Consumer Behavior
Introduction
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people 's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
According to Lars Perner 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. This paper will display four different types of ads. In each of these ads, we will analysis them in four areas of behavior respectively–perception, motivation, personality and learning.
Personalized Your M&Ms
M&M is famous for colorful button-shaped chocolate. It has been previous for more than half a century in the entire world. Although, M&M’s iconic
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people 's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
According to Lars Perner 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. This paper will display four different types of ads. In each of these ads, we will analysis them in four areas of behavior respectively–perception, motivation, personality and learning.
Personalized Your M&Ms
M&M is famous for colorful button-shaped chocolate. It has been previous for more than half a century in the entire world. Although, M&M’s iconic
References: 1.Retrieved from http://library.thinkquest.org/26618/en-5.5.3=cognitive%20learning.htm 2.Retrieved from http://psychology.about.com/od/problemsolving/f/problem-solving-steps.htm 3.Retrieved from http://psycnet.apa.org/index.cfm?fa=buy.optionToBuy&uid=1972-02205-001 4.Retrieved from http://en.wikipedia.org/wiki/File:Wiki_.pdf 5.Retrieved from http://en.wikipedia.org/wiki/Information_processing_theory 6. Hockenbury D. H. & Hockenbury S. E. –(2005) Psychology. N.Y. Catherine Woods. 7.Adcracker. (2013). Consumer Involvement Theory. Retrieved from http://www.adcracker.com/involvement/Consumer_Involvement_Theory.htm 8. Retrieved from http://www.consumerpsychologist.com