THE IMPLICATIONS OF BUYING HABITS AND USAGE WITHIN MARKETING. THE PSYCHOLOGY OF THE BUYER’S BEHAVIOR

This paper aims to answer some questions such as “Why do people buy?” and “What are the criteria which influence choices in the market?” by reversing the traditional point of view and focusing upon the psychological dynamics, hidden motivations and “the dark side” of the consumption behavior. The consumption psychology is one of the least studied and applied phenomena within any organization mostly because of the traditional perspective in which the consumer is believed to be a rational subject endowed with reasoning.