Consumer Behaviour as an Evolutionary Process

The growth of knowledge in marketing requires alternative interpretations of consumer behaviour to the prevailing trait and information processing models derived from structural psychology. Consumer behaviour may be construed as environmentally determined, an evolutionary process in which the replication of patterns of choice is explained by the metaprinciple of selection by consequences. Describes briefly the Behavioural Perspective Model of purchase and consumption (BPM) and applies it in some detail to the communication of innovations. Discusses the role of interpretation in consumer science.