Hysteresis: a model of consumer behaviour?

A number of models of consumer behaviour, or of the influences on consumer behaviour, imply non‐linearity and non‐reversibility. These include the order winning/qualifying criteria model from manufacturing strategy, and the satisfier/dissatisfier and zone of tolerance models from the field of service quality. This paper demonstrates that these models share a commonality with the physical sciences’ hysteresis model, and that hysteresis can be used as a valid and informative model of a number of aspects of consumer behaviour. The application of this pre‐existing model unifies a number of previously disparate and even contradictory elements and suggests a common pattern of behaviour over a wide range of activities. The implications of this for operations strategy, service quality and further research are discussed.