Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda

Abstract

Psychology, along with a wide range of other academic disciplines, has influenced research in both consumer behaviour and marketing. However, the influence of one area of psychology – namely, behaviourism – on research on consumers and marketing has been less prominent. Behaviourism has influenced consumer and marketing research through the application of classical and operant conditioning, matching and foraging theories, amongst other frameworks, during the past 50 years. This article provides a review of research and applications of behavioural psychology in the area, as well as a brief introduction of behavioural psychology for scholars unfamiliar with the area. The article also suggests avenues for further research examining the potential development of behavioural psychology approaches for both consumer and marketing researchers.

Keywords:

• behaviourism
• behavioural psychology
• operant conditioning
• classical conditioning
• consumer behaviour analysis
• foraging

Additional information

Notes on contributors

Victoria K. Wells

Victoria K. Wells is Senior Lecturer in Marketing at Durham University Business School and Mid-Career Fellow at the Durham Energy Institute (DEI). Her research interests lie in the application of behavioural psychology to consumer choice, foraging ecology models of consumer behaviour, and environmental behaviour, psychology, and social marketing. She joined Durham University Business School in 2011 after holding the post of Research Associate and Lecturer in Marketing and Strategy at Cardiff Business School. Before joining Cardiff Business School, she worked in Marketing Communications as an Account Executive. She has published in a wide range of journals, including Journal of Business Research, Journal of Marketing Management, Marketing Theory, Service Industries Journal, and Psychology & Marketing, amongst others, and is editor of the Handbook of Developments in Consumer Behaviour published in 2012.