Self-perception theory suggests that people understand their own attitudes and feelings by observing their own behavior. In market research, this can be applied by analyzing how consumers behave when making buying decisions. By observing and studying consumer actions and choices, researchers can gain insights into their preferences and attitudes. For example, if people consistently choose eco-friendly products, it indicates they value sustainability. This information helps companies tailor their marketing strategies and product offerings to better meet consumer needs and desires.

I completely disagree with self perception theory. I think one of the greatest gifts marketers can give their audiences is the gift of trusting their own ability to be aware of them selves. Already, with that presumption in place, there is an a parent trust is built between viewer and marketer. If you treat the consumer as dumb, they can only play the part inasmuch. Like any other habit, oxytocin is also deployed alongside dopamine and many other neurochemicals. What does this mean for marketers? When people feel trust, oxytocin is deployed. When there is no trust, present, oxytocin is still deployed, but its not used comprehensively. That means now it is on the marketer to build even more trust. One extra step that is unnecessary.

This may or may not be true and I am referring to that statement of not having clear internal states, coz I believe Emotions, beliefs or intentions are circumstantial If we take your example of preferring one brand over another, what if you are in a place where the usual preferred brand is unavailable or what if you’ve taken the other brand just to try something different, afterall monotony does get you doesn’t it Maybe if the preferred brand creates exciting new things, maybe then the fluctuating emotions won’t set in Just a thought

In general. I think it is best to dispense with the idea that people are rational. People have a very limited capacity for rationality (referred to as bounded rationality in psychology) and make decisions based on a combination of rationality and emotions. A person's choice to not purchase a product might have absolutely nothing to do with the product itself, and instead be entirely driven by exogenous, non-rational, forces. Social norms, in particular, are a powerful motivator of human behavior, as are emotions. Understanding these factors and their influence on individual perceptions can help marketers craft messages that more effectively capitalize on the complex socio-emotional influences on individual behavior.