Understanding Dynamic Processes in Consumer Behavior

Suresh Ramanathan, University of Chicago, USA
Much of consumer behavior research relies on between-subjects designs, with data collected on many individuals but at a single point in time. Yet, psychological processes are rarely static – consumer emotions and goals change continuously, growing or decaying over time due to internal states or due to social or external factors. In this paper, we present two different ways of looking at intra-individual and inter-individual variability and the dynamics of affective and goal-driven processes using continuous time series data in the contexts of self-control/ego depletion and social interactions among friends and strangers.
[ to cite ]:
Suresh Ramanathan (2009) ,"Understanding Dynamic Processes in Consumer Behavior", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 82-85.