New Buyology - Uncovering Cultural Codes of Consumer Behaviour (Paperback, C. Joe Arun)

This book attempts to uncover patterns of behaviour of consumers that originate from cultures in which they are reared and attached to. The habits consumers develop guide them to view products and services as agents to fulfil what they have been longing for. It traces the roots of consumers’ attachments and how they determine what/ when/ why they buy. The book argues anthropologically that human beings are conceived in mother’s womb as connected beings by umbilical cord enjoying an organic communion and being filled and fulfilled. And when they are born the umbilical is ‘cut off’, leaving them dis-connected beings. This disconnectedness makes them long for connections. When consumers buy what they actually buy is a connectedness/relationship, feeling connected and returning partially to the original organic union. If one wants to study consumers really, s/he should study this disconnectedness and longings for connectedness. Therefore, buying is relating to products/services.