Executive summary
The purpose of this report is to identify the ways in which consumer motivation and personality can influence individuals into buying a Souda Bubble Chandelier which is made up of recycled materials and partly earned revenue will be donated to charity. The consumer that has been profiled is a 20 year old male student who studying in Monash University.
Motivation plays an important part in influencing an individual into purchasing a certain product. Therefore, arousals of motives which consist of physiological arousal, emotional arousal, cognitive arousal and environmental arousal are discussed in this report. In this case, whether or not the profiled consumer is motivated to purchase the chandelier, cognitive and environmental arousal is to be analysed in this report. Moreover, these arousals that are going to be discussed are not enough to show whether a consumer is motivated to purchase an item. Therefore, rational and emotional motives also play an important role in motivating consumer into buying this particular chandelier. These arousals and motives that motivates consumer to purchase the chandelier are then further discussed in this report.
Personality traits could also influence the consumer preference and purchase intention in respect to the selected product, numbers of questionnaires which consist of need for uniqueness (NFU), need for cognition (NFC), consumer ethnocentrism (CETSCALE), consumer susceptibility to interpersonal influence (CSII) and consumer innovativeness are given to the profiled consumer to identify his personalities. The two personality traits which are most likely to influence the profiled consumer into buying the product is (CSII) and (NFC) are selected and will also be dis...
... middle of paper ...
...l Psychology, 63(2), 308-310
Hochman, G. & Ayal, S. (2010) Physiological arousal in processing recognition information: Judgement and decision making,5(4), 285-286. Retrieved from http://journal.sjdm.org/10/rh9/rh9.pdf
Kaltcheva, V.D. & Weitz, B.A. (2003) The moderating influence of motivation orientation on the relationship between shopping environment arousal and behavior: Environment and shopping behavior (pp 3-4)
Mourali M., Laroche M., &Pons F. (2005). Individualistic orientation and consumer susceptibility to interpersonal influence, Journal of Services Marketing, 19(3),164 - 173
Schiffman, L., O’cass, A., Paladino, A., D’Alessandro, S., Bednall, D. (2011) Consumer Behaviour. Australia: Pearson
SoudaSouda. (2013) Bubble Chandelier. Retrieved March 25, 2013, from http://soudasouda.com/lighting/bubble-chandelier/
6.0 Appendices
Soskey, G. (2013, July 1). Marketing Psychology: 10 Revealing Principles of Human Behavior. Retrieved September 28, 2015.
(2000) found that hedonic products have higher premiums when promoted by hedonic promotional campaigns. However, a study by Dhar and Wertenbrosch (2000) indicates that when faced with the choice to give up a product for pleasure or for use; products for pleasure are the ones to be given up first.
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
A motivation theory that was presented in the 20th is called “Arousal Theory”. The two psychologists by the names Robert M. Yerkes and John Dillingham Dodson were the ones responsible for introducing the “Yerkes-Dodson Law” in the early 1900’s. The theory suggests, “during low arousal or stimulation the results is slow and lethargic and as the arousal increases so does the performance”. As it applies to motivation, arousal is a need that can be triggered by several factors. For instance, they can be a factor that is dependent on the temperature or climate. The arousal can be dictated by either hot or cold. In “cold” situations, arousal can be deemed low and on the other spectrum of being “hot”, arousal can elevate. During winter times, generally people tend to stay inside and stay warm in their cozy homes relaxing in their fireplace. People’s tendencies can be relaxed and lazy (low arousal). On the other hand, during summer weather most of us are vibrant and lively enjoy...
Many theorists suggest that consumption is correlated to the identity of an individual, that by purchasing goods from the mass market, it enables us to visibly establish our position within society. This differs from previous times in which a range of factors such as family histories, character and personal achievements played a significant role (Gabriel and Lang, 2006). Instead, there is the idea that the consumer has the ability to gain pleasure over objects, not just solely by the manipulation of objects, but through the degree of control over their meaning. The degree of control is developed and achieved through imagination and provides greater possibilities of pleasure experiences. This suggests that modern consumption can be seen as device that enables individuals to ‘dream’ about the desires they wish to fulfill. (Campbell, 1989: 79) (Cited in Gabirel & Lang, 2006)
This report aims to provide a mix review of theories and personal case study. I will apply two consumer behaviour theories in relation to my own purchase decisions.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
In the study of consumer behavior, the first thing we need to understand is the meaning of consumer behavior. Thus, we can see the overall content, which is the basic for further study. Many definitions were given. They can be summarized briefly as follows.
Shiffman, L.G. & Kanuk, L.L. 2010. Consumer behaviour. 10th ed. Upper Saddle River. NJ: Pearson Prentice Hall.
Personality is a characteristic that plays a major role in one’s individuality. “One has many parts that make up his personality” (Kramer 27). One may show these parts in different ways. There are a variety of personalities that one can have. If one wants others to see him as fun, he must have a fun and joyful personality. If one has an outgoing personality, one may have many friends and have a very social life. Many times a person can be judged by his personality. One’s personality may vary from day to day. One should always try to express the most unique personality possible.
Consumers may find utilitarian value in shopping, and this is seen as a more functional and tangible motivation (Solomon, Bamossy & Askegaard, 1999; Hirschman & Holbrook, 1982, p.134, Babin, Darden, & Griffin, 1994, p.646), resulting from a more conscious pursuit of the actual outcome wanting to get something (Babin, Darden, & Griffin, 1994, p.645). Miller (1998, as cited in Bardhi & Arnould, 2005, p.224) suggest that often when shopping according to a more utilitarian view, or provisional view, many of the individual desires take a second stage. However, consumption can also involve fantasies, feelings and fun (Hirschman & Holbrook, 1982, p.132) and can be about the actual experience and process (Tauber, 1972) which is the hedonic value (Babin, Darden, & Griffin, 1994, p.646; Sherry, 1990, p.26). Both motivations exist and can be found in shopping but it seems to be a question of the specific experience or situation to what degree each value is found (Solomon, Bamossy & Askegaard, 1999; Babin, Darden & Griffin, 1994; Dhar & Wertenbroch, 2000; To, Liao, Lin, 2007; Kim H,
People buy things not necessarily because they need things, but because they want things. One reason why people may buy things they do not need is because of advertisements. Advertising seduces people into buying things that they don't need because they always make the product seem way better than it actua...
This paper will discuss about some specific type of personality such as need for achievement, risk attitude, locus of control, self-confidence, innovativeness and need for autonomy
Since the 1980’s, tourist destination choice behavior has been a concerned research. It is the main topic in the tourism marketing. The personality of someone can affect his shopping preferences,