Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2017 | 17 | nr 2 | 101--119
Tytuł artykułu

Consumer Behaviour Modelling: a Myth or Heuristic Device?

Warianty tytułu
Języki publikacji
There is confusion in literature as to whether consumer behavior models are myths or heuristic devices. Myths are symbolic tales (believed as true, usually sacred) of the distant past, connected to belief systems or rituals, and may serve to direct social action and values while heuristic device is a provisional and plausible creation whose purpose is to discover the solution of a particular problem at hand. On the other hand, models are theoretical construction and simplified presentation of phenomenon. Notwithstanding the semantics in the definition and description of CB models in the literature, the crux of the matter presents two strange bed fellows: myth and heuristic device, and a number of conundrums are raised: Is it really possible to model a complex, dynamic and unpredictable entity like the consumer? Or is it just a scholarly exercise? To what extent, if necessary, can it help marketers achieve precision in understanding and predicting the customer or consumer behavior? This matter has polarized the scholarly community of marketers for decades. This conceptual paper, therefore, seeks to contribute to this discourse by undertaking an archival survey of the extant literature to look at the two sides of the coins, that is, whether CB is a myth or heuristic device. The study concludes that CB models provide a frame of reference for solving consumer problems and helping to point the way for hypothesis needed for CB theory development. This makes it a heuristic device. The implication is that consumer is at the center of all marketing programmes, scholars and practitioners should understand this and apply it successfully incorporating the views, preferences, feelings, motives and innuendoes of the consumer. (original abstract)
Opis fizyczny
  • College of Business and Social Sciences, Covenant University, Canaanland, Ota, Ogun State, Nigeria
  • College of Business and Social Sciences, Covenant University, Canaanland, Ota, Ogun State, Nigeria
  • College of Business and Social Sciences, Covenant University, Canaanland, Ota, Ogun State, Nigeria
  • Abd. Majid, M.S., Mohd. Yusof, R., & Razali, A.N. (2007). Dynamic financial linkages among selected OIC Countries. Journal of Economic Cooperation Among Muslim Countries, 28(2), 25-56.
  • Achumba, I.C. (2006). The dynamics of consumer behaviour. Lagos, Nigeria: Mac-Williams Publishers Ltd.
  • Adedayo, O.A., Ojo, O., & Obamiro, J.A. (2010). Operation research in decision analysis and production management. Lagos, Nigeria: Pumak Publishers Ltd.
  • Afolabi, I.T., Olufunke, O., Worlu, R.E. & Akinyemi, I. (2016). A systematic review of consumer behaviour prediction studies. Covenant Journal of Business and Social Science (CJBSS), 7(1), 41-60.
  • Anyanwu, A. (2010). Marketing management (2nd ed.). Benin, Nigeria: Barloz Publishers Ltd.
  • Arnould, E.J. & Thompson, C.J. (2005). Consumer culture theory (CCT): twenty years of research. Journal of Consumer Research, 31(4), 868-882.
  • Assael, H. (1995). Consumer behaviour and marketing action (5th ed.). Boston: Kent.
  • Ateke, B.W., & Akekue A.N. (2017). Perspectives to the study of consumer behaviour: an overview. Paper presented in Conference "Re-Inventing the wheel of Nigeria Economic Growth through Marketing: Where are we now?". May 3-4, 2017. Rivers State University of Science and Technology.
  • Belz, F.M., & Peattle, K (2009). Sustainability marketing: a global perspective. John Willey and Sons.
  • Bhasin, H. (2006).  Personal factors affecting consumer buying behaviour.  Retrieved  July 15, 2016, from:
  • Boundless Psychology (2015). Freudian psychoanalytic theory of personality. Retrieved  December 18, 2016, from  from 
  • Brosekhan A.A., & Velayutham, C.M. (2008). Consumer buying behaviour: a literature review. Paper presented in National Conference of Innovative Business Practices in Technological Area (pp 8-16). Erode Sengunthar Engineering College.
  • David, W.C., & Nigel, F.B. (2006). Strategic management (8th ed.). New York: McGraw-Hill.
  • Davies, C. (2005). A consumer behaviour approach to modelling monopolistic competition. Journal of Economics Psychology, 26(1), 33-39.
  • Ekereke P.P. (2000). Consumer behaviour: theory & practice. Owerri, Nigeria: Springfield Publishers.
  • Engel, T.F., Blackwell, R.D., & Miniard P.W. (2001). Consumer behaviour. Orlando: Harcourt College Publishers.
  • Feigenbaum, E.A., & Feldman, J. (1993). Computer and thought. New York: McGraw-Hill Inc.
  • Galalae, C., & Voicu, A. (2013). Consumer behavior research: Jacquard weaving in the social science. Management Dynamics in the Knowledge Economy. 1(2), 227-292.
  • Grewal, D., & Levy, M. (2010). Marketing. New York: McGraw Hill /Irwin.
  • Hamansu, S.M. (2008). Consumer behaviour. Retrieved October 15, 2012, from
  • Holt, D.B. (1995). How consumers consume: a typology of consumption practices. Journal of Consumer Research, 22(1), 1-16.
  • Howard, J.R., & Sheth, J.N. (1969). The theory of buyer behavior. New York: John Wiley.
  • Hoyer, M. (2004). Consumer behaviour. Houghton: Miffing Company.
  • Hoyer, W.D., & Macinnis D.J. (2008). Consumer behaviour (5th ed.). NY: Centage Learning.
  • Ibidunni, O.S. (2010). Marketing research for excellence. Lagos, Nigeria: Concept Publications Limited, Palmgrove.
  • Ibidunni, O.S. (2012). Marketing management: practical perspectives. Lagos, Nigeria: Pumark Educational Publishers Ltd.
  • Ibukun, F., Oni, R., & Worlu, R.E. (2014). An empirical analysis of customer satisfaction with mobile network service for competitive business advantage. International Journal of Research in Business Management, 2(3), 2347-4572.
  • Jackson, T. (2005). Motivating sustainable consumption: a review of evidence of consumer behavior and behavioural change. A report to the sustainable development Research Network Centre for Environmental Strategy, University of Surrey, Guilford Surrey.
  • Kassarjian, H.H., & Robertson, T.S. (1973), Perspectives in consumer behaviour. Scott: Forestman and Company.
  • Kopetz, C.E., Kruglanscki, A.W., Arens, Z.A., Etkin J.A., & Johnson, H.M. (2012). The dynamics of consumer behaviour: a goal system perspectives. Journal of Consumer Psychology, 22(2), 208-223.
  • Kotler, P., & Armstrong G. (2013). Principles of marketing. Upper Saddle Rivers, New Jersey: Pearson Education Inc.
  • Kotler, P., & Keller, K.L. (2012). Marketing management. New Jersey: Prentice Hall Inc.
  • Ladipo, P.K. (2006). The marketing management process.  Shomolu, Lagos, Nigeria: Solna PalyCommercial Printing Press Ltd.
  • Leeming, D.A. (1990). The world of myth. New York: Oxford University Press.
  • Lenat, D. (1982). The nature of heuristics. Artificial Intelligence, 19(2), 189-249.
  • Leon, G.S., & Leslie, L.K. (2007). Consumer behaviour (9th ed.). New York: Prentice Hall.
  • Lévi-Strauss, C. (1995).  Myth and meaning.  New York: Schocken Books.
  • Lilien, G.L., & Kotler, P. (1983). Marketing decision making: a model building approach. (2nd ed.). New York: Harper and Row.
  • Loudon, D.L., & Della, B. (1993). Consumer behaviour concepts and applications (4th ed.). McGraw Hill.
  • Malik, M.E., Ghafor, M., Iqbal H.K. & Au, Q. (2013). Impact of brand image and advertisement on consumer buying behaviour, World Applied Sciences Journal, 23(1), 117-122.
  • McDowell, J. (1998). Perspectives: what is myth? Folklore Forum, 29(1-2), 75-89.
  • McLeod, S.A. (2014). Theories of personality. Retrieved April 17, 2017, from http://www.simplypsychologytheories,html
  • Nicosia, F.M. (1966). Consumer decision processes: marketing and advertising implications. NJ: Prentice-Hall, Inc.
  • Nwuizugbo, I.C, & Onyeka, J.K. (2013). Principles of management (2nd ed.). Enugu: Altim Print.
  • Nwulu C.S., & Ateke B.W. (2014). The impact of marketing information credibility on consumer purchase behaviour in the pharmaceutical industry in Port Harcourt Nigeria. West African Journal of Business and Management Science, 3(3), 41-49.
  • Pearce, J., & Robinson, R. (2013). Strategic management (13th ed.). Glasgow.
  • Peter, J.P., & Olson, J.C. (2008). Consumer behaviour and marketing strategies (8th ed.). Singapore: McGraw Hill International.
  • Richarme, M. (2007). Consumer decision-making models, strategies, and theories Oh My!. Retrieved October 16, 2016, from:
  • Ruyon, K.E., & Stewart, D.W. (1987). Consumer behaviour and the practice of marketing (3rd  ed.). Columbus: Merrill Publishing Company.
  • Ryan, M.J. (1973).  Purchase behavior: An explanatory theory, a predictive model. In: R.L. King (ed.), Proceedings. Southern Marketing Association.
  • Sauders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students (5th ed.). Harlow: Financial Times Prentice Hall.
  • Schiffman, L.G., & Kanuk, L.L. (2010). Consumer behaviour. (10th ed.). Upper Saddle River, NJ: Pearson Education.
  • Schrempp, G., & William H., (2002).  Myth. A new symposium. Indiana University Press, Bloomington.
  • Solomon, M.R (2011). Consumer behavior: buying, having, and being (9th Ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Udo-Imeh, P.T., Awara, N.F., & Essien, E.E. (2015). Personality and consumer behaviour: a review. Journal of Business and Management, 7(11), 98-106.
  • Worlu, R., Adegbuyi, O., & Kehinde, J. (2007). Marketing: principles and application. Port Harcourt, Nigeria: Macrowly Publishers.
  • Worlu, R.E. (2011). Consumer purchasing motives in Nigerian cellular phone market: an empirical investigation. Journal of Research in National Development, 9(1), 33-42.
  • Worlu, R.E. (2008). A critical examination of consumer behaviour in Nigerian mobile phone market. Paper presented in Conference Proceedings of International Academy of African Business and Development (IAABD) held in University of Florida, Florida (USA).
Typ dokumentu
Identyfikator YADDA

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.