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Personality factors that influence consumer behavior
Consumer behavior osu exam.1
Personality factors that influence consumer behavior
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Introduction
Personality and attitude are both internal factors (inner characteristics) that influence a consumers’ behaviour. Research has been done on these internal factors and researchers have come to the conclusion that inner characteristics are those characteristic that distinguish one individual from another such as mannerisms. Some research implies that early childhood experiences and dual influence of genetics can have an influence on the development of one’s personality; other implies that personality develops over time and thus does the social and environment have an influence on one’s personality (Shiffman & Kanuk, 2010:136). According to Shiffman and Kanuk (2010:136) personality can be defined as the following: “those inner psychological characteristics that both determine and reflect how a person responds to his or her environment”. Rousseau and du Plessis (2007:215) link the following concepts to personality: purchasing behaviour, product choice, social influence, opinion leadership, attitude change, risk-taking and last media choice.
Unlike personality, attitudes are learned and thus can it change. Attitude might drive a consumer toward or drive them away form a particular behaviour (Shiffman & Kanuk, 2010:247). According to Shiffman and Kanuk (2010:246) and Rousseau (2007:194) attitude are defined as follows: “attitude is a learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object, subject, idea or behaviour”. A consumer’s attitude can vary from situation to situation. Rousseau (2007:194) states that attitude is formed through the learning process.
According to de Mooij (2011:20) consumer behaviour is the process involved when consumers select, purchase, use...
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...rand personality: investigating the impact of consumer personality on preferences towards particular brand personality. Brand management, 16(4):234-247.
Pretty, R.E. & Wegener, D.T. 2010. Attitude change: multiple roles for persuasion variables. Advanced social psychology: the state of the science, 1-78.
Rousseau, G.G. 2007. Buyer reality: attitudes, learning, and involvement. (In Hughes, T., ed. Buyer behaviour: understanding consumer psychology and marketing. 4th ed. South Africa: Oxford university Press. p. 185-213).
Rousseau, G.G. & Du Plessis, P.J. 2007. Personality and psychographics. (In Hughes, T., ed. Buyer behaviour: understanding consumer psychology and marketing. 4th ed. South Africa: Oxford university Press. p. 215-255).
Shiffman, L.G. & Kanuk, L.L. 2010. Consumer behaviour. 10th ed. Upper Saddle River. NJ: Pearson Prentice Hall.
Cervone, D., Pervin, L. A. (2008). Personality: Theory and research (10th Ed.). New York: Wiley.
Our book was divided into different chapters on various theorists and explained the major theories of personality that were proposed by the different psychologists. One of the theories that we learned about was the trait theories. Gordan Allport introduced the trait theory and his theory suggested that individual personalities are primarily composed of broad dispositions’. Eysenck’s three dimensions of Personality was also a part of the trait theory. Eysenck developed that model of personality upon three universal trails. And at last, the trait theory had the Big five dimensions which proposed that there are give basic dimensions of personality. One of the four conclusions in our textbook suggested that “until more unambiguous empirical research is available, the best one can do is to evaluate the various theories personally, and to accept concepts that make sense and reject those that do not”(531).
Funder, David C. The Personality Puzzle. 6th ed. 2013. New York: New York: W.W. Norton & Company.
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.
Feist, J., & Feist, G. J. (2009). Theories of Personality (7th ed.). New York, New York: McGraw-Hill.
... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.
P.J. (2004). Personality: Theory and Research. USA: Wiley. SMITH. T. W. and WILLIAMS.
Furthermore, I will explain the application of theory relating to me and my purchase. I will also review the marketing activity of the organization where I purchased from. This is to explain how the two theories have been used in the marketing strategy. In addition, recommendations regarding how the marketing strategy could have been improved by applying the 2 buyer behaviour theories are given.
Feist, J., & Feist, G. (2009). Theories of Personality (7th ed.). New York: McGraw Hill.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
Friedman, H. S., & Schustack, M. W. (2012). Personality: Classic theories and modern research (5th ed). Boston , MA, USA: Pearson
Feist, G. J., & Feist, J. (2009). Theories of personality (7th ed.). New York, NY: McGraw Hill.
Gosling, S. D., Rentfrow, P. J., & Swann, W. B., (2003) A very brief measure of the Big-Five personality domains. Journal of Research in Personality, 37, 504-528. Doi: 10.1016/S0092-6566(03)00046-1
The concept of personality has numerous definitions (Fatahi, Moradi, & Kashani-Vahid, 2016). Schultz and Schultz (2009), define personality in its broad sense as the manner of an individual’s behaviour in different situations. This essay explores the nature of personality, with the intention of highlighting its flexibility. The results of numerous empirical research studies are examined in order to investigate if, and how personality changes over time. It will be argued that an individual’s personality has the ability to change throughout their life.
In today’s competitive world where organizations looking for high profitability and market share, consumers have very important role. Companies are looking for capture consumers in order to get larger market share. For this reason organization developed a number of techniques and tools. One of such tools is consumer behavior which has been come from economic theory. Consumer behavior is mainly studying the factors and situations that can affect purchase decisions of consumers. Consumer behavior is being very important discipline of management sciences which help out to understand of customers’ decision making.