The idea of classifying consumers based on decision-making styles comes from consumer psychology and behavioral economics, which have roots in psychology, sociology, and marketing research.

### Key Theories & Researchers

1️⃣ Sigmund Freud (1920s-1930s) – Psychoanalytic Theory
- Suggested that consumer behavior is driven by subconscious desires (pleasure vs. control).
- This influenced emotional vs. rational decision-making models in marketing.

2️⃣ Abraham Maslow (1943) – Maslow’s Hierarchy of Needs
- Explained that consumers buy based on needs, from survival to self-actualization.
- Laid the foundation for emotional and status-driven purchases.

3️⃣ David A. Aaker (1980s-1990s) – Brand Personality Framework
- Identified five consumer personality types: Sincerity, Excitement, Competence, Sophistication, Ruggedness.
- Helped brands understand how consumers connect with brand identities.

4️⃣ VALS Model (1980s) – Strategic Business Insights
- Created one of the first psychographic segmentation models.
- Divided consumers into Thinkers (rational), Experiencers (hedonists), Achievers (status-driven), etc..

5️⃣ Daniel Kahneman (2000s) – Behavioral Economics & Dual Process Theory
- Introduced System 1 (Emotional) vs. System 2 (Rational) Thinking.
- Showed how people make fast, emotional decisions (hedonistic) vs. slow, logical ones (rational).

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### Who First Defined "Hedonistic" vs. "Rational" Buyers?
The first structured classification of Hedonists vs. Rational Consumers in marketing came from psychographic segmentation research in the 1980s-1990s, heavily influenced by:
✅ VALS Model (Thinkers vs. Experiencers)
✅ Kahneman's Dual Thinking (2000s)

Would you like a detailed comparison of Hedonistic vs. Rational buyers for your marketing strategy? 😊