Designer or High Street? Exploring the theory behind buying behaviour

Are you more likely to splurge on an expensive luxury item or hit the high street in order to find a look-a-like bargain?

This is where people often judge or think you have more money than sense (the latter is something I am often told).

From personal experience, when it comes to shopping you either think practically or in the moment and hope that you magically fall into money (very) soon. In my family, my sister’s purchasing priority is practicality. On the other hand, I am spontaneous and think anything that comes in black, nude, khaki, grey or white is a great investment regardless of the fact I have the same item multiple times. It’s funny how I always have no money, yet my sister always has a small fortune in her bank account.

Looking at The Theory of Buyer Behaviour (Howard Sheth, 1977), it explains the thought process behind consumers and can tell us why we all act differently when making a purchase.


There is a great blog post below which explains the theory and definitions used. (Diogo R. Seborro, 2011). Consumer Behaviour Models Part II РThe Howard Sheth Model(PDF if link is broken).






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