chapter  3
30 Pages

Consumption and addiction

In light of the discussion of temporal discounting in earlier chapters, consumer behaviors may be arrayed on a continuum ranging from the most routine (e.g., everyday brand selection) to the most extreme (e.g., lifedisrupting episodes of addiction). One task of consumer psychology is to explain the pattern of consumer behavior exhibited across this range (Figure 3.1), and one hypothesis is that positioning on the continuum is determined by the degree of self-control versus impulsivity exhibited in the behavior.