Marketing Dissertation Effects of Human Instinct and Ideals on Consumer Behaviour - This dissertation investigates the desire to be better than others and how such actions influence consumer buying behaviour. This premise is based on the archaeological theory that human history stretches back 100,000s of years ago, and that humans are genetically identical to humans from such eons. Consequently, the dissertation questions the fact that if humans have existed for 100,000s of years, and modern Western consumerism is arguably around 100 years’ old, perhaps some inherent leftover, primitive, primal or caveman human behaviours are responsible for consumer behaviour as a whole.
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