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Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda

Wells, V.K.

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Authors

V.K. Wells



Abstract

Psychology, along with a wide range of other academic disciplines, has influenced research in both consumer behaviour and marketing. However, the influence of one area of psychology – namely, behaviourism – on research on consumers and marketing has been less prominent. Behaviourism has influenced consumer and marketing research through the application of classical and operant conditioning, matching and foraging theories, amongst other frameworks, during the past 50 years. This article provides a review of research and applications of behavioural psychology in the area, as well as a brief introduction of behavioural psychology for scholars unfamiliar with the area. The article also suggests avenues for further research examining the potential development of behavioural psychology approaches for both consumer and marketing researchers.

Citation

Wells, V. (2014). Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda. Journal of Marketing Management, 30(11-12), 1119-1158. https://doi.org/10.1080/0267257x.2014.929161

Journal Article Type Article
Publication Date Jun 30, 2014
Deposit Date Apr 25, 2014
Publicly Available Date Jul 23, 2014
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 30
Issue 11-12
Pages 1119-1158
DOI https://doi.org/10.1080/0267257x.2014.929161
Keywords Behaviourism, Behavioural psychology, Operant conditioning, Classical conditioning, Consumer behaviour analysis, Foraging.
Public URL https://durham-repository.worktribe.com/output/1456183

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