Socio-Psychological Theories About Consumer Behaviour

Violeta Peteva Laskova ()
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Violeta Peteva Laskova: University of Economics - Varna

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2017, issue 1, 45-51

Abstract: Consumer behaviour is a complex social phenomenon that presents a real challenge in both theoretical and practical aspects. It is a scientific area with a strong emphasis on interdisciplinary character and conceptual basises that are extremely broad and complex. These basises cover the fundamental social sciences that human civilization has built for millennia, but also many interdisciplinary and frontier scientific areas of recent decades. When studying consumer behaviour, it is logical to seek complementarity between the normative and empirical theories. The socio-psychological theories that have had the most significant influence on the study of consumer behaviour are the theory of bounded rationality, heuristics, and the prospect theory.

Keywords: Consumer Behaviour; Bounded Rationality; Heuristic; Affect Heuristic; Prospect Theory; The Iceberg principle; Symbolism (search for similar items in EconPapers)
JEL-codes: A00 (search for similar items in EconPapers)
Date: 2017
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