Forbes contributors publish independent expert analyses and insights. Nikki Baird is a top global retail innovation and technology advisor. In 2022, consumers were beset by competing forces. High ...

When the economy looks uncertain, nonessential spending goes out the window. People begin to focus more on their necessary monthly bills in order to shore up finances and prepare for the unexpected.

Citations: Tybout, Alice M., John Hauser. 1981. A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation. Journal of Marketing. (3)82-101.

Consumer behavior—or how people buy and use goods and services—is a rich field of psychological research, particularly for companies trying to sell products to as many potential customers as possible.

In an effort to change consumer behavior, more than 25 percent of healthcare leaders are offering incentives for healthy behaviors and a mere 3.4 percent are turning to high deductible health plans.

The basic foundation of advertising is to control and drive consumer behavior toward a product or service. Slipping sales numbers, reduced customer enthusiasm for new products and customer hesitancy ...

Consumers are attracted to crowds in stores, but they are not likely to buy something from a crowded location, according to a new study in the Journal of Consumer Research. Authors Sam K. Hui (New ...