Slawek Magala: Consumers buy based on the roles they play

Companies spend billions of dollars annually studying what makes consumers tick. Marketers used to believe consumers had stable preferences and just one role to play, for example as a responsible mother or a business professional. Professor Slawek Magala explains that shoppers actually play many different roles a day. To understand consumers’ decision-making process when buying, and what product or service they decide to purchase, it is necessary to recognise these different roles.