...Consumer traits and behavior Team A Psy/322 Consumer traits and behavior Several topics will be discussed throughout this presentation starting with psychological and social processes that may influence consumer behavior. It has been determined that the consumer play the role of demander and care receiver through good harmony with consumer behavior as the bases of emotion. The corporation plays the role of supplier and philanthropist, through effective corporate strategy and policies based on reason. Finally public policy plays the role of guider and regulator based on the law. The dynamic relationships among consumer behavior, corporate strategy, and public policy are explored here through feedback with a system perspective and dynamics of cause-effect. Corporate ethics fell into five stages, since the 1960's the social expectations of the public with regard to corporations has increased substantially. Carroll (1979) stated that corporate achievement is essential for revaluating a business and those certain social criteria are also important. Consumers want to know about a corporation. If consumers have a good impression of a corporation and they have access to positive information and understand what a firm thinks, says and tends to do in relation to others make it also likely to strengthen the perception of corporate social responsibility. Corporate profits are positively and directly affected by consumer purchase behaviors...
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...Consumer Traits and Behaviors Paper Dorothy Mullan, Stephanie Marsh, Sean Phillps, Tony Singleton and Debbie Banks August 18, 2013 PSY/322 Psychology and Research Chancy Marsh IV We define consumer behavior as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs” (Schiffman & Kanuk, 2012). Each consumer has individual needs that the markets try to appeal to. Why do consumers buy, when do they buy, where do they buy it and how often are questions that are continually asked. Food, Clothing and shelter are necessary items that consumers need, but markets want to induce consumers into feeling that their products will satisfy their needs. “The key to a company’s survival, profitability, and growth in a highly competitive marketplace is its ability to identify and satisfy unfulfilled consumer needs better and sooner than the competition” (Schiffman & Kanuk, 2012). Each consumer has unique traits and behaviors we will be discussing in the following paragraphs Within the decision-making process there are two major parts psychological and social processes. Three examples of psychological process are, motivation that is a driving force within a person that influences them to take action. This driving force is a tense feel within the person because...
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...Consumer Traits and Behaviors Paper and Presentation References September 16, 2013 PSY 322 Professor Susan Rusnak Exploring the Trait of Competitiveness and Its Consumer Behavior Consequences Competition is a major issue here within society of the United States and so in this capitalistic system, there is a steady competition in a capitalistic system competing against each other in a free market. In a legal system, plaintiffs and defendants constantly compete against each other to win the verdicts of juries and judges. Competition occurs within consumer behavior. People are so competitive when it comes to sports and games, they even have food competitions. Competitiveness can lead to strange behaviors. Trait of competitiveness can lead to strange behaviors and has also been recognized as “the enjoyment of interpersonal competition and the desire to win and be better than others” (Spence & Helmreich, 1983, p.41). Background theory four levels are labeled elemental traits, compound traits, situational traits, and surface traits. Elemental Traits are the basic and enduring cross-situational predispositions. Five of the eight elemental traits are openness to experience, conscientiousness, extroversion (measured as introversion), agreeableness, and emotional instability. If you are using the evolutionary perspective, three additional elemental traits are proposed: the need for body resources, material resources, and arousal. The eight elemental traits in a series...
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...Explain the relationship between consumer traits and behavior. Provide a specific example. What is consumer buying behavior and how is it impacted by internal and external factors? Buying behavior is the decision processes and acts of people involved in buying and using products. When trying to understand the complexity of consumer buying behavior it is important to understand the why consumers buy any products or contract any services. What influences a consumer to buy one brand over another? Personal behavior and character traits have a large role in the actions we take the decisions we make, including consumer choices. Traits Character traits are defined as enduring and stable patterns of behavior, attitudes, emotions, that vary between individuals (Dr Howell, 2014). Personality traits are everlasting characteristics that are consistently demonstrated in spite of changing circumstances or environment. Because they define habitual patterns of behavior, thought and emotion, they provide a foundation for predicting behavior. Researchers have linked personality traits to experiential buying tendencies, political orientation, and preference in pets, even more meaning connections to divorce, morbidity, and occupational attainment. Traits are a window into consumer motivations. Traits are hard for marketing plans to alter but a communication plan may be altered to focus on certain character traits. As an example, if a specific demographic has a certain political orientation...
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...Consumer Traits and Behaviors PSY/ 320 Consumer Traits and Behaviors Consumer traits and behaviors, what are they? Consumer traits and behaviors could be defined as the conducts and characteristics that consumers show in searching for, purchasing, using, evaluating, and disposing of products and services that they hope will satisfy their different needs (Schiffman & Kanuk, 2010). Consumers are influenced by different factors on what, when, where, how and why they buy a product or service. Some aspects influencing consumer traits, behaviors and how messages are received are psychological, social and culture process. Aspects as personalities, age, interest, believe, cultural background, social classes, among others are important elements to keep in mind when developing a marketing communication plan to reach the desired segment more effectively and motive decision making on customers. Consumer behavior focuses on how individual consumers and families or households make decisions to spend their time, money, and effort on consumption-related items. How they evaluate a product or service after the purchase, the impact of such evaluations on future purchases, and how they dispose of them (Schiffman & Kanuk, 2010). There are different motivations for what consumers make their purchasing decisions on and these are basically based on their innate and acquired needs. These needs stimulate people’s feelings and actions toward a product or service. We will be then identifying...
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...Consumer Traits and Behaviors PSY/322 University of Phoenix Consumer Traits and Behaviors Introduction “Consumer behavior involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, and making purchase decisions .whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these” (Perner, 1999-2008.). People in today’s society perceive messages differently. The way people perceive a message has a lot to do with consumer traits and behaviors. “The behavior that consumers undertake in seeking, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their personal needs” (Perner, 1999-2008.). As human beings we are all unique and have our own opinion, this reflects on our pattern of purchases. Marketing strategies of different product and services are why purchases differ from one another. One individual may enjoy colorful scenery throughout their household while another individual love the simple more modern scenery. The consumer goes through a process of receiving a stimulus and acting accordingly. This then triggers decision making. Culture plays a role in a person needs and behavior. According to Perreau, “an individual will be influenced by his family, his friends, his cultural environment or society that will “teach” him values, preferences as well as common behaviors to their own culture.” Individuals...
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...different in terms of all personality traits, it will be impossible to group customers into segments. 2. Personality is consistent and enduring • Though personality of consumers may be consistent, their consumption behavior often varies. 3. Personality can change • An individual’s personality changes not only in response to abrupt events, but also as part of a gradual maturing process. • Convergence in the personality characteristic of men and women. Chapter 5(Consumer Behavior) Mohammed Sohel Islam 1 Theories of Personality Freudian Theory Unconscious need or drive Human motivation • Personality consists of three interactive systems. ID: ‘Warehouse’ of primitive and impulsive desire. Seeks immediate satisfaction. SUPEREGO: Internal expression of society’s moral and ethical codes of conduct. “Brake” that restrains or inhibits the impulsive force of the ID. EGO: Conscious control. Balance between impulsive demand and sociocultural constraints. Purchase or consumption situation is a reflection of individual’s own personality. Neo-Freudian personality Theory Social relationship is the fundamental to the development and formation of personality. Karen Horney’s classification of personality C: Compliant (move towards others) A: Aggressive (move against others) D: Detached (move away from others) Chapter 5(Consumer Behavior) Mohammed Sohel Islam 2 Trait Theory (Quantitative or empirical) • Trait is defined as any...
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...Individual Assignment Consumer Psychology and Marketing Communication Article.doc PSY-322 Week 2 DQs.doc PSY-322 Week 2 Individual Assignment Marketing Communications Memo.doc PSY-322 Week 2 Learning Team Assignment Consumer Traits and Behaviors Paper and Presentation References.doc PSY-322 Week 3 DQs.doc PSY-322 Week 3 Individual Assignment Marketing Research and Promotional Message.doc PSY-322 Week 3 Learning Team Assignment Consumer Traits and Behaviors Paper and Presentation Formal Outline.doc PSY-322 Week 4 DQs.doc PSY-322 Week 4 Individual Assignment Environmental and Consumer Influences Analysis Paper.doc PSY-322 Week 5 Consumer Traits and Behaviors Paper and Presentation.pptx PSY-322 Week 5 DQ 2.doc PSY-322 Week 5 DQ1.doc PSY-322 Week 5 Individual Assignment Case Study.doc PSY-322 Week 5 Learning Team Assignment Consumer Traits and Behaviors Paper and Presentation.doc Psychology - General Psychology PSY 322 Week 1 Individual Consumer Psychology and Marketing Communications Article Analysis PSY 322 Week 2 Individual Marketing Communications Memo PSY 322 Week 2 Learning Team Consumer Traits and Behaviors Paper and Presentation References PSY 322 Week 3 Individual Marketing Research and Promotional Message PSY 322 Week 3 Learning Team Consumer Traits and Behaviors Paper and Presentation Formal Outline PSY 322 Week 4 Individual Environmental and Consumer Influences Analysis Paper...
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...| | |Consumer Psychology and Research | Copyright © 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course focuses on consumer behavior and marketing research. Topics include the cognitive processes underlying consumer choice, descriptive consumer characteristics, and environmental consumer behavior. This course emphasizes the implications of consumer behavior on domestic and global marketing communications. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. Course Materials Bagozzi, R. P., Gurhan-Canli, Z., & Priester, J. R. (2002). The social psychology of consumer behaviour. Philadelphia, PA: Pearson. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle...
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...Consumer Traits and Behaviors Paper Dawn Chapmen, Cheri Ward, Rachelle Barrera, Hallie Richardson, & Jose Diaz PSY / 322 July 22, 2013 Instructor: Lisa Siegal Consumer Traits and Behaviors Paper In today’s competitive market, advertisers must look at all facets of consumerism. Consumer traits and behaviors can be analyzed to find out why people purchase products and select certain services; a marketer should research the psychological, social, personal, and also similar traits and behaviors that consumers share based on those social and psychological factors to find out what truly motivates the buyer. An organization will be and remain successful, by learning how to leverage the different factors that influence consumer purchasing behavior to effectively market their products and or services while maximizing their sales. The factors that seem to play the biggest role in consumer's buying behavior include social factors and psychological factors. The psychological factors that influence an individual's decision to make a purchase are further categorized into the individual's motivations, perceptions, learning and his beliefs and attitudes, or personality traits. The social factors that can have an influence include: personal influence, reference groups, family influence, social class, culture and subculture. While marketing products and services to certain individuals or groups, manufacturers need to determine the needs of the purchaser to reach their target group...
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...Rebecca Zellner Professor Joseph Ben-Ur MKGT 4311-Buyer Behavior Exercise in Consumer Psychology 1. Describe, define and explain all relationships between all the systems in Freud’s theory. According to Sigmund Frued analyses, human personality consists of three interacting systems: the id, suger ego, and the ego. These elements of personality work together to create complex human behaviors. The id consist of primitive and impulsive drives impelled by the pleasure principle consisting of basic physiological needs such as thirst, hunger, and sex which the individual seeks immediate satisfaction without concern for the specific means. For example, an increase in hunger or thirst should produce an immediate attempt to eat or drink. The id is established in early life such as an infant that is hungry, he or she will cry until the demands of the id is met. However, immediately satisfying these needs is not always realistic or logical. If we were ruled entirely by the pleasure principle we might find ourselves indulging or participating in wrongful behaviors not thinking of the outcome. In comparison the super ego is conceptualized as the individual’s expression of society’s moral and ethical codes of conduct. The super ego’s role is to ensure the individual’s needs are met in a socially acceptable fashion. Lastly the ego is the individual’s conscious control. The ego’s role is to monitor and balance the impulsive demands of the id and the sociocultural constraints of...
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...After a series of empirical research, WANG QingSen(2008) showed that Chinese consumers tend to choose the store which provides more products information when they were shopping online. In the online shopping process, consumers can’t perceive the product quality through close touching and feeling. Thus, they can only get to know the products by pictures and description. Therefore, the research makes the following hypotheses: H1a：Abundant information of products has positive effects on stimulating consumers’ active mood. 2 Hypothesis on the Influence of Price Discounts on Active emotions Biswas & Burton (1993) pointed out that price discounts made consumers felt that they earned a special offer. If they didn’t purchase the product, they would have the feeling that it would be a loss or that I earned a special offer but I lost the chance. Tversky A (1979) proposed that consumers were all loss aversion and that they would purchase the product in order to obtain the economical save generated by the discounts. Chuang & Kung (2005) claimed that among all potential factors stimulating consumers’ intention of purchasing, price stimulus was the most persuasive in consumers’ impulsive purchasing behaviors. In addition, price discount is the most common means in price stimulus. Yan Qiaoli (2008) argued that when encountered sudden discounts in a limited quantity and time, consumers were more likely to fall into the feeling that they would not have the second...
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...influences the behaviors displayed in a relationship and bi-ases the character inferences that are derived from the ob- servation of these behaviors over time “ Many companies are trying to get target customers’ attention by creating a distinctive brand image for their products. In the United States, promotion of General Motors’ Chevrolet truck emphasized the image of “Like a rock,” and that of Canon’s EOS Rebel X camera emphasized the image of independence, dynamism, and brilliance through the tennis player Andre Agassi. These kinds of human characteristics associated with a brand are called “brand personality.” The importance of brand personality to consumers’ brand loyalty and repurchasing behavior has not been widely acknowledged. The greater the self-expressive value and the distinctiveness of brand personality are, the greater will be the attractiveness of the brand personality. The greater the attractiveness of the brand personality is, the more consumers will identify with that brand. Brand differentiation is now an important tactic for the competitive struggle in today's hostile market. A good solution for making brand superiority is through brand personality. Sticking personalities to brand helps in making a different identity and then end to better desirability for consumers. All of the direct and indirect communication and contact that consumers have with a brand affect perceptions of personality traits and make them. Customers' attitudes and behaviors towards the...
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...Relation to Personality Traits and Cues Seounmi Youn, University of Minnesota Ronald J. Faber, University of Minnesota ABSTRACT - Much of the work on impulse buying has been concerned with defining and measuring the concept. Less effort has been directed toward determining the factors that underlie the tendency to buy impulsively. This study looks at the relationship between impulse buying tendencies and three general personality traitsClack of control, stress reaction, and absorption. Additionally, this study identifies several different types of internal states and environmental/ sensory stimuli that serve as cues for triggering impulse buying. Internal cues include respondents’ positive and negative feeling states. Environmental/sensory cues encompass atmospheric cues in retail settings, marketer-controlled cues, and marketing mix stimuli. Relationships between the three personality traits and specific impulse buying cues are also examined, along with differences among high and low impulse buyers in their sensitivity to various cues. [ to cite ]: Seounmi Youn and Ronald J. Faber (2000) ,"Impulse Buying: Its Relation to Personality Traits and Cues", in Advances in Consumer Research Volume 27, eds. Stephen J. Hoch and Robert J. Meyer, Advances in Consumer Research Volume 27 : Association for Consumer Research, Pages: 179-185. Advances in Consumer Research Volume 27, 2000 Pages 179-185 IMPULSE BUYING: ITS RELATION TO PERSONALITY TRAITS AND CUES Seounmi Youn...
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...Consumer behavior (Authors Name) (Institutional Affiliation) Consumer behavior The first step to consumer decision making is problem recognition. The root cause to making a decision starts with recognizing a particular problem by a consumer. The consumer has a need or a want that should be satisfied. A consumer can recognize that his current car is not of the new standards and thus he/she is compelled to consider buying a new one. The second step to consumer decision making process is information search. This involves the consumer looking for a product or services that effectively satisfies his/her wants. Most of the information received by the consumer is however through commercial sources such as newspapers, catalogs, media advertisement or through direct contact with the manufacture via mail. In this particular stage the consumer also analyses the strengths and weaknesses of the varieties of products available (Solomon, 2009). Once the consumer decides on which product or service best satisfies his/her needs and wants the consumer goes to the next step which is to evaluate alternatives. The consumer’s main goal is to identify the best deal by comparing the various features and benefits of the different products. This may be based on a number of factors such as price, brands, colors and quality of the product or service, other factors such as preference may also influence their decisions. For consumers considering purchasing a car, price and prestige may be the most...
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