摘要：The study about the consumer's behaviour can use in a remarkable way a series of models of human behaviour taken from the psychology and sociology. Among these there can be mentioned: the Pavlov model (based upon the finding that man can conditioned, by repetition and teaching, to react in a certain way), Freud model (based upon the psychoanalytical theory regarding the human being, the consumer's behaviour being approached by means of some biological and cultural elements), Veblen model (based upon the theory of conspicuous consumption, respectively on the motivational resources), Hobbes model (which was one conceived especially for the study of the behaviour of the organizational consumer), Maslow model (having as basis the thesis according to which the human needs are ranged on an hierarchical scale, on many levels of a pyramid), Marchall model (which has at its basis the idea that, once a need is satisfied by a good, an extra quantity of that good has a lower value) and others
