Every day, we make decisions as consumers—some deliberate, some automatic. We choose what to eat, what to wear, what to click, and what to avoid. Some purchases we agonize over, others we barely notice. But behind every decision lies a pattern, a process—often invisible, but always influential.
So how do we explain consumer behaviour?
In his thought-provoking chapter, “Comparing Models of Consumer Behaviour,” Gerrit Antonides takes us on a journey through the evolving landscape of ideas that attempt to answer this question. These models aren’t just academic theories—they are lenses through which we understand ourselves and the marketplace that surrounds us.
Let’s explore the major ones, not as isolated frameworks, but as overlapping ways of seeing the same human experience.
The Rational Actor: Homo Economicus
The earliest and most traditional model of consumer behaviour is built on the image of the rational consumer. In this view, we carefully weigh the costs and benefits of our choices. We seek to maximize utility, make logical decisions, and respond predictably to price, quality, and availability.
This model—often associated with classical economics—assumes that consumers are fully informed, consistent in their preferences, and unemotional in their choices.
It’s elegant. It’s clean. And it’s… rarely how real people behave.
While the rational model works well for simple, high-stakes decisions, it struggles to explain why we buy things we don’t need, forget to cancel subscriptions, or pay extra for a product just because it’s wrapped in better packaging.
The Psychological Consumer: Emotion and Heuristics
To fill in the gaps, psychologists introduced a more nuanced model—one that recognizes that humans aren’t robots, but emotional and cognitive beings. We use shortcuts, or heuristics, to simplify decisions. We are swayed by moods, social norms, and habits.
This approach explains why we might choose a brand out of nostalgia, or why we splurge after a bad day. It also helps us understand the biases that influence us—like the tendency to overvalue immediate rewards or to stick with default options.
In this model, decision-making is still purposeful—but it’s messier, more emotional, and more influenced by our environment.
The Sociological Perspective: The Consumer in Context
Another powerful model looks not just at the individual mind, but at the social setting. Our choices are deeply shaped by culture, class, peer groups, and media. We don’t shop in a vacuum—we shop within a world of signals and expectations.
This sociological model sees consumption as a way to express identity, gain status, or fit into a particular community. Buying is not only an economic act, but a social performance.
Here, a handbag isn’t just a place to carry things—it’s a statement. A phone isn’t just a tool—it’s a marker of lifestyle. Our consumption reflects and reinforces who we are, or who we want to be seen as.
The Behavioural-Economic Synthesis
Modern behavioural economics blends elements of all the above. It recognizes that consumers are both rational and irrational, emotional and calculating, independent yet socially embedded.
This hybrid model embraces complexity. It studies real-world behaviour, often using experiments to uncover how people actually make choices in uncertain, fast-paced, or emotionally charged situations.
It tells us why we procrastinate on saving, why we overpay for warranties, or why “free” is such a powerful motivator—even when it makes no economic sense.
Why This Matters
You might wonder—why compare these models at all?
Because how we understand consumer behaviour shapes how we design systems. If we assume people are rational, we create policies and products that emphasize information and choice. If we understand that people are emotional, we focus on simplicity, nudges, and design.
Marketers, policymakers, educators, and everyday consumers all benefit from a clearer view of the forces at play. No single model is enough—but together, they help us navigate the marketplace with more insight and compassion.
Final Reflection: Knowing the Why Behind the Buy
Our purchasing habits might seem trivial, even automatic. But they are also rich with meaning. They reveal our hopes, our fears, our social worlds, and our sense of self.
Gerrit Antonides doesn’t ask us to choose between models—but to embrace their diversity. Each reveals a different facet of the human experience. Together, they remind us that consumption is not just about stuff. It’s about stories. And the most important story is not what we buy—but why.
So the next time you reach for your wallet or tap “Add to Cart,” pause. Beneath that decision lies a whole world of psychology, sociology, economics—and humanity.