There are various types of consumers and we are all some of these, depending on the evolutionary societal state to which we belong, our personality, the environment we are in and our mindset. The consumer does not exist as an individual, but as part of a group that leads us.
Consumption satisfies a desire, and all human desires are (or can be) provoked among those people who within their evolutionary states have that consumer profile.
Consumption as a response to subsistence, such as eating, doesn’t respond to desires but to needs.
Whether a consumer profile is stimulated in the latent subconscious of each person, depending on the environment and their mindset at that time.
Culture creates trains of thought and these form a very small part of the environment. All consumers are part of different societies, meaning various trains of thought create their stereotyped framework.
The great capacity of the human being to adapt to an environment means that when we travel to a new place, we do so with a stereotyped mindset of the destination and we associate it with images that condition what we perceive and stimulate only some of the many consumer profiles inside us, even those that exist in the destination when adapting to the new environment.
During this process, the rest of our latent consumer types remain dormant, incapable of paying attention to other products, although they are in our personal typologies.
Not all consumers associate products with the same thing, nor does a person associate the same product in the same way at different times and in different environments. This is because the environment is much wider than culture, it holds millions of imperceptible data that we collect unconsciously in our brain, which goes further than our head, spreading throughout our bodies, with millions of information receptors. This is the reason 100% of our purchasing decisions are controlled by the subconscious.
The environment creates the consumer profile.