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Consumer Misbehavior
Consumer behavior is all about value; the ironic thing is that consumer misbehavior
is also based on value. The difference is the way that consumers attempt to obtain
that value: morally or immorally.
To get a complete grasp on consumer misbehavior, its important to note that
misbehavior isnt the same as problem behavior. Misbehavior describes behavior
deliberately harmful to another party in the consumption process; problem behavior
refers to behaviors that are outside of the consumers control.
Most common acts of consumer misbehavior include shoplifting, computer fraud,
consumer fraud, hostile behavior, alteration and destruction of marketing materials,
unfounded complaints, product misuse, compulsive buying or shopping.
If you take the time to understand the motivations behind consumer misbehavior,
you still may not be able to avoid all the misbehaviors that affect your business. Use
the information and knowledge that youve gained from studying your consumers to
better understand and deter their misbehaviors. Many behaviors can be considered
misbehaviors, but its important to realize that what one person or culture views as
a misbehavior may be seen as perfectly fine to other individuals or cultures.
Motivating factors behind consumer misbehavior: