%0 Journal Article
%T Social Psychology And Marketing: The Consumption Game. Understanding Marketing And Consumer Behavior Through Game Theory
%A Catalina BUTNARU
%J Review of Economic and Business Studies (REBS)
%D 2009
%I Alexandru Ioan Cuza University of Iasi
%X Consumer psychology provides enough evidence that consumer behavior is not just one side of our existence, but, as a matter of fact, it is a central dimension of our everyday lives, engaging us into changing and defining our identity, beliefs, attitudes and practices. In relation to this, commodification has reached us on all levels: everything that people created, produced and developed over the years, during the post-industrial era, can be commodified and sold to a specific market. Commodification and increased consumption are crossing the line between values and needs, production and creation, identity and capital accumulation, thus making people constantly expecting a payoff while engaging in social, cultural and economic transactions. In this article we argue that we can use the models of game theory to understand socio-economic phenomena such as consumption, B2C marketing and market dynamics.
%K Game Theory
%K consumer behaviour
%K commodification
%K decision theory
%K marketing
%U http://rebs.ro/resource/REBS_4/Essay/Butnaru,C_-_Social_Psychology_and_Marketing.pdf