ABSTRACT
Two main issues with respect to consumer behavior are mentioned routinely in the investigation of trademark infringement issues: the “sophistication” of the consumer and the consumer’s “state of mind.” Most shopping studies show consumers zipping through the aisles, mainly looking at one brand. When consumers are highly involved, more importance is attached to the object and more evaluation takes place. The emotion consumers get from the ownership of luxury goods is the key driver of their purchase, not the functional benefits. Although consumers have very low involvement with purchases for many everyday routinely purchased goods, marketers can increase their level of involvement so that they do pay more attention to the purchase. Early models of consumer behavior were rooted in economic theory.
