We all are consumers; yet the consumer within us is an elusive person. It is difficult to pin him down with set behavioural patterns. We are rational, we are impulsive, we are money conscious and we are also brand conscious. The person who heckles the shopkeeper to give a five-rupee discount on a plastic mug enjoys food in a nearby restaurant and tips the waiter a tenner without batting an eyelid. Yet, we never bother to understand why we are like that.