It has been stated that "marketing management rests upon some conception or other of how consumers behave (Foxall 2001)." I will proceed to demonstrate, beginning with an overview of consumer behavior as it relates to the psychological factors that cause one to comply with a given request, through to an examination of the various trends in marketing which are reflective of consumers changing demands as they respond to world events and societal evolution, why it is vital that marketers understand and evaluate consumer behavior. I will also demonstrate, through the use of examples, how various organizations are employing specific strategies based upon their understanding of consumer behavior to produce record growth and profitability in the marketplace.

             Psychological Factors Affecting Consumer Behavior.

             As one social psychologist has termed the "weapons of influence," there appear to be certain driving forces in human nature, or automatic psychological triggers, that propel individuals to respond in predictable ways to given requests (Cialdini 1993, p.3).

             One such force is the principle of Reciprocation, whereby one feels obligated to return a favor that has been provided him (Cialdini 1993, p.17). This principle is most clearly evidenced by the consumer's natural tendency to buy a product from someone after he has been extended a kindness or favor from him. It has been demonstrated that this psychological principle of the pressure to return a favor with a favor is so strong, that it even surpasses the need to like the individual extending the favor (Cialdini 1993, p.21).

             One example of the rule of reciprocation at work has been evidenced by the wildly successful marketing strategy of the Hare Krishna Society, an eastern religious sect known for its solicitation of funds from passersby in public places (Cialdini 1993, p.22). Having been mostly unsuccessful at raising funds through traditional methods of chanting on the streets while begging for donations, the group devised a brilliant strategy that essentially invoked the principles of reciprocation (Cialdini 1993, p.