Nerd Alert: How Consumer Behavior Has Changed

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore research showing how consumer behavior has evolved, examining whether value-driven choices truly impact purchasing decisions.

Topics covered: 

• [01:00] "Evolution and Trends in Consumer Behavior"
• [02:35] Eight major themes in consumer research
• [03:15] The rise of consumer neuroscience
• [04:00] How sustainable consumption drives research
• [05:30] Values versus price sensitivity
• [07:15] Reality of consumer purchasing decisions 

 





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Resources: 
Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217–232. https://doi.org/10.1002/cb.2118 
 

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