The Psychological Foundation of Consumer Choice: Integrating Memory and Motivation into Economic Behaviour

Abstract

This research paper explores the intersection of psychology and economics to better understand consumer behaviour, focusing on the application of Goal Gradient Theory and memory mechanisms. While traditional economic models often assume that consumers make decisions rationally, psychological research reveals that factors such as motivation, emotion, and memory significantly influence purchasing behavior. The study investigates how motivation increases as consumers approach a goal, as outlined in Goal Gradient Theory, and examines the role of memory in shaping brand recall and decision-making. By integrating these psychological insights into economic models, the research provides a more comprehensive understanding of consumer behavior, with practical implications for marketing strategies. The paper discusses how these concepts can be applied to advertising and loyalty programs to enhance consumer engagement and drive purchase decisions. The findings underscore the importance of a multidisciplinary approach to consumer behaviour, offering valuable insights for both academic research and practical marketing applications.