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

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. Summary statement of contribution Although prior research has reviewed specific areas of behavioural psychology influences on consumer behaviour and marketing research (Pornpitakpan, 2012) and others have provided an overview of all areas (classical and operant conditioning, foraging, consumer behaviour analysis etc) (DiClemente & Hantula, 2003a), the current research is the most detailed, up-to-date review of the area that both combines a review of operant and classical conditioning, matching, and foraging theories and provides a comprehensive future research agenda.