While the psychology of consumer behavior would veer off into a number of different directions in the 1950s, its core remained psychoanalytic theory brought over from Europe in the 1930s. Nothing ...

Consumer theory aims to predict buying habits through three basic assumptions about behavior: utility maximization, non-satiation, and decreasing marginal utility Consumer theory is a key element of ...

Despite the growing consumer interest in local and artisanal foods over the past decades, there have still been few empirical studies on consumer behavior toward crafted food. This study aims to be ...

The quick response (QR) code-enabled mobile payment has gained large attention from academicians and policymakers due to its fast, convenience, and usefulness. However, acceptance of this technology ...

Retailers best serve customers when they can identify their needs and proactively meet them. That’s why accurately predicting consumer behavior is so important. It might not always be easy — Walmart’s ...

One of Nigeria’s leading marketing communications professionals and Group Chief Executive Officer of Prima Garnet Africa, ‘Lolu Akinwunmi, has underscored the critical role of consumer psychology in ...