...*CONSUMER BEHAVIOR: *THE PSYCHOLOGY OF MARKETING Introduction The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points: Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person...
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...International Business Research; Vol. 8, No. 5; 2015 ISSN 1913-9004 E-ISSN 1913-9012 Published by Canadian Center of Science and Education How Does Packaging Influence Consumer Behavior? A Multidisciplinary Bibliometric Study Kelly Carvalho Vieira1, Valderí Castro Alcantara1, JoséWiller do Prado1, Cintia Loos Pinto2 & Daniel de Carvalho de Rezende3 1 Programa de Pó s-Graduaç o em Administraç o da Universidade Federal de Lavras (UFLA), Brazil ã ã 2 Institute of Humanities Sciences-Florestal, UFV/CAF-Universidade Federal de Viç osa, Campus Florestal, Minas Gerais, Brazil 3 Departamento de Administraç o e Economia da Universidade Federal de Lavras (UFLA), Minas Gerais, Brazil ã Correspondence: Valderíde Castro Alcantara, Programa de Pó s-Graduaç o em Administraç o da Universidade ã ã Federal de Lavras (UFLA), Brazil. E-mail: valderi.alcantara@posgrad.ufla.br Received: February 3, 2015 Accepted: March 5, 2015 Online Published: April 25, 2015 doi:10.5539/ibr.v8n5p66 URL: http://dx.doi.org/10.5539/ibr.v8n5p66 Abstract The objective of this research was to analyze the academic literature focusing on how product packaging influences consumer behavior through the use of a bibliometric study. To accomplish this, we analyzed 111 articles, published from 1982 to 2014, indexed in the Web of Science database maintained by Thomson Reuters (formerly the ISI Web of Knowledge). For the analysis, we used descriptive statistics, bibliometric...
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...ATTITUDES AND SOCIAL COGNITION Thinking Too Much: Introspection Can Reduce the Quality of Preferences and Decisions Timothy D. Wilson University of Virginia Jonathan W Schooler University of Pittsburgh In Study 1, college students' preferences for different brands of strawberry jams were compared with experts' ratings of the jams. Students who analyzed why they felt the way they did agreed less with the experts than students who did not. In Study 2, college students' preferences for college courses were compared with expert opinion. Some students were asked to analyze reasons; others were asked to evaluate all attributes of all courses. Both kinds of introspection caused people to make choices that, compared with control subjects', corresponded less with expert opinion. Analyzing reasons can focus people's attention on nonoptimal criteria, causing them to base their subsequent choices on these criteria. Evaluating multiple attributes can moderate people's judgments, causing them to discriminate less between the different alternatives. When faced with a difficult decision, people sometimes spend a good deal of time thinking about the advantages and disadvantages of each alternative. At one point or another, most of us have even reached for a sheet of paper and made a list of pluses and minuses, hoping that the best course of action would become clear. Reflection of this kind is generally thought to be beneficial, organizing what might otherwise be a confusing jumble...
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...Analysis of Consumer Behavior quotes “We surround ourselves with valued material possessions as a matter of our lives taking course. A sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence”. Discuss Introduction Psychology is important in many aspects of business, not least in the whole area of marketing and advertising. An understanding of the consumer behaviour is an essential part of the psychology of marketing. This essay will firstly give an explanation of consumer behaviour. Following this, it will discuss the benefits of the applications of consumer behaviours. Finally, it will look at the explication of attachment in consumer behaviours in the quote “We surround ourselves with valued material possessions as a matter of our lives taking course; a sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence.” Consumer Behaviour Consumer behaviour is a complex, multi-disciplinary theory contributed from a variety of social sciences. The microeconomic demand theory, the foundation theory of market economy, is focused on what prospect effect the changes in income and price has on demand under the prerequisite of stable preferences; it does not provide explanation of the dynamics of the many factors in between, for instance, what influence income...
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...Organizational psychology is just one of the many practice areas of the much larger domain, psychology. Both organizational psychology and its overarching study, psychology are rooted in science and use scientific data to help them find, diagnose and fix problems. Although both organizational psychology and general psychology diagnose and solve problems, their practice areas and methodologies are very different. General psychology focuses on psychological disorders and helping individuals in their personal lives. Organizational psychologists are not trained to diagnose psychological disorders. Organizational psychologists focus their attention on individuals as a larger group, generally found in the workplace. The objective of an organizational psychologist’s work is usually to help an organization become more effective. Just as organizational psychology is a subfield of psychology, it is also a subfield of the broader field of industrial-organizational psychology, or I/O psychology. According to “Industrial and Organizational Psychology” (2014), “Industrial/Organizational (I/O) psychology is both the study of behavior in organizational work settings and the application of the methods, facts, and principles of psychology to individuals and groups in organizational and work settings” (para. 1). I/O psychology combines two major divisions: industrial psychology and organizational psychology (Huelsman, 2008). Industrial psychology could be considered psychology for human resources...
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...Homework Title / No. : 3 consumer behavior Course Code: MGT 531 Course Instructor: __Mr. Manish Rajput_ Course Tutor (if applicable): ____ Date of Allotment: _____________________ Date of submission: 29-10-2010 Student’s Roll No: b25 Section No. : RS 1901 Declaration: I declare that this assignment is my individual work. I have not copied from any other student’s work or from any other source except where due acknowledgment is made explicitly in the text, nor has any part been written for me by another person. Student’s Signature: Rishikesh Priyadershy Evaluator’s comments: ____________________________________________________________ _________ Marks obtained: ___________ out of ______________________ Cognitive component - The term cognition (Latin: cognoscere, "to know", "to conceptualize" or "to recognize") refers to a faculty for the processing of information, applying knowledge, and changing preferences. Cognition, or cognitive processes, can be natural or artificial, conscious or unconscious. These processes are analyzed from different perspectives within different contexts, notably in the fields of linguistics, anesthesia, neurology, psychology, philosophy, anthropology, systemics and computer science. Within psychology or philosophy, the concept of cognition is closely related to abstract concepts such as mind, intelligence, cognition is used to refer to the mental...
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...What is Organizational Psychology? Organizational psychology has become a prominent necessity within companies all over the world, regardless of size. With the growing number of competitors providing similar services and stressful expectations of continued success, this position proves time and again to be one of crucial significance. Organizational Psychologists offer a corporation unbiased, fresh ideas in the area of improvement and advancement using various methods of analysis and research. The following paper will examine the field of organization psychology by defining, explaining the evolution, comparing and contrasting organizational psychology with related disciplines and analyzing the role of research and statistics. Defining Organizational Psychology Organizational psychology as defined by Jex & Brit(2008) is a “field that utilizes scientific methodology to better understand the behavior of individuals working in organizational settings” (p. 1). In the most basic terms, organizational psychology uses the scientific psychological principles and research methodology to study numerous topics that are vital to comprehending human behavior in different organizations. An applied field, organizational psychology is relevant to numerous work settings and applies research in the effort to increase productivity in the workplace. Organizational psychology focuses on specific conduct and behaviors employees exhibit on the job; particularly ones in need of intervention...
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...The object of consumer behaviour * Consumer behaviour as border science with: * Psychology * Sociology and ethnosociology * Economy(general economy, demography, statistics) * Marketing * Anthropology GDP is really usefull Example: | Family 1 | Family2 | Family 3 | Family 4 | Family 5 | GDP | Per family | Country A | 2000 | 2000 | 2000 | 2000 | 2000 | 10000 | 2000 | Country B | 0 | 0 | 0 | 0 | 10000 | 10000 | 2000 | Income 100% 80% 60% 40% 20% Lorenz curve 20% 40% 60% 80% 100% Most interesting: draw the curve for every year for a country Gini coefficient from 0 to 1 (if this coefficient is high that means that the amount will be really hight but really exclusive and good are cheap) Inflation rate is also very important, if you have a high inflation rate not enough money for sell goods Unemployment rate is also important, if you have a very high ratecheap goods, not distraction goods, only necessary good If you have high rate unemployment for young people (like in Spain) good which are normally sailed to young people will not be Important information in demographyAge,sex The object of consumer behaviour * Principal statements of consumer behaviour: * Dependability from historical situation and époque * Necessity to learn and to form the consumer behaviour * Use of analogies * Clearing causes of incomprehensible phenomenon * Dependability from...
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...questionnaires and make surveys to know about consumers’ psychology as managers attempt to change the production method and find appropriate advertising ways to satisfy consumers’ needs (Bowles Jr et al, 1984). However, some surveys still indicate that the sale of Coca-Cola is larger than that of Pepsi Cola. The factors resulting in Pepsi Cola only in the second place in the competition are diverse, however, this article only explores whether the old group, which accounts for the majority of population, especially in developed countries, refuses this kind of soft drink or not and whether the factor of health indeed plays a crucial role in the old’ s purchase. This article has been organized in the following way. The definitions of consumer, consumer behavior together with health are explained in the first part. In the second part, an experiment is introduced about who has reading nutrition labels habit and the findings are also listed. The third and fourth parts are the extension of the second one, that is, analysis of the findings and some reasonable suggestions to the company. Therefore, the third and fourth parts are the cores of the whole article. The last part is my conclusion about the whole article. Definitions Some important factors and their effects are analyzed on the basis of explanations of their definitions. Schiffman (1995) suggested that the term, consumer was always divided into two different groups, that is, personal consumer and organizational...
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...THE IMPACT OF EMOTIONAL ADVERTISING APPEALS ON CONSUMER IMPLICIT AND EXPLICIT MEMORY: AN ACCESSIBILITY/DIAGNOSTICITY PERSPECTIVE Patti Williams The Wharton School University of Pennsylvania May 2000 Rough working draft. Please do not quote without author’s permission. Patti Williams is Assistant Professor of Marketing at the Wharton School, University of Pennsylvania, 1400 Steinberg/Dietrich Hall, Philadelphia, PA 19104 Thanks to Carol Scott, Jennifer Aaker, Bob Bjork, Gavan Fitzsimons, Debbie MacInnis and Don Morrison for their generous donations of time and support to my dissertation research, upon which this paper is based. Special thanks to Jennifer for her insight and editing skills in creating this version of the paper. This research was funded in part by the Procter and Gamble Marketing Innovation Fund. Particular thanks to Chris Allen for his efforts in facilitating my relationship with P & G. Abstract Emotional advertisements have a substantial impact on consumer attitudes, as well as upon purchase intentions. However, research on the influence of emotional appeals on memory has been somewhat mixed, with some researchers asserting that they result in poor consumer memory, while others argue that if tested properly, they have a substantial impact. The current research addresses these mixed results by relying on an accessibility/diagnosticity framework to explore the effect of emotions on consumer implicit and explicit memory. Explicit memory performance...
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...the approach or method of research taken, there will always be key points to look out for when doing business research. Such as, the importance in learning what makes your product or service stand out against other competitors in the industry and how to market it in that manner to consumers. Brands and Consumer Behavior Marketing to the appropriate target is the goal in which to be achieved for almost every business. When a business puts its focus on the needs and wants of their proposed consumers, the chances of reaching that consumer is more likely. In this research, a questionnaire was developed to explore the correlation of brand image and brand equity with consumer purchase intention. Meenaghan (1995) defines brand image as product knowledge that enables consumers to identify a specific brand. Blackwell, Miniard, and Engel (2005) describe how brand image has both tangible and intangible associations for consumers. Bhat and Reddy (1998) define brand image as an information prompt. When it comes to brand equity; Keller (1993) contended that brand equity must start from the perspectives of consumers. From that perspective, brand equity means the differences in brand knowledge among consumers about the marketing stimulus effect given by a certain brand (Chen, Chen, & Huang, 2012). The results of the research study showed that brand image significantly affected brand equity, brand equity significantly...
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...Psychology of Advertising Term Project Mike Czarnik (RU: 900276595) April 20th 2014 Professor Sarah Jones Advertisement #1: Heineken Beer This advertisement is made for the beer Heineken. It was published in a 1974 edition of Playboy magazine and took a full page out in order to grab reader’s attention. According to Playboy Magazines media kit, almost 80% of the readers are male and the reader’s median age is roughly 39 years old. Because of this demographic, an assumption can be made that Heineken was trying to target this group of people. Playboy’s media kit also offers further information on their readers. It states that their average male house hold income is about $71,000 and that nearly 65% of all readers are single. Although these facts are for the 2014 media kit, it can be assumed that for a men’s entertainment magazine the demographics have not changed substantially. Heineken was most likely trying to appeal to this male demographic when they placed their ad. The ad itself was showcased on a full page of the magazine. It displayed an unopened bottle of Imported Heineken Lager beer resting at the edge of a beach. Water from the ocean is coming up around the bottom of the bottle and nothing but ocean can be seen in the background. This is the main focal point of the ad. The secondary focal point and another focus for the reader are above the bottle. The words read, “Oceans apart from the ordinary.” The words are the boldest on the page and in the largest font...
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...[pic] IQRA UNIVERSITY “Comparative analysis of consumer preferences for women clothing brands in Pakistan” Foreign brands Vs Local brand Consumer Behavior Research Project Report Submitted to: Shahnawaz Adil PREPARED BY: Jawaria Vohra 4533 (javeria.vohra@hotmail.com) Komal Sarwar 4172 ( komi.sarwar@hotmail.com) Mehwish fareed 4266 (m4mehwish32@gmail.com ) Huma sohail (humasohail90@gmail.com) Mariam Shahid (mariam-marry@hotmail.com) CHAPTER 1 INTRODUCTION 1. Introduction. The topic is being researched upon because the Pakistani women now play a vital role in the economy of Pakistan and now have a greater buying power and consumption pattern while purchasing clothes. Clothing is one of the most essential factors of one’s daily life, especially when it comes to women. Gone are the days when women used to sit back at home and their husbands used to shop and buy them a dress a month. Contrary to it the contemporary fashion market is being revolutionized and being known by the women clothing industry at its major part 1.2 Background Globalization has lead to a vast information and decision making set for everyone. Due to globalization, people are aware of product, their attributes, quality, prices and the number of substitutes they can refer for a certain product or service. As a result of globalization, a gap between nations and their culture have reduced, and people are adopting the trends of other countries...
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...Major forms of Therapy Charlotte Harrington Psy/102 Carla Homburg Major Forms of Therapy We live in a world with many disorders which have been effectively treated by different forms of therapy. Four major forms of therapy include the psychodynamic, cognitive, behavioral, and humanistic therapy. The form of therapy used may depend upon the type of disorder a person may exhibit. Disorders are analyzed in order to determine which type of therapy is needed for treatment. Extensive research has gone into understanding the different types of therapy and how they are used to benefit society. Therapists have analyzed the human psyche to better understand the human personality and how best to help the individual. The past, present, and future are areas in which these diverse psychological therapies are used to treat individuals. Whether or not treatment is effective, may depend on the individual. The psychodynamic therapy brings unresolved conflicts and unacceptable impulses from the past to the present allowing the patient to deal with such problems more effectively. In addition, therapists are challenged in finding ways to help the patient understand the unconscious (Feldman, 2010, p. 430-431). According to therapy.com (2010), the psychodynamic therapy focuses on a person’s personality while addressing issues of past and present relationships. According to research, this form of therapy focuses on parts of your personality and although it can treat many mental health conditions...
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...Team Assignment BU481 Sections M - Group 9 1. Given 12 cases in the course, what industries and sizes of companies would you like to see covered in the course. Software/Hardware Industry I believe a large sized software or hardware company, founded pre 2000’s would be hugely interesting to research in a business policy course. Companies that come to mind that have also been influential during the Internet boom, and still compete in the software or hardware environment include Yahoo! Inc., Cisco Systems, Microsoft, and lastly Amazon.com Inc.. If the case was current, I believe it would give students a realistic look at the way computers can alter and disrupt the business landscape. It would include many course concepts including leader/follower dynamics, external environment analysis, as well as the different ways a company can bring new or old products and services to new or old markets. All of these companies are in a constant race with one another for market share, and while small competitive advantages can be leveraged into larger ones in a short time, they can be lost in that same time frame. The competition these companies face also exists among small firms operating in leaner capacities. Analyzing any of the above mentioned companies would allow students to be creative while providing an informative view of how these companies are hugely capable of changing the way everyone interacts with the world around us. Video Game Industry An example of a company...
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