Consumer Behavior Written by Félix Ortega Mohedano Contributor to SAGE Publications's The SAGE International Encyclopedia of Mass Media and Society (2020) whose work appears in Britannica as part of a joint publishing agreement with SAGE. Félix Ortega MohedanoAll Fact-checked by Britannica Editors Encyclopaedia Britannica's editors oversee subject areas in which they have extensive knowledge, whether from years of experience gained by working on that content or via study for an advanced degree.... Britannica Editors Last updated Apr. 27, 2026 •History Consumer behavior is the study and analysis of individuals, groups, and/or organizations focusing on the activities associated with the use, purchase, and disposal of products and services, including the consumer’s emotional, attitudinal, and behavioral responses that precede or follow these activities. It emerged in the 1940s and the 1950s as a distinct subdiscipline in marketing and economic studies. Consumer behavior examines how emotions, attitudes, and preferences affect consumption, time allocation, and ultimate buying behavior. The...

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