Through the eyes of the consumer: Lay theories and attributions

Guanzhong Du, Katherine White and Darren W. Dahl

Chapter 2 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 14-28 from Edward Elgar Publishing

Abstract: Lay theories—common-sense explanations that people use to make sense of the world—have a profound impact on consumer behavior despite their lack of scientific rigor. This chapter reviews and synthesizes research on consumer lay theories published in leading marketing journals. It categorizes these theories into four key areas: theories about other people, persuasion, products and brands, and technology. The review highlights how these theories influence consumer cognition, affect, and actions, shaping a wide range of attitudes and behaviors. This examination illustrates the critical role of lay theories in consumer behavior. The resulting insights have value for researchers and practitioners interested in this domain.

Keywords: Lay theory; Consumer behavior; Others; Persuasion; Products and brands; Technology (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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