SOCIO-PSYCHOLOGY AND CONSUMER BEHAVIOUR
"To Analyze and explain how the actual, imagined, or inferred presence of other human beings influences the ideas, feelings, and behaviour of individuals" is what social psychology is all about. Social psychology is primarily concerned with discovering how a person's behaviour is influenced by the social setting in which it happens. Consumer behaviour is defined as "the mental and social cycles individuals go through in the acquisition, use, and removal of things," according to certain definitions. Customers purchase products to achieve a specific goal. Objectives are desired outcomes that are thought to be attainable. Customers buy items for the sole purpose of utilising the capacity they should fulfil in a narrow utilitarian sense. Customers, on the other hand, buy most items not only for their utilitarian value, but also to convey something about themselves to others; they serve as an identity function. For example, some people prefer a pricey Rolex over a...