Consumer Behavior and Addiction

Abstract

The present paper argues that, although most people spend only a small portion of their time actively involved in the formal consumption process, in non-trivial ways we literally are consumers at all times throughout our lives. Because humans are consumers, it is suggested that it is quite logical and potentially fruitful for marketers to view human behavior, in general, from a consumption point of view. Insights concerning numerous aspects of consumer behavior are revealed by analogy by making liberal translations from the main constructs of the realm of drug addiction. After defining criteria which determine the addictive potential of drug behaviors it is shown that a large number of our everyday consumer behaviors, especially routine convenience behaviors, are highly addictive and worthy of attention. Insights concerning numerous unconscious consumer addictions are discussed.