consumer behaviour theory BrE
consumer behavior theory AmE

Rational Choice with Passion:Virtue in a Model of Rational Addiction - In this link the author uses Aristotelian virtue as a mediator between passion and reason in the construction of utility/consumption functions in an esoteric part of consumer behaviour theory related to decision making in addictive situations.

Consumer behavior theory argues that trial precedes adoption, and, thus, an out-of-stock sets the stage for possible permanent store switching.

And there was attraction, too, because choice models have logical and behavioral roots extended back to the 1920s as well as roots in Kelvin Lancaster's consumer behavior theory, in utility theory, and in modern statistical methods.

Rational Choice with Passion:Virtue in a Model of Rational Addiction - In this link the author uses Aristotelian virtue as a mediator between passion and reason in the construction of utility/consumption functions in an esoteric part of consumer behaviour theory related to decision making in addictive situations.