We all have behavioral scripts for every series of actions we take. These subconscious scripts tell us the sequence of expected behaviors we anticipate for anything we do—every step we take from entering a store to exiting, for example. Research indicates that behavioral scripts are individually held and play an active role in our experiences and recollection of said experiences (Bower et al, 1979). Despite there being a plethora of research on behavioral scripts in psychology, there is little research of behavioral scripts within the field of marketing and consumer behavior. We know that behavioral scripts affect human behavior, but the effects on consumer behavior are less known. This research explores the ways in which scripts affect buyer behavior, how marketers’ knowledge of scripts can elevate their influence, and whether going with or against a consumer’s script is most beneficial to the business.

Bower, G. H., Black, J. B., & Turner, T. J. (1979). Scripts in memory for text. Cognitive Psychology, 11(2), 177-220.