Consumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life

Advertisement is no longer a promotion tool to increase the number of customers, but a method to communicate a particular brand spirit to audience. It is important for an organization to relate their product to a certain value. The luxury brand Dior has been established its important role in fashion filed, thanks to its fashion style and taste. More importantly, it kept exploring the diverse representatives of women's spiritual world. Mr. Dior presented that the perfume could express a unique mood, lifestyle and the pursuit of attitude of woman. Whatever the women who is complex, sexy, natural or elegant, all of them could find their suitable perfume in Dior. Dior has lunched perfume series called J’ adore in 1999, its name comes from French,

- The third form of customer value is expressive value (Smith and Colgate, 2007); the personal or larger social meaning that the product holds with the customer

In this reading, I will be discussing the different categories in which advertisers have placed consumers to distinguish them from one another using their values, attitudes, and life-style. According to the writer of American culture and advertisement James B. Twitchell, “the object of much consumer research is not to try to twist their feathers so that they will flock to your product, but to position your product in such a place that they will have to fly by it and perhaps stop to roost. After roosting, they will eventually think that this is part of their flyway and return to it again and again” (p. 178). The proposition of stereotyping consumer lifestyles is a very effective way of marketing goods and services. The VALS2 strategy of marketing segment, target, and position used by advertisers is based on research; which means, marketers know more about consumer behaviors than what we think. This is an important issue because it’s necessary to raise awareness in society about the advantages and disadvantages that this can bring. After having evaluated all given points; this article is an eye opener for those who have any doubts about what consumers mean to large companies and advertisers.

There is an inextricable link between physical locations and personal identity: the one affects the other as the environmental psychologist Harold Proshansky states in “The City and Self-Identity”(Proshansky, 1983) “Place-identity is defined as those dimensions of self that define the individual’s personal identity in relation to the physical environment”. So, does the way locations affect our individual identity determine how we are included or excluded from parts of society, and how is the perception of places influenced by contrasts with other locations resulting in a sense of attachment or disassociation?

Consumer behavior is an elaborate part of marketing, without it marketing would not be entirety. The human conduct is perplexing, loaded with discussions and inconsistencies, does not shock anyone to marketing academicians and in addition practioners, consumer behavior is no special case, against the background of far reaching acknowledgement of consumer behavior just like the way to contemporary marketing success (Demirdjian & Mokatsian, 2014). Some consumer behaviors are profoundly established, for example, outside habitations, for example shopper’s way of life, home life, demographics, and economic wellbeing. Other inside elements, for example, feelings, demeanors, observations, recollections, and learning are pliable characteristics that have the ability to influence in another direction. Inspiration, observation, learning, convictions, states of mind, and so on all have been utilized as part of clarifying why the consumer behaves on the way he or she does, ideas, for example, social observations, social impact, social prizes, companion weight, expressive gestures, social approvals, and so forth all shed light on the puzzles of consumer behavior (Demirdjian & Mokatsian, 2014).

Appealing to an audience's deep personal emotions plays an important role in advertisement. Many exaggerated emotions can easily persuade the viewer to believe them and search for a way to escape or solve that present emotion. Insecurity is prominent in almost all the newest advertisements. Giving in to society’s expectations to beauty, commercials direct themselves to make the viewer feel bad about their image. Trying to instill anxiety or a lack of confidence can compel the viewer to buy their product, and using this strategy not only is geared towards women, who are given higher standards, but to men as well. Men’s insecurity almost always is directed towards their masculinity. In typical Old Spice commercials they prey on the average man’s,

Have you ever notice how the marketers always trying to get to you or get your attention? Marketers will always find a way to lure the consumer to come into their stores. According to the book “Why we buy: The Science of Shopping” by Paco Underhill, he talks about the strategy of marketing and consumers. The book explores how people are influenced by the retailers. He talks about how people act and react.

Cresswell, states, “sense of place describes a complicated set of emotions and feelings that are evoked by a particular place.” (Cresswell 424). Throughout his article, Cresswell illustrates multiple different aspects of his idea of sense of place, and he also explains a multitude of different ways with which one can form an impression of place in a particular environment. Although in the latter part of the article, Cresswell begins to depict a world where “globalization has led to a reduction in the variety of senses of place and that in fact, places are becoming more or less the same as each other” (Cresswell 425). Due to globalization, people all around the world are more connected than they have ever been, and with that being said more and more places are becoming similar. Cresswell refers to these similar environments as “nonplaces,” and affirms that these “nonplaces, which are areas such as airports, shopping malls, fast food outlets, tourist sites, and transit areas” (Cresswell 425) are spreading like wildfire. Cresswell gives an example of this when he states, “A business traveler now can go to a Schiphol Airport in Amsterdam and have a meeting, stay in a Sheraton Hotel that is much like any other Sheraton Hotel, eat a pizza or Thai curry that is like and other pizza or Thai curry, and then return home without ever experiencing anything particularly Dutch or unique to Amsterdam” (Cresswell 425). This aspect of “placelessness” is emerging and spreading more and more throughout our world each and every day. It is vital for our countries, states, cities and towns to depart from creating more placeless spaces, and begin to foster more unique and homely

Place in its most literal form is a geographical location for a location. For example, Hiroshima Japan. By itself Hiroshima is just a small town in Japan. However, when one thinks of Hiroshima, one thinks of the atomic bomb, the single most destructive weapon man-kind has ever conceived. Hiroshima as a place, is reminder of what destruction man-kind are truly capable of. This is an extreme example of how ‘place’ can have a much more dynamic meaning. Mrs Jaworski argues that place can be more than just physical (Jaworski. K, p.6, 2017). By analysing ‘place’ in terms of the culture that they produce as well as geographical location, a much more dynamic definition can be found (Jaworski. K, p.6, 2017). This dynamic view of place is rich is cultural-geographic

Places have a lot of significance tied to them depending on what they mean to people. The place that I am going to talk about in this paper reminds me of a peaceful place, because it has provided me with comfort and has allowed me to grow within this calm place. Oxford Dictionary defines place as “A building or area used for a specified purpose or activity: ‘the town has many excellent eating places’. Specific memories link with certain places that individuals go to, and have had them shape them into who they are, or have guided them into having a better understanding with what brings them peace. It has been shown that places actually do bring a certain emotion or feeling onto a person, almost like an extra sense. “Modern science is confirming that people’s thoughts, feelings and actions are indeed shaped not by just their genes and neurochemistry, history and relationships but also by their surroundings. How the environment affects a person and several places that are considered by some cultures to be sacred and discussed.” (Gallagher, 1993, p. 62)

These interactions are usually positive causing a deeper attraction to the place of interaction. If people’s identity and values are indeed informed by places they deem significant, then it follows that people’s bonds with those places will impact their engagement in such places, whether it be to maintain or improve them, respond to changes within them, or simply to stay in that place (Pretty, Chipuer, and Bramston 2003). People are more likely to stay in places they have an attachment rather than places they are indifferent to. The memories they make in said interiors help them to react to outside forces in a way that is personal to them, and gives them a way to define who they truly are. Another aspect to this, is being able to be in an interior where expressing oneself is smiled on instead of suppressed. “Place identity is the extent to which a place becomes a crucial symbolic component of one’s definition of self” ().

For as long as advertisements have existed, gender displays have been used to establish the role of one gender with relation to the opposite gender. Men and women are depicted differently in advertisements as men have a more dominant, active pose whereas women have a more submissive yet sexy allure. Perfume marketers use this tactic to lure potential buyers into purchasing a fragrance. To promote their product, companies use erotic images to appeal to the abstract idea of desire. The degree of sexualization depends heavily on the model in the perfume advertisement but women are almost always sexualized to a higher degree than men. In some cases, there are images of women promoting perfume where they are not scantily clad but rather portray a sense of youthfulness and independence. The women in these advertisements are usually recognized celebrities and because of their fame, they portray their own identities in perfume advertisements. Due to their status in society and media, prominent and more recognized women have more powerful poses in perfume advertisements which compare closer to a man’s perfume advertisement. Rather than being depicted as a meek woman whose sole purpose is to please men, they show that they do not need to depend on a man, but they can do things for themselves.

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.

Consumer behavior theory which is also called utility theory. It is the theory which focus on studying different groups of consumers’ decisions of selecting, purchasing, using, disposing various products(Solomon, Bamossy et al., 2006; Schiffman ANDKanuk 2007). According to Bray, J. P.’s (2008)article which relates to the approaches and models of consumer behavior theory, it is said that there are five theoretical approaches which would study consumer behavior theory, including economic man, psychodynamic, behaviorist, cognitive and humanistic.

3. " 'The images held by any individual are influenced by the images circulating in their culture and place myths are constructed via images of place promotion ' (Butler and Hall 1998: 121)." (307-08)