Consumer Behavior: Internal Factors

Rajagopal ()
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Rajagopal: Tecnológico de Monterrey

Chapter Chapter 1 in Contemporary Marketing Strategy, 2025, pp 3-56 from Springer

Abstract: Abstract This chapter discusses the internal factors affecting consumer behavior, explains consumer ecosystem and behavior process converging consumer perceptions and attitudes. The factors associated with consumer motivation, learning, and knowledge transfer have also been deliberated in this chapter. The chapter also explores key variables that drive the cognitive thinking process of consumers in the context of beliefs and social influences toward decision-making and setting preferences. In addition, discussion on the process of consumer stimulus and response mapping for marketing organizations to understand the cognitive dynamics among consumers for developing competitive marketing strategies constitute one of the interesting points of learning. Behavioral pedigree, neurobehavioral responses, consumer emotions, and self-concepts significantly affect consumer behavior. Besides these internal factors, the behavior of consumer is also influenced by continuous self-actualization. This chapter discusses such causes and effects in details. The proposed additions to Chapter 1 are importantly the neurobehavioral attributes and behavioral pedigree, which are the psycho-social elements that influence consumer behavior. The recent studies indication the neurobehavioral stimulants significantly influence the buying and consumption behavior (Foxall, G. R. (2023). The neurophysiological Behavioral Perspective Model of consumer choice and its contribution to the intentional behaviorist research program. Frontiers in Human Neuroscience. https://doi.org/10.3389/fnhum.2023.1190108 ; Singh, D. (2023). Attention-Deficit/Hyperactivity Disorder in Prader-Willi Syndrome. In: Singh D, ed. Neuro-Behavioral Manifestations of Prader-Willi Syndrome: A Guide for Clinicians and Caregivers. Cambridge, UK: Cambridge University Press, 68–76), Behavioral pedigree discusses the genetic effects on cognitive threshold and behavioral patterns among consumers. It is an important development in the behavioral analysis of consumers (Daviet, R., Nave, G., & Wind, J. (2022). Genetic Data: Potential Uses and Misuses in Marketing. Journal of Marketing, 86(1), 7–26). There has been a significant change in the behavioral research of consumers with focus on marketing strategy, which can be explained with the extended use of neuromarketing research by the consumer products (FMCG) firms like P&G, Unilever, and Nestle. As this is a reference book and published as a monograph, convergence of contemporary developments with the focus of the books matters to the readers, who are largely students of MBA program. This chapter includes brief case studies on Emotional Marketing—Dove and Consumer Personality—Jaguar and Land Rover in Developing Economies.

Keywords: Consumer behavior; Market eco-system; Perceptions; Attitudes; Motivation; Emotions; Neurobehavioral attributes; Consumer learning; Knowledge management; Stimuli and response; Value creation (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-95921-9_1

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