Understanding consumer behaviour is pivotal for businesses aiming to connect with their target audience effectively. This understanding goes beyond mere data analysis and numbers on a graph because it also heavily revolves around psychological factors that drive purchasing decisions. Things like why people tend to go for certain brands of stationery, food, technology and more despite having better and cheaper options form a small part of the psychology of consumer behaviour. The Historical Context of Consumer Behaviour The study of consumer behaviour has evolved significantly over the past century. Initially rooted in economic theory, early research focused on the rational decision-making process, assuming consumers acted logically to maximise utility. In the mid-20th century, psychologists like John B. Watson and B.F. Skinner introduced behaviourism, emphasising the role of environmental stimuli in shaping consumer actions. This period marked the beginning of a deeper exploration into the psychological aspects of purchasing behaviour. The…