| GENERAL DESCRIPTION CONSUMAT APPROACH | ||
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general description consumat approach application fields: |
Many behavioural theories, like theories about
human needs, motivational processes, social comparison theory, social
learning theory, theory of reasoned action and so on, all explain parts of
the processes that determine consumer behaviour. We propose a meta-theory
of consumer behaviour in order to develop simulation models of artificial
consumers: the consumats. The driving forces at the collective (macro) and the individual (micro) level determine the environmental setting for the consumat behaviour. The individual level refers to the consumats, which are equipped with needs which may be more or less satisfied, are confronted with opportunities to consume, and have various abilities to consume the opportunities. Furthermore, consumats have a certain degree of uncertainty. Depending on the degree of need satisfaction and uncertainty, consumats have different cognitive processes: repetition, deliberation, imitation and social comparison. [Scheme consumat approach] Further Reading: - Jager, W.
(2000), Modelling Consumer Behaviour, PhD thesis, University of
Groningen |
![[Scheme consumat approach]](http://www.feweb.vu.nl/re/medewerkers/mjanssen/concept.jpg){kind=link}