How to understand the relationship between tourism consumer psychology and tourism consumer behavior

What is the difference between consumer psychology and consumer behavior?

1. Definition of noun: Consumer psychology refers to what people think when they are consumers; consumer behavior refers to what people think about goods or services when they are consumers, observed from the perspective of market circulation. Consumption needs, and activities that transfer goods or services from the market to consumers;

2. Definition of the discipline: Consumer Psychology is an important branch of psychology that studies The psychological phenomena and behavioral rules of consumers in consumption activities; Consumer Behavior is the science that studies the psychological activity characteristics and behavioral rules of consumers in the process of acquiring, using, consuming and disposing of products and services;

3. Similarities and differences between the two: It should be said that consumer psychology and consumer behavior are very similar, and their contents are similar to a large extent. However, consumer psychology contains more theoretical content and deeper research depth; consumer behavior studies the characteristics and patterns of consumers' activities in consumption behavior from the perspective of external behavior, and its external aspects are broader. The content involving psychology relies more on the stimulus-response (S-R) theory of behaviorist psychology. Therefore, consumer psychology provides the theory of consumer behavior to a certain extent, but the latter is not only psychological knowledge, but also based on other related theoretical courses such as marketing.