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Consumer behaviour

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Abstract

Consumer behaviour research represents a growing body of work that is seen as increasingly separate from marketing, though its status as an independent academic field rather than as a subfield of marketing continues to be debated. In this chapter we discuss the main arguments, concepts and theories within consumer behaviour research, illustrating both the historical timelines and the varied disciplinary contexts (e.g. psychology, behavioural economics, neuroscience, sociology and anthropology) for studying consumer behaviour.