Consumer behaviour, Module 2

Consumer Behaviour and the Zone of Tolerance

In this module we examine how customers make decisions and how they behave. This short video takes a look at something called the zone of tolerance……something we all have. Think about what you will accept and more importantly what you are not will to accept. Can think of an example? Comment 🙂

About Ian W. McVitty

Teacher, Academic Advisor and Learner.


23 thoughts on “Consumer Behaviour and the Zone of Tolerance

  1. Generally, I am the most tolerant person on the Planet, but without any doubt, I can forget with all about this quality when someone, subject of my patience, testing my limits, pushes things too far, thinking that is a kind of weakness of mine and start looking me somehow from a high-level, with a kind of superiority.


    Posted by Clementina Ancu | September 25, 2014, 4:55 am
  2. For me, twenty years ago, each problem had just two solutions: black or white, yes or no. Meanwhile, having the chance to interact with all kinds of people and with a thirst for knowledge and understanding of human nature, I discovered that every human has rights, passions, desires, weaknesses, interests, just like myself. I understand that everything and every issue is seen by a million people with a different shade of color (unique beings by definition). Now, every time when occurs something that requires tolerance, I try to see the situation through the person’s eyes, mind and heart to find where is “the secret”, where and what is the problem’s key, hoping to be really useful. I often heard from people this expression: “20 years ago, I would not be forgiven/accepted this thing.”

    I’ve met some people at an advanced age with a very thin zone of tolerance, but unfortunately, those people had a pain in their soul, they felt unloved and alone, being either abandoned, or forgotten by their children.


    Posted by Clementina Ancu | September 25, 2014, 9:29 pm
  3. I am convinced that I can tolerate everything except other individuals’ misunderstanding, which make me upset and mad. I know I should be more open-minded and I just endeavor to do my best about what I do. My friend told me that It does not matter other people’s view, just do yourself.


    Posted by Anonymous | September 25, 2014, 9:46 pm
  4. I am Mengrong Gao, but I do not know why the button showed Posted by Anonymous??


    Posted by Anonymous | September 25, 2014, 9:48 pm
  5. To answer your question sir, yes we do tolerant things less as we get older, i think that this is because for one thing, as we get older we have less patience to deal with things that are annoying or that take up our time, when we are older we want to live life to the fullest because we don’t have that much time left on this Earth, so if we have to wait in line for a long time or deal with rude people, we are going to tolerate these things less then as we did when we were younger. 🙂

    Liked by 1 person

    Posted by Reanna | September 25, 2014, 11:52 pm
  6. Sometimes it’s hard to define what I will accept and what I will not. For me, the zone of tolerance can be changed from time to time depending on the situation. Even if it’s the same situation, I sometimes react differently.


    Posted by Anonymous | September 26, 2014, 2:20 am
  7. I will not accept having someone look down upon me when they are providing a service. I’ve had it happen to me a couple of times, so I would ask for some else to help me. Every guest should be treated with the same respect. If I can tell someone’s having a bad day, I would ask if there was something wrong, and inform them how they are coming across, they just might not know how they are treating people.


    Posted by Kimberley McCullough | September 26, 2014, 11:36 am
  8. Yes we have less tolerance as we get older, maybe because of the generation gap.

    Liked by 1 person

    Posted by Kimberley McCullough | September 26, 2014, 11:44 am
  9. I believe that over time our zone of tolerance does change due to the fact that we are getting older, but one thing that should not be tolerated is bad customer service whether we are young or old because we as humans like to be treated with respect.

    Liked by 1 person

    Posted by Shawn Nageer | September 26, 2014, 1:33 pm
  10. If I would have been there in this situation I don’t think so my tolerance level will be managed. Cause my expectations are built based on their charges and what they show up so they should make us feel worth of regarding everything.

    Liked by 1 person

    Posted by pooja | September 26, 2014, 3:09 pm
  11. I will accept they don’t have a good environment,but I can’t accept if they don’t have friendly services or staffs. If you are not a five-stars hotels, it’s totally ok, because it’s inside my zone of tolerance. but if there have an unfriendly staff didn’t treat you well, you will feel disappointed already before you start your trip/vacation. I think friendly workers are more important than the hotel services.


    Posted by Lubin,YU | October 7, 2015, 7:36 pm

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Ian W McVitty

Email: mcvitti@algonquincollege.com
Phone: (613) 727-4723
Drop By: H204C

Creative Commons Licenced

Creative Commons License
Hospitality Marketing One by Ian W. McVitty is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
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