Paper Title
Consumer Behaviour Vs. Human Behaviour

A human being has unlimited wants and desires. All the wants are insatiable but any particular want can be satisfied to an extent. Consumerism and Humanism are the two sides of the same coin of an individual behaviour where the ‘person’ and the ‘behaviour’ entity is common but he tends to behave differently in different situations. Nevertheless in both the cases, the ultimate objective is to attain the state of Happiness and sustain this happiness for long. As a consumer, he obtains happiness when he thinks that the utility derived from the consumption of a commodity is equal to the price he paid for a commodity as explained by ‘Marshallian Cardinal Utility approach to demand analysis theory’. The more he consumes the same commodity at the same time given his income and other options, the marginal utility derived shows diminishing returns followed by zero and then negative returns. On the other hand a human being shows irrational behaviour when his wants are unlimited and his resources to fulfil it limited. He derives happiness when he has worked to an extent of earning enough money. The money earned in his life time is good enough to take care of all his reasonable wants and some luxuries. With the passage of time when his income increases to take care of his demands of goods, his happiness quotient increases at an increasing rate and then finally comes a stage when it becomes saturated i.e the further increase in the financial wealth of reasonable man does not change his happiness index and later on it diminishes with the increase in money because of associated stress and worries. This is termed as ‘Hedonic Treadmill theory’. Both the theories are related with human behaviour in the two different contexts, one pertains to materialistic aspect and another to spiritual or peaceful insight of human being. At last, peace overrides all aspects of life without any ambiguity, but the development of understanding take years to understand. Keywords- Utility, behaviour, income, happiness