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

1037 WordsJan 11, 20145 Pages
‘Consumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life’ In the current state of understanding consumer behaviour attitudes are core concept in gaining knowledge of people’s personalities, behaviour and choices they make. In other words answering the question - “Why do people do what they do?” Along with beliefs and identity they are main factor impacting on individual’s life since everyday choices are made embracing a certain attitude. Unless marketers try to define and pay attention to the psychological need which is encountered by the holding of an attitude they are in a poor position to predict when and how it will change. (Daniel Katz, 1960) This essay will specify the…show more content…
A perfume is a good example of an ego-defensive aimed product because it is used to rise individual’s self-esteem and position in the society. Advertising this kind of “tools” emphasises on the social acceptance, confidence, and sexual desirability in order to build a positive attitudes and association with the particular brand. “You are unique...You are Magnifique! The new Feminine Fragrance.” is the slogan of “Magnifique” by “Lancome” flattering ones’ Ego. The value-expressive function is the one from which the individual expresses attitudes which correspond to his personal values and to his concept of himself which brings him satisfaction. This is a central function because it stresses the importance of self-expression, self-development, and self-realization. Consumers could form a product attitude not because of its tangible functions or characteristics, but because of what it says about their personality. “Places contain symbols of different social categories and personal meanings, and represent and maintain identity on different levels and dimensions. There is no social identity that is not also place-related and thing-related” (Grauman, 1983). The organisation of knowledge function is based upon the individual’s need of order, structure or meaning in their life. Striving for “ordering their universe” comes from the need of standards or frames when it comes to a new product or confusing situation.

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