Internal Influences and Consumer Decision Process

Professor John Maule from the University of Leeds describes new research into the way that consumers choose a product.

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.

When making a consumer decision-making there are several influences that can affect, motivation, attitude, lifestyles, learning, and perception. A person behavior is a key point since it shows the person within their cycle. As we change daily as family our cycle changes as well. In the US, we have different socials classes, and each of them shows different values, behavior, and way of seen life in

The world continues to develop as technological developments overpower consumers every day. Compared to twenty years ago, consumers now surf the internet, watch television on demand and use mobile phones to view a variety of marketing content instantly. With this in mind, in a consumer behaviour context marketers are in a position to cater to the needs of the consumers’ and can target the consumers’ needs through the use of technology. More so, a consumer is exposed to many facets even when sometimes they are unaware of this. Technology affects the way consumers make decisions because there are many choices exposed to them. Certain consumers may have different psychographic, geographic and demographic behaviours. Marketers cannot make one product or service and cater to all of their needs.

customers react to a price increase from $80 to $100? Does it matter whether an item is

Solomon 1994 “suggests that lifestyle is about shared values or tastes, particularly those reflected in consumption patterns. He links people, products and settings to express consumption style, or lifestyle. The lifestyle product comes with a social situation” So, we can argue that individuals conforming to certain influence groups, define one’s self through lifestyle. Increasingly firms and society have experienced a shift in focus from special qualities and advantages of the product toward “what the mass of unregenerate mankind wanted – to be young and desirable, to be rich, to keep up with the jonesses, to be envied” (L.Allen, 1931) thus from transaction-based to relationship-based marketing in order to create better value for consumers. Firms are continously “searching for ways to create strong emotional brand

Marketing and advertising play a major role in the promotion of companies and products in the United States. Consumers are constantly surrounded by advertisements by means of television and radio commercials, billboards, magazines, and even social media. But how exactly do companies appeal to their consumers? My topic explores the different strategies used to persuade everyday people to use a certain product or service. One of the biggest effective strategies used in advertising is by appealing to the audience’s emotions. I chose to analyze two different sources for my research. The first source is called Emotional Moneymaker: Why Advertisers Need to Appeal to Emotions, and it talks about emotion-based

This paper will discuss the psychological and social factors, such as motives, perception, attitudes, personality, family, social class, and reference group that influence consumer behavior toward a product or service. It is important for marketers to develop an effective marketing message, understand and know how to apply this knowledge of consumer psychology to create and develop an effective marketing of its products and services.

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

Once there is the decision to consume or purchase good s or services the common factor then becomes the need for that product which is at times evaluated based on attainability and price. In many situations if consumers are not motivated by the need to purchase then the possibility lies that they will not purchase. There may be different justifications that consumers internalize when making the decision to purchase a particular product at its given price. Different decisions supports the need to purchase a product such as

A consumer’s lifestyle refers to how his or her tastes and values are reflected by consumption choices and how he or she chooses to spend money and time.

The field of consumer behavior studies how consumers (individuals and groups) select, buy, use, and dispose of goods, services, ideas to satisfy their needs.

An element to consider is that the buyer is not necessarily the user of the product and may have influences from others. Some consumers are quite loyal to the same brand, making the decision quite routine. In some instances some consumers might not need to make a decision and knows exactly what they want. Other factors that can influence consumers could range from lifestyle, knowledge, attitude, personalities and even roles they play e.g. if the consumer were to buy snack food for a party they may choose a higher quality product that he would choose when selecting for themselves. Motivation also plays a major role where consumers would look at financial position, time constraints and value for money.

Consumption is a process of acquiring, using and disposing of goods and services. Emotions play a very large role in consumer behavior. This behavior and emotions are affected and created by the society and the culture in which the consumer lives. For example, an American may approach the purchase of a costly car with relatively less pressure than a person in a developing country where a car could be a high unaffordable luxury. The customer will comprehend brands, offers and the meaning of the product based on the understanding that he or she has of similar brands and their experience by analogy or by hearsay from peers and form an opinion. For example a new soft drink from Pepsi may not be very informative in its advertisement but that it is from the stable of PepsiCo makes the users of Pepsi brands take it in without much research. Such an opinion is not based mostly on the complete set of facts. Where there are many alternatives or the information is scarce the customer has to make a lot of effort or 'high effort' to reach a decision and such a situation could be a turnoff. On the other hand the customer may not be inclined to devolve deep into facts in case where the brand value is established and may make a decision on little or even sometimes no information. (Hoyer;

Such a construct is not only personalized, but would also extract relevant, individual-specific requisites from the changing environment to achieve coherence between an individual’s personal values and his/her personality. A review of the previous literature found that most previous studies focused on investigating the respective influence of lifestyle and money attitudes on purchase decision making independently, and few explored the influence of the interaction between these two factors with regard to purchase decision making. Studies examining the interference effect of marketing stimulation on the influence of the interaction between lifestyle and money attitude with regard to purchase decision making are even rarer, and this has been the motivation for investigating this particular topic in the present study. The primary purposes of this study are as follows: (1) investigate the influence of lifestyle on purchase decisions; (2) study the influence of money attitude on purchase decisions; (3) investigate the influence of marketing stimulation on purchase decisions; (4) study the moderating effects of marketing stimulation and the influence of lifestyle on purchase decisions; (5) investigate the moderating effects of marketing stimulation and the influence of money attitude on purchase decisions. (6) investigate the influence of personal value on purchase decisions; (7) study the moderating effects of personal value and the influence of lifestyle on