Consumer behaviour in the economic and psychological field

Abstract

Consumer behavior in the economic and psychological field aims to determine consumer performance by considering different theories such as: economic theory, social psychological theory, psychoanalytic theory or psychoanalysis, theory of the hierarchy of needs, and behavioral theory of learning, the aim of the research is to study consumer behavior in the economic and psychological field. Among the most important discoveries are considered that man always analyses cost- benefit, focuses on individual and collective rationality, generally tend to avoid risky choices; Understanding the behaviors of groups as serial structures allows us to propose the appropriate strategies in the marketing process. Knowing the unconscious and the conscious and making a relationship with marketing can understand, perceive, forecast the thoughts and desires of customers; and determine the needs, it is evident that the human being acquires knowledge or skills through experience.