...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 PSY...
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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 and Presentation Formal Outline Nicholas Tatum PSY/322 April 14, 2015 Mr. Scott Skjordahl Consumer Traits and Behaviors Paper and Presentation Formal Outline I. Introduction A. Narrative Hook: Sentence to engage reader in your topic. B. Background on what the paper will be about. C. Thesis Statement: One-two sentences informing the reader what they will learn from reading the paper. It can outline what the main sub-topics of your paper will be II. Identify at least three psychological processes and three social processes that may influence consumer behavior. 1. Psychological factors which influence consumer behavior. 1. Motivation is a key factor as it deals with the consumer and their behavior. 2. Perception is what the consumer thinks about the brand or service. 3. Learning comes with experience. Trial and error. The consumer knows and supports a brand and/or service only after he/she uses the product/service. The consumer is satisfied when they decide to purchase the brand or service again. 4. Beliefs and attitude are essential when the consumer make a purchase. The brand image has an influence on the consumers buying decision. Marketers create the image of the product/service available in selected markets. The brands have an image associated to it. 2. Social processes which influence consumer behavior. a. Reference groups are made up of people that compare themselves with each...
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...ASSIGNMENT No. 1 Total Marks: 100 (Units: 1–5) Pass Marks: 50 Q. 1 (a) Discuss the impact of digital technologies on marketing strategies. (b) Describe the consumer research process in detail. (10+10) Q. 2 Discuss the motivation as a psychological force. Also explain the measurement of motives. (20) Q. 3 What is the concept of personality? Discuss the concept of brand personality in detail. (20) Q. 4 What is meant by attitude? Describe different strategies for attitude change. (20) Q. 5 Explain the elements of consumer learning. Also discuss the cognitive theory of learning (20) ASSIGNMENT No. 2 (Total Marks: 100) This assignment is a research-oriented activity. You are required to submit a term paper and present the same in the classroom prior to the final examination. Presentation component is compulsory for all students. You will have to participate in the activity fully and prepare a paper of about 15 to 20 pages on the topic allotted to you. The students are required to prepare two copies of Assignment No. 2. Submit one copy to your teacher for evaluation and the second copy for presentation in the classrooms in the presence of your resource persons and classmates, which will be held at the end of the semester prior to final examination. Include the following main headings in your report:- a) Introduction to the topic b) Important sub-topics c) Practical aspects with respect to the topic ...
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...Consumer Traits and Behaviors Paper and Presentation References PSY/322 Team C: Jesika Corbet, Marshaye Glasscock, Jane Riscica, Yulonda Coleman, and Brandon Treece May 26, 2014 1. Kacen, Jacqueline, J. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior Journal of Consumer Psychology, Volume 12, Issue 2, Pages 163-176 This article would be a helpful resource because it demonstrates the impact annual sales volumes increase in many cultures through impulsive buying. It also allows us to see just how individualism-collectivism, self-identity, and purchase behavior whether it is planned or impulsive contributes to a culture in different fashions. Impulse buying generates over $4 billion in annual sales volume in the United States. With the growth of e-commerce and television shopping channels, consumers have easy access to impulse purchasing opportunities, but little is known about this sudden, compelling, hedonically complex purchasing behavior in non-Western cultures. Yet cultural factors moderate many aspects of consumer's impulsive buying behavior, including self-identity, normative influences, the suppression of emotion, and the postponement of instant gratification. From a multi-country survey of consumers in Australia, United States, Hong Kong, Singapore, and Malaysia, our analyses show that both regional level factors (individualism–collectivism) and individual cultural difference factors (independent –interdependent self-concept) systematically...
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...research. CHAPTER 1 1.0 INTRODUCTION. 1.1 Background of study. Impulse buying occurs ―when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately‖ (Rook, 1987). Impulse buying may be consequent to consumer perceived environmental cognitions or experienced internal states or traits, which can evoke positive reactions from shoppers that lead to profit gains (Newman & Patel, 2004). Most shoppers occasionally buy on impulse. This pervasive phenomenon draws substantial research interest. At present dramatic increase in personal disposable incomes and easy to get credit availability have made impulsive purchasing in retail environment a major leisure and lifestyle activity. Impulsive purchase behavior is driven by pleasure seeking goals causes a consumer to experience desires for products. There exists a need to explore more the impulse buying behavior in a non-Western context, especially for those emerging countries as they are becoming the most lucrative markets in the world. Hence, the present study aims to fill this research gap by examining consumer’s impulse buying behavior and what factor influence impulse buying. A scientific problem can be formulated in a question: why do consumers sometimes act unpredictably and buy on impulse? The aim of the study is to justify factors affecting consumer impulsive purchase behavior in supermarkets....
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...The Self Paper Maggie Morrison PSYCH/555 November 11, 2013 Deirdre Teaford The concept of self The concept of self is an assortment of belief and understanding of how each person see things differently because of their feelings, beliefs, interpersonal relationship, and attitude. The term self identifies a person racial, sexual and gender roles, it is what makes them different from everyone else. In order to determine a successful investigate, social psychologist have separated self concept in two structures: conceptual and operational. Conceptual is define as self-concept which is separated into four characteristics, that consist of the material self, the inner self, the interpersonal self and the societal self, which is a reflection of a person and their different roles interactions with others. A person’s personality, characteristics, appearances, and social qualities is what makes you, it creates a difficult person of knowing and understanding the real you is not so easy. Finally, this image was created in many ways; however, it is influenced by our interactions with significant people in our lives (Cherry, 2013). Each person self consists of characteristic and personality traits distinguish us from other people. The relational of self is having personal relationships with your husband, wife, mother, father, sister, and brother. Self-concept represents the person I am or the person I have become. Self-concept is also made up as one self schema, which works together...
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...of Directors and friend, John Sculley, CEO of Apple Computer. This was a blow that Jobs did not take lightly, and in order to maintain his dream and vision, he started a new software company, called NeXT. Eventually Apple Computer purchased the failing company, only after Jobs returned to Apple Computer in 1997, as the CEO. He replaced Gil Amelio, who replaced John Sculley only three years before (Nair, 2012). In 2007, Apple Computer became Apple, Inc., so the world would know that Apple was not just selling computers (Finkle, 2010). Jobs’ leadership traits, charismatic leadership style and charismatic leadership traits are analyzed. The communication style of Jobs as a charismatic leader is also discussed. Jobs had the creativity and innovation traits of a charismatic leader and these topics are also briefly discussed. The combination of autocratic and entrepreneurial leadership styles are what best describes Jobs’ leader behavior (Dubrin, 2010). Jobs’ leader...
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...At War with the Paparazzi Benjamin Biwer 4320316 JOUR3745 (Section 001) “I can’t go to war with paparazzi” (Craig). This statement, made by Daniel Craig, unintentionally (and unknowingly) references the power struggle between celebrity spin machines and the paparazzi. In his piece, “On the Function of the United States Paparazzi: Mosquito Swarm or Watchdogs of Celebrity Image, Control, and Power”, Andrew Mendelson analyzes the function of paparazzi and the role these popular culture fixtures have on society and celebrity. Specifically, Mendelson examines the “war” between highly controlled celebrity images and candid, raw offerings provided by the paparazzi. While an argument can, and should, be made regarding privacy issues, pictures obtained by paparazzi provide a necessary checks-and-balances system to the cunning world of celebrity and entertainment (Mendelson). To this end, Mendelson’s argument that journalists (i.e. the paparazzi) should “look more deeply” into celebrities and popular culture events is completely valid. This paper will provide arguments that support Mendelson’s view of the paparazzi – first, by exploring the issues presented by celebrity-controlled personas; and second, by reinforcing the need for fact checking, as exists in political and professional realms. Mendelson provides a thought-provoking piece that challenges conventional wisdom on the paparazzi (i.e. privacy and boundary issues). The most poignant of his arguments describes the tactics the...
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...Content 1.0 Introduction…………………………………………………………………..2 2.1 Burger King Background……………………………………………..2 2.0 Psychological factors………………………………………………………...3 2.1 Perception……………………………………………………………...3-4 2.2 Consumer learning and Memory………………………………………...5 2.2.1 Consumer Learning………………………………………………...5 2.2.2 Consumer Memory…………………………………………………6 2.3 Motivation………………………………………………………………..7 2.4 Attitude…………………………………………………………………..8 2.5 Personality……………………………………………………………9-10 3.0 Sociological factors…………………………………………………….10 3.1 Socio-culture……………………………………………………………10 3.1.1 Sub-culture………………………………………………………..11 3.1.2 Media……………………………………………………………...11 3.1.3 Family……………………………………………………………..12 4.0 Decision Making Process………………………………………………13 5.0 Conclusion…………………………………………………………………14 6.0 References…………………………………………………………………..15 1.0 Introduction Consumer behavior is a decision process and physical activity that an individual involve in obtaining, using and deposing of goods and services. In this report, it shows how psychological, sociological and marketing mix factors combine to influence customer purchase behavior and decisions of The Burger King. 1.1 Burger King Background Burger King is an American internationalization fast-food restaurant providing hamburger. Burger King has been very successful fast-food chains that provide healthy and big portion of burger. The headquartered of the Burger King Corporation is located in Florida, United States. Burger...
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...Results May Vary: Adam Phillips’s Theory of Cloning and The Paradoxical Apotheosis of Individualism Adam Phillips’s essay “Sameness Is All” takes the form of a dialogue with two children to introduce the fantasy of cloning in which everyone is identical. Specifically, Phillips observes that cloning is a “denial of difference and dependence” which leads to a “refusal of need” (92). However, Phillip remains mindful that such fantasy of physical or psychological sameness is implausible as everyone is different - even clones. One then questions the significance of such wanting of sameness, or if the sense of sameness serves any purpose. Using the concept of Self and Other that Joanne Finkelstein examines in “The Self as Sign,” I propose that the sense of sameness that is offered by the illusion of cloning allows one to establish a sense of identity. In a final analysis, I will elaborate on Finkelstein’s arguments on the Self and Other to shed light on the question posed by Philips on whether cloning was the death or apotheosis of individualism, and suggest that cloning has the paradoxical outcome of reinforcing individualism even as one seeks uniformity. Cloning is supposed to lead to conformity and uniformity, the absolute sameness. Phillips argues that cloning is appealing to society because it seems to represent a cure for “the terrors and delights of competition” (90-91). What is interesting, however, is the eventual admission by Phillips that this...
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...Standardized and Localized Strategies and the Role of Culture in Marketing and Consumption Delroy A. Jefferson This paper is submitted in partial fulfillment of the requirements for International Marketing Doctorate of Business Administration SMC University Dr. Babu P. George July 26, 2014 Abstract The paper seeks to examine the arguments surrounding the issue of standardization versus localization as it highlights specific advantages and disadvantages of both as obtained from a review of the prevailing literature. It links cultural patterns with consumerism and seeks to outline an effective approach to market research for entry into international markets. There are strong arguments for implementing standardization and localization but the literature seems to suggest that either strategy in its purest form represent polar extremes and most strategies consists of some elements of both whereby a middle ground is found. Appropriately designed market research unearth local appeals and cultural patterns which play a crucial role in informing the international marketer of the best suited marketing strategy. Keywords Multinational Corporation, Global Corporation, Standardization, Localization, Cultural pattern Introduction For several years there has been an interesting ongoing debate on the subject of what is the most suitable marketing strategy to be implemented; that of standardization across national markets as opposed to a strategy which espouses an adaptation...
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...\CONSUMER BEHAVIOUR Basic concepts and definition Objectives: By the end of this lesson you will be able to: Explain why marketing managers should understand consumer behavior Define and explain basic concepts in the study of consumer behavior. Introduction Why is it difficult to market any product to consumers? The reason is simple: Consumers are complex and constantly changing. Not only is it difficult to figure what marketing program will work but also what worked yesterday may not work today. Thus marketers must constantly improve their understanding of customers. Understanding consumer behavior and knowing your customers is never simple. Customers may say one thing but do another. They may not be in touch with their deeper motivation. They may respond to last minute influences. Some companies like Kenya Airways, Equity Bank, Microsoft, Coca-Cola e.t.c have stood to profit from understanding how and why their customers buy. On the other hand not understanding your customer’s motivations, needs and preferences can hurt. In Kenya, companies like Elliott’s and Sang Yong Motors failed. Consider also the case of Kodak when it introduced its Advantage camera and proudly marketed it as a high-tech product but to a generation (usually referred to as middle-aged baby comers) for which the bells and whistles of new technology had lost their appeal. It was a costly bust. Basic definitions and concepts Marketing: Just to remind ourselves we can say that...
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...What factors to affect Hong Kong male’s consumer behavior in buying facial cleanser? Abstract The current trend of the human race is to remain presentable whenever they meet new faces. This transition separated male gender from female who appreciated the factor of beauty. However, current male generations have initiated the factor of beauty thereby imposing their skin care into various beauty products for them to remain presentable. This study will investigate and evaluate the factors, which affect the consumer behavior of males of Hong Kong in buying facial cleanser. The researcher developed a questionnaire to capture the required information and analyzed the data using SPSS program. This study gives an insight of various attributes that the researcher used in the analysis, revealing confidence, apprehension, self-presentation and orthodoxy as the main factors to consider while purchasing male cosmetics. Likely, the researcher discovered that Hong Kong consumers of for facial cleanser normally concentrate on price, brand image, product quality and customer service as the main determinant of the purchase. Introduction Background and problem Everyone in the society appreciates their body and will always maintain their dignity by remaining beautiful. Looking at the perception of the global world, most individuals live in a set of stereotypes who want to become models. This does not factor out the male gender who have adapted the consciousness about their image. The...
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...effective communication is critical to any organization and can help it in many ways. In fact, communication plays a role in product development, customer relations, and employee management - virtually every facet of a business' operations. In communication we share meaning in what we say and how we say it, both in oral and written forms. If we could not communicate, what would life be like? A series of never-ending frustrations,? Not being able to ask for what we need or even to understand the needs of others? Generally being unable to communicate might even mean losing a part of ourselves. Thus, in order to achieve results and being successful, it can be valuable to understand what communication is and how it works. The main objective of this paper is to explain the implication of general communication process on marketing communication. However, before we go through, we would like to clarify what general communication process is and what marketing communication is. What is communication, Marketing Communication and Communication Process? Communication Communication is a process through which senders and receivers of the message interact in a given social context to achieve a desired goal. In this definition there are three factors that need to be understood. 1. Process: By process, we mean that communication is a series of interactions that alter with time and produce changes in those involved in the interactions. It suggests that the components of interaction are dynamic in nature...
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