PSY 322

Consumer Behaviors and

Traits

Psychological ProcessMotive =Something

that makes a customer pays for a service or product

Memory = Brain function that allows one to save information for future use

Psychological ProcessPerception = Brain

function that allows one to save information for future use

Learning = Process of enhancement and development based on experience

Social ProcessOpinion Leaders =

People who make reviews that has impact to the customers

Roles & Family = People who make reviews that has impact to the customers

Social ProcessReference Groups =

Groups where the customers belong that can affect her buying decisions

Culture & Subculture = Identifying characteristics of people to identify where they belong

Consumer traits  Keep on comparing products Like to look for options Wants product with name Consider other offers

Just take whatever they can Uses reasoning before buying Trust their judgement Doesn’t get disappointed

easily

EnvironmentOld beliefs and cultureFamily upbringingRelativesTheir folks

Influences on Consumer Behavior

Influences on Consumer Behavior

Nature and nurture/environment

Development and changes in age and preferences

Business innovations and development

Why Consumers Interpret Marketing Messages Differently

Different Language Interpretations

Different Image Interpretations

Different interpretation based on culture

Why Consumers Interpret Marketing Messages Differently

Words are used to promote and advertise yet the public interpret each message differently depending on how they understand it.

The images used to depict the advantage of a particular product over its competitor are used to persuade customers to buy it. Customer’s interpretation varies from person to person

With implicative advertisements, consumers are left on their own to understand and interpret a particular ad.

References

Anderson, S. P., & Renault, R (2011). Notes on Customer Behavior. The American Economic Review. 96(1), 93-93-113. Retrieved from ProQuest database.

Bellman, S., Johnson, E. J., Kobrin, S. J., Lohse, G. L., Malshe, A., Gentry, J. W., & ... Groth, M. (2004). Competitive Paper Session: Cultural Influences on Consumer Behavior. Advances in Consumer Research, 31(1), 362-374. Retrieved from EBSCOhost.

Hansen, F. (1976). Psychological Theories of Consumer Choice. Journal of Consumer Research, 3(3), 117-142. Retrieved form EBSCOhost

Huddleston, P., & Minahan, S. (2011). Consumer Behavior Women and Shopping (). New

York, NY: Business Expert.

References part 2

Kinard, B. R., & Webster, C. (2010). The Effects of Advertising, Social Influences, and Self-Efficacy on Adolescent Tobacco Use and Alcohol Consumption. Journal of Consumer Affairs, 44(1), 24-43. Retrieved from EBSCOhost.

Phillips, B. (1997). Thinking Into It: Consumer Interpretation of Complex Advertising Messages Differently. Journal of Advertising, 4(1), 4. Retrieved from ProQuest database.

SMERRSTERS, D., MUSSWEILER, T., & MANDEL, N. (2010). The Effects of Thin and Heavy Media Images on Overweight and Underweight Consumers: Social Comparison Processes and Behavioral Implications. Journal of ConsumerResearch, 36(6), 930-949. Retrieved form EBSCOhost

Sohn, E. (2009, Decemeber). Why Women Like To Shop. Retrieved From http://www.new.discovery.com/women-shopping-evolution.html

Montgomery, J. (2008). The Role That Personality and Motivation Play in Consumer Behavior: A Case Study on HSBC. Retrieved From http://www.saycocorporativo.com/sacouk/bij/journal/vol1no1/case_3.pdf.