consumer behavior argumentative essay

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Consumer Behavior Argumentative Essays Samples For Students

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• How to write an argumentative essay | Examples & tips

How to Write an Argumentative Essay | Examples & Tips

Published on July 24, 2020 by Jack Caulfield . Revised on July 23, 2023.

An argumentative essay expresses an extended argument for a particular thesis statement . The author takes a clearly defined stance on their subject and builds up an evidence-based case for it.

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Table of contents

When do you write an argumentative essay, approaches to argumentative essays, introducing your argument, the body: developing your argument, concluding your argument, other interesting articles, frequently asked questions about argumentative essays.

You might be assigned an argumentative essay as a writing exercise in high school or in a composition class. The prompt will often ask you to argue for one of two positions, and may include terms like “argue” or “argument.” It will frequently take the form of a question.

The prompt may also be more open-ended in terms of the possible arguments you could make.

Argumentative writing at college level

At university, the vast majority of essays or papers you write will involve some form of argumentation. For example, both rhetorical analysis and literary analysis essays involve making arguments about texts.

In this context, you won’t necessarily be told to write an argumentative essay—but making an evidence-based argument is an essential goal of most academic writing, and this should be your default approach unless you’re told otherwise.

Examples of argumentative essay prompts

At a university level, all the prompts below imply an argumentative essay as the appropriate response.

Your research should lead you to develop a specific position on the topic. The essay then argues for that position and aims to convince the reader by presenting your evidence, evaluation and analysis.

• Don’t just list all the effects you can think of.
• Do develop a focused argument about the overall effect and why it matters, backed up by evidence from sources.
• Don’t just provide a selection of data on the measures’ effectiveness.
• Do build up your own argument about which kinds of measures have been most or least effective, and why.
• Don’t just analyze a random selection of doppelgänger characters.
• Do form an argument about specific texts, comparing and contrasting how they express their thematic concerns through doppelgänger characters.

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An argumentative essay should be objective in its approach; your arguments should rely on logic and evidence, not on exaggeration or appeals to emotion.

There are many possible approaches to argumentative essays, but there are two common models that can help you start outlining your arguments: The Toulmin model and the Rogerian model.

Toulmin arguments

The Toulmin model consists of four steps, which may be repeated as many times as necessary for the argument:

• Make a claim
• Provide the grounds (evidence) for the claim
• Explain the warrant (how the grounds support the claim)
• Discuss possible rebuttals to the claim, identifying the limits of the argument and showing that you have considered alternative perspectives

The Toulmin model is a common approach in academic essays. You don’t have to use these specific terms (grounds, warrants, rebuttals), but establishing a clear connection between your claims and the evidence supporting them is crucial in an argumentative essay.

Say you’re making an argument about the effectiveness of workplace anti-discrimination measures. You might:

• Claim that unconscious bias training does not have the desired results, and resources would be better spent on other approaches
• Cite data to support your claim
• Explain how the data indicates that the method is ineffective
• Anticipate objections to your claim based on other data, indicating whether these objections are valid, and if not, why not.

Rogerian arguments

The Rogerian model also consists of four steps you might repeat throughout your essay:

• Discuss what the opposing position gets right and why people might hold this position
• Highlight the problems with this position
• Present your own position , showing how it addresses these problems
• Suggest a possible compromise —what elements of your position would proponents of the opposing position benefit from adopting?

This model builds up a clear picture of both sides of an argument and seeks a compromise. It is particularly useful when people tend to disagree strongly on the issue discussed, allowing you to approach opposing arguments in good faith.

Say you want to argue that the internet has had a positive impact on education. You might:

• Acknowledge that students rely too much on websites like Wikipedia
• Argue that teachers view Wikipedia as more unreliable than it really is
• Suggest that Wikipedia’s system of citations can actually teach students about referencing
• Suggest critical engagement with Wikipedia as a possible assignment for teachers who are skeptical of its usefulness.

You don’t necessarily have to pick one of these models—you may even use elements of both in different parts of your essay—but it’s worth considering them if you struggle to structure your arguments.

Regardless of which approach you take, your essay should always be structured using an introduction , a body , and a conclusion .

Like other academic essays, an argumentative essay begins with an introduction . The introduction serves to capture the reader’s interest, provide background information, present your thesis statement , and (in longer essays) to summarize the structure of the body.

Hover over different parts of the example below to see how a typical introduction works.

The spread of the internet has had a world-changing effect, not least on the world of education. The use of the internet in academic contexts is on the rise, and its role in learning is hotly debated. For many teachers who did not grow up with this technology, its effects seem alarming and potentially harmful. This concern, while understandable, is misguided. The negatives of internet use are outweighed by its critical benefits for students and educators—as a uniquely comprehensive and accessible information source; a means of exposure to and engagement with different perspectives; and a highly flexible learning environment.

The body of an argumentative essay is where you develop your arguments in detail. Here you’ll present evidence, analysis, and reasoning to convince the reader that your thesis statement is true.

In the standard five-paragraph format for short essays, the body takes up three of your five paragraphs. In longer essays, it will be more paragraphs, and might be divided into sections with headings.

Each paragraph covers its own topic, introduced with a topic sentence . Each of these topics must contribute to your overall argument; don’t include irrelevant information.

This example paragraph takes a Rogerian approach: It first acknowledges the merits of the opposing position and then highlights problems with that position.

Hover over different parts of the example to see how a body paragraph is constructed.

A common frustration for teachers is students’ use of Wikipedia as a source in their writing. Its prevalence among students is not exaggerated; a survey found that the vast majority of the students surveyed used Wikipedia (Head & Eisenberg, 2010). An article in The Guardian stresses a common objection to its use: “a reliance on Wikipedia can discourage students from engaging with genuine academic writing” (Coomer, 2013). Teachers are clearly not mistaken in viewing Wikipedia usage as ubiquitous among their students; but the claim that it discourages engagement with academic sources requires further investigation. This point is treated as self-evident by many teachers, but Wikipedia itself explicitly encourages students to look into other sources. Its articles often provide references to academic publications and include warning notes where citations are missing; the site’s own guidelines for research make clear that it should be used as a starting point, emphasizing that users should always “read the references and check whether they really do support what the article says” (“Wikipedia:Researching with Wikipedia,” 2020). Indeed, for many students, Wikipedia is their first encounter with the concepts of citation and referencing. The use of Wikipedia therefore has a positive side that merits deeper consideration than it often receives.

An argumentative essay ends with a conclusion that summarizes and reflects on the arguments made in the body.

No new arguments or evidence appear here, but in longer essays you may discuss the strengths and weaknesses of your argument and suggest topics for future research. In all conclusions, you should stress the relevance and importance of your argument.

Hover over the following example to see the typical elements of a conclusion.

The internet has had a major positive impact on the world of education; occasional pitfalls aside, its value is evident in numerous applications. The future of teaching lies in the possibilities the internet opens up for communication, research, and interactivity. As the popularity of distance learning shows, students value the flexibility and accessibility offered by digital education, and educators should fully embrace these advantages. The internet’s dangers, real and imaginary, have been documented exhaustively by skeptics, but the internet is here to stay; it is time to focus seriously on its potential for good.

If you want to know more about AI tools , college essays , or fallacies make sure to check out some of our other articles with explanations and examples or go directly to our tools!

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An argumentative essay tends to be a longer essay involving independent research, and aims to make an original argument about a topic. Its thesis statement makes a contentious claim that must be supported in an objective, evidence-based way.

An expository essay also aims to be objective, but it doesn’t have to make an original argument. Rather, it aims to explain something (e.g., a process or idea) in a clear, concise way. Expository essays are often shorter assignments and rely less on research.

At college level, you must properly cite your sources in all essays , research papers , and other academic texts (except exams and in-class exercises).

Add a citation whenever you quote , paraphrase , or summarize information or ideas from a source. You should also give full source details in a bibliography or reference list at the end of your text.

The exact format of your citations depends on which citation style you are instructed to use. The most common styles are APA , MLA , and Chicago .

The majority of the essays written at university are some sort of argumentative essay . Unless otherwise specified, you can assume that the goal of any essay you’re asked to write is argumentative: To convince the reader of your position using evidence and reasoning.

In composition classes you might be given assignments that specifically test your ability to write an argumentative essay. Look out for prompts including instructions like “argue,” “assess,” or “discuss” to see if this is the goal.

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Essays on Consumer Behavior

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Essay on Consumer Behaviour

Read this essay to learn about Consumer Behaviour. After reading this essay you will learn about:- 1. Definition of Consumer Behaviour 2. Factors Influencing Consumer Behaviour 3. Study of Consumer as an Individual 4. Consumer Behaviour in their Cultural and Social Settings 5. Influence of Consumer Behaviour on Decision Making Process.

Essay Contents:

• Essay on the Influence of Consumer Behaviour on Decision Making Process

Essay # 1. Definition of Consumer Behaviour:

Consumer behaviour is defined as the behaviour that consumers display in searching for purchasing, using, evaluating and disposing of prod­ucts, services and ideas that they expect will satisfy their needs.

The study of consumer behaviour is concerned not only with what consumers buy, but also with why they buy it, when, where and how they buy it and how often they buy it. Consumer behaviour is an integral part of strategic market planning.

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The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, effort, money) on consumption-related items. Methodology used to study consumer behaviour is known as consumer research.

Consumer research takes place at every phase of the consumption process; before the purchase, during the purchase, and after the purchase. The field of consumer research developed as an extension of the field of marketing research to enable marketers to predict how consumers would react in the market place and to understand the reasons they made the purchase decisions they did.

Since the market place is composed of different people, with different backgrounds, differ­ent interests, different needs and wants, it is necessary to segment the markets. Market segmentation is the process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a specially designed marketing mix.

Following major categories of consumer characteristics provide the most popular basis for market segmentation:

1. Geographic factors

2. Demographic factors

3. Psychological characteristics

4. Sociocultural variables

5. Use-related characteristics

6. Use-situation factors

7. Benefits sought and

8. Hybrid segmentation forms.

Essay # 2. Factors Influencing Consumer Behaviour :

Consumer behaviour is influenced by following factors:

1. Cultural Factors:

Culture, subculture and social class.

2. Social Factors:

Reference groups, family, and roles and statuses.

3. Marketing Inputs:

Information from a variety of sources. Product, price, place and sales promotion information.

4. Situational Factors:

Users, usage occasions, availability of finance, availability of products.

5. Personal Factors:

Age, stage in the life cycle, occupation, economic circumstances, life-style, personality and self-concept.

6. Psychological Factors:

Motivation, perception, learning, beliefs, and attitudes.

Research into all these factors can provide clues as to how to reach and serve consumers more effectively.

Essay # 3. Study of Consumer as an Individual :

Consumer needs :.

Psychologists and consumer behaviourists agree that most people tend to experience the same kinds of needs and motives. Human-needs—consumer needs—are the basis of all modern marketing. Marketers do not create needs, they simply make consumers more keenly aware of unfelt needs.

Successful marketers define their mar­kets in terms of the needs they presume to satisfy, rather than in terms of the products they sell. This is a market- oriented approach to marketing.

The specific courses of action that consumers pur­sue and their special goals are selected on the basis of their thinking processes (i.e. cognition) and previous learning. Therefore, marketers attempt to influence the consumer’s cognitive processes.

The needs are physiological (food, shelter, clothing etc.) and acquired needs (psychological needs like esteem, fear, love and acceptance). For any given need, there are many different and appropriate goals. The specific goal selected depends on the individual’s experiences, physical capacity, prevailing cultural norms and values, and the goals accessibility in the physical and social environment.

Needs and goals are interdependent and change in response to the individual’s physical condition, environment, interaction with other people, and experiences. As needs become satisfied, new higher-order needs emerge that must be fulfilled. Failure to achieve a goal often results in feelings of frustration.

Personality and Consumer Behaviour :

Personality can be defined as the psychological characteristics that both determine and reflect how a person responds to his or her environment. Trait personality theory states that individual possess innate psychological traits, e.g., innovativeness, novelty seeking, need for cognition, materialism, to a greater or lesser degree and that these traits can be measured by specially designed scales.

Each individual has a perceived self-image as a certain kind of person with certain traits, habits, possessions, relationships and ways of behaving. Consumers frequently attempt to pre­serve, enhance, alter, or extend their self-images by purchasing products or services and shop­ping at stores believed to be consistent with the relevant self-image and by avoiding products and stores that are not.

Consumer Perception :

Perception is a process by which an individual selects, organises, and interprets stimuli into a meaningful and coherent picture of the world. Examples of stimuli include products, pack­ages, brand names, advertisements, and commercials. Sensory receptors are the human organs that receive sensory inputs.

The study of perception is largely the study of what we subcon­sciously add to or subtract from raw sensory inputs to produce our own private picture of the world. People organise these stimuli on the basis of certain psychological principles.

The inter­pretation of stimuli is also uniquely individual, because it is based on what individuals expect to see in light of their previous experience, on their motives, and interest at the time of percep­tion.

Consumers have a number of enduring perceptions, or images that are particularly rel­evant to the study of consumer behaviour. Influences that tend to distort objective interpreta­tion include physical appearances, stereotypes, halo effects, irrelevant cues, first impressions, and tendency to jump to conclusions.

Just as individuals have perceived images of themselves, they also have perceived images of products and services, of prices, product quality, retail stores, manufacturers, and of brands. Products and services that are perceived favourably have a much better chance of being pur­chased than products or services with unfavourable or neutral images.

Consumers often judge the quality of a product or service on the basis of informational cues ; some are influenced by colour, size, flavour etc. while others by price, store image, brand image, service environment etc.

In the absence of direct experience or other information, con­sumers often rely on price as an indicator of quality. Manufacturers who enjoy a favourable image generally find that their new products are accepted more readily than those of manufac­turers with less favourable images.

Consumers generally perceive functional or financial risk in making product selection be­cause of uncertainty as to the consequences of their decisions.

In order to reduce this perceived risk consumers strategy by increased information search, brand loyalty, buying a well-known brand, buying from a reputable retailer, buying the most expensive brand, and seeking reassur­ance in the form of money-back guarantees, warranties and pre-purchase trial.

This concept has important implications for marketers, who can facilitate the acceptance of new products by incorporating risk reduction strategies in their new product promotional campaigns.

Learning is a process by which individuals acquire purchase and consumption knowledge and experience that they apply to future related behaviour. Cognitive learning theory is con­cerned with how information is processed by the human mind, how it is stored, retained and retrieved. The processes of memory include rehearsal, encoding, storage, and retrieval.

Consumer Attitudes :

Attitude research is undertaken to determine:

(a) Whether consumers will accept a proposed new-product idea,

(b) To learn how target customers are likely to react to a proposed change in the firm’s packaging.

Awareness of consumer attitudes is such a central concern of both product and service marketers that it is difficult to imagine any consumer research project that does not include the measurement of some aspect of consumer attitudes.

Attitudes are an expression of inner feelings that reflect whether a person is favourably or unfavourably predisposed to some ‘object’ e.g., a brand, a service, a product, product category, product use, price.

The formation of consumer attitudes is strongly influenced by:

(a) Personal experience

(b) Influence of family and friends

(c) Direct marketing

(d) Exposure to mass media

(e) Individual’s personality

Similar to attitude formation, attitude change is also influenced by:

(i) Learning,

(ii) Personal experience,

(iii) Other sources of information, and

(iv) Personality.

Attitude change strategies that can be used are:

1. Changing the consumer’s basic motivational function,

2. Associating the product with an admired group or event,

3. Resolving two conflicting attitudes,

4. Altering components of the multi-attribute model, and

5. Changing consumer beliefs about competitors brands.

Communication and Persuasion :

In order to create persuasive communications, the marketer must first establish the objec­tives of the communication, then select the appropriate audience for the message and the ap­propriate media through which to reach them, and then design the message in a manner that is appropriate to the medium and to the audience. A prompt feedback is also essential, to enable the marketer to make modifications to the media and message, if required.

Communications are of two types:

(a) Interpersonal Communication:

These occurs on a personal level between two or more people and may be verbal or nonverbal, in person, by telephone or by mail.

(b) Impersonal or Mass Communication:

In these, there is no direct contact between source and receiver through impersonal media such as television, radio, newspapers, or magazines.

Media selection depends upon the product, the audience and the advertising objectives of the campaign.

Essay # 4. Consumer Behaviour in their Cultural and Social Settings:

Group dynamics :.

Almost all individuals regularly interact with other people who directly or indirectly influ­ence their purchase decisions. Hence, the study of groups and their impact on the individual is of great importance to marketers concerned with influencing consumer behaviour.

Following are the basic types of consumer-relevant groups which influence the consumption behaviour in individuals:

2. Friendship groups,

3. Formal social groups,

4. Shopping groups,

5. Consumer action groups and

6. Work groups.

Factors that affect the reference group influence are:

(a) Information and experience

(b) Credibility, attractiveness and power of reference group.

(c) Conspicuousness of the product.

Following major types of reference group appeals in common marketing usage are:

1. Celebrity appeals e.g. movie stars, TV personalities, popular entertainers, sport stars etc.

2. Expert appeals. A person who, because of his occupation, special experience is in a unique position to help the prospective consumer evaluate the product or service.

3. Common man appeals. In this, testimonials of satisfied customers are used to demonstrate to prospective customers that someone just like them uses and is satisfied with product or service.

4. Executive appeals. In this, firms use their top executives as spokespersons in con­sumer ads. because their appearance seems to imply that someone at the top is watching over the consumer’s interest.

5. Trade or spokes-character appeals.

These present an idealised image and dispense information that can be very important for the product or service.

These reference group appeals are effective promotional strategies because they increase brand awareness and reduce perceived risk among prospective customers.

Family Decision-Making :

Many marketers recognise the family as the basic decision-making unit, they most frequently examine the attitudes and behaviour of only one member who is a major decision­-maker. Sometimes, they also examine the attitudes and behaviour of the primary user of the product or service.

The extent and nature of husband-wife influence in family decisions depends on the specific product or service, and the specific product feature under consideration.

Social Class and Consumer Behaviour :

Social class profiles provide a broad picture of the values, attitudes, and behaviour that distinguish the members of various social classes. Social class may be defined by the amount of status that members of a specific class possess in relation to members of other classes.

In recent years, some marketers has turned to geo-demographic clustering. Geo-demographic clustering is a technique that combines geographic and socioeconomic factors to locate concentrations of consumers with particular characteristics.

Consumer researchers have been able to relate social-class standing to consumer attitudes concerning specific products and social class influences on the actual consumption of products.

Influence of Culture :

In the context of consumer behaviour, culture is defined as the sum total of learned beliefs, values and customs that serve to regulate the consumer behaviour of members of a particular society. Beliefs and values are guides for consumer behaviour.

Subculture:

The members of a specific subculture possess beliefs, values and customs that set them apart from other members of the same society. Subculture defines a distinct cultural group that exists as an identifiable segment within a larger and more complex society. India has a large number of subcultures depending upon geographical location, castes, tribes, religion, age, sex, etc.

All consumers are simultaneously members of more than one subcultural segment. There­fore, marketers should strive to understand how multiple subcultural memberships interact to influence target consumers’ relevant consumption behaviour.

Cross-Cultural Consumer Analysis :

Cross-cultural consumer analysis is the effort to determine to what extent the consumers of two or more nations are similar or different. If international marketers are to satisfy the needs of consumers effectively, they must understand the relevant similarities and differences that exist between the peoples of the countries they decide to target.

Consumers have specific atti­tudes or even preference for products made in particular countries. These “country-of-origin” effects influence how consumers rate quality, and sometimes, which brands they will ultimately select.

Main problems involved in cross-cultural analysis are: differences in language, consump­tion patterns, needs, product usage, economic and social conditions, marketing conditions etc.

Cross-cultural analysis should be based on psychological, social, and cultural characteristics concerning the consumption habits of foreign consumers. Such analysis would identify increased marketing opportunities that would benefit both international marketers and their targeted consumers.

Essay # 5. Influence of Consumer Behaviour on Decision-Making Process:

Opinion leadership :.

Friends, neighbours, acquaintances, co-workers and others have influence on the individual’s consumption behaviour. Nature and dynamics of this influence called the opinion leadership process, and the personality and motivations of those who influence called the opinion leaders, and those who are influenced called the opinion receivers are need to be examined.

Opinion leadership is the process by which one person (the opinion leader) informally influ­ences the actions or attitudes of others, who may be the opinion seekers or merely opinion recipients.

Marketing strategists concentrate their efforts more on the opinion leaders segment as compared to opinion receivers segment. Therefore, marketers can create opinion leaders for their products by taking socially involved or influential people and deliberately increase their enthusiasm for a product category.

Variables in Consumer Decision-Making :

The decision model has three sets of variables:

1. Input variables,

2. Process variables and

3. Output variables.

Input variables that affect the decision-making process include commercial marketing ef­forts, as well as non-commercial influences from the consumer’s sociocultural environment.

Decision process variables are influenced by the consumer’s psychological field, including the evoked set {i.e. the brands in making a purchase choice). The psychological field influences the consumer’s recognition of a need, pre-purchase search for information and evaluation of alternatives.

The output phase of the decision model includes the actual purchase (either trial or repeat purchase) and post purchase evaluation. Both pre-purchase and post purchase evaluation feedback in the form of experience into the consumer’s psychological field, and serve to influence future decision processing.

Consumer behaviour is not just making a purchase decision or the act of purchasing, it also includes the full range of experiences associated with using or consuming products and services. It also includes the sense of pleasure and satisfaction derived from possessing or collecting “things”.

The outputs of consumption are:

(i) Changes in feelings, moods or attitudes;

(ii) Reinforcement of lifestyles, an enhanced sense of self, satisfaction of consumer related need;

(iii) Belonging to groups;

(iv) Expressing and entertaining oneself.

Related Articles:

• Consumer Behaviour: Meaning, Process, Types, Buying Motives and Factors | Marketing
• Consumer Behaviour Research: Difficulties and Techniques | Marketing
• Consumer Behaviour Models
• Importance and Significance of Studying Consumer Behaviour

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Essay About Consumerism: Top 5 Examples Plus Prompts

Consumerism is the child of capitalism; Here is a list of essay about consumerism examples and prompts you can read to further your understanding.

The word consumerism can seem daunting to some, but it’s pretty simple. It is defined as “a preoccupation with and an inclination toward the buying of consumer goods.” In the consumerist theory, people’s spending on goods and services drives economic growth- their spending preferences and habits determine the direction a company will go next.

Many businesses practice consumerism. It is a common belief that you must adopt a consumerist approach to succeed in your trade. Consumerism refers to people’s prioritization of spending on goods and services. They have the drive to purchase more items continuously.

If you are writing an essay about consumerism, you can get started by reading these essay examples.

1. What You Need To Know About Consumerism by Mark Scott

2. long essay on consumerism by prasanna, 3. consumerism: want and new pair shoes by tony richardson, 4. my thoughts on being a blogger & consumerism by anna newton, 5. consumerism and its discontents by tori deagelis, 1. does consumerism affect your decisions , 2. opposing consumerism, 3. how does consumerism negatively affect mental health, 4. how does consumerism positively affect mental health, 5. do you agree with consumerism.

“Although consumerism drives economic growth and boosts innovation, it comes with a fair share of problems ranging from environmental and moral degradation to higher debt levels and mental health problems..”

Scott gives readers an overview of consumerism in economic and social terms. He then briefly discusses consumerism’s history, benefits, and disadvantages driving economic growth and innovation. It also raises debt, harms the environment, and shifts society’s values toward worldly possessions rather than other people. Scott believes it is perhaps most healthy to find a balance between love for others and material things. 

“Consumerism helps the consumers to seek redressal for their grievances against the unfair policies of the companies. It teaches the consumers about their rights and duties and helps them get better quality of products and services.”

In this essay, author Prasanna writes about the history of consumerism and its applications in India. First, it helps protect consumers from companies’ “unethical marketing practices.” For example, she cites policies put in place by the government to inspect food items, ensuring they are of good quality and prepared per sanitation standards. When used appropriately, consumerism serves the benefit of all. 

“Anything people see they buy without thinking twice and knowing that they already have brand new pair shoes they have not worn because there to focused on buying and buying till they see they no longer have space in their closet to put new shoes in.”

Richardson takes a personal approach to consumerism, recalling several of his friends’ hobbies of collecting expensive shoes. Advertisements and the pressure to conform play a big role in their consumerism, enticing them to buy more and more items. Richardson believes that consumerism blinds people to the fact that their standards and desires just keep increasing and that they buy shoes for unjustified reasons. Instead, society should be more responsible and remind itself that it needs to take importance above all.

“Take online creators out of the way for a minute, because the pressure to buy is everywhere and has been since the dawn of the dime. The floorplan of stores are set out in a way that makes you stomp around the whole thing and ultimately purchase more, ads on the TV, radio, billboards, in magazines discounts and promotions – it’s endless..”

In her blog The Anna Edit , Newton explains the relationship between blogging and consumerism. Bloggers and influencers may need to purchase more things, not only for self-enjoyment but to produce new content. However, she feels this lifestyle is unsustainable and needs to be moderated. Her attitude is to balance success with her stability and well-being by limiting the number of things she buys and putting less value on material possessions. 

“In a 2002 paper in the Journal of Consumer Research (Vol. 29, No. 3), the team first gauged people’s levels of stress, materialistic values and prosocial values in the domains of family, religion and community–in keeping with the theory of psychologist Shalom Schwartz, PhD, that some values unavoidably conflict with one another. ”

DeAngelis first states that it is widely believed that more desire for material wealth likely leads to more discontent: it prioritizes material things over quality time, self-reflection, and relationships. Increasing one’s wealth can help solve this problem, but it is only a short-term fix. However, a 2002 study revealed that the life satisfaction of more materialistic and less materialistic people is not different. 

Prompts on Essay about Consumerism

This is not something people think about daily, but it impacts many of us. In this essay, write about how you are influenced by the pressure to buy items you don’t need. Discuss advertising and whether you feel influenced to purchase more from a convincing advertisement. Use statistics and interview data to support your opinions for an engaging argumentative essay.

Consumerism has been criticized by economists , academics , and environmental advocates alike. First, research the disadvantages of consumerism and write your essay about why there has been a recent surge of its critics. Then, conduct a critical analysis of the data in your research, and create a compelling analytical essay.

Consumerism is believed to impact mental health negatively. Research these effects and write about how consumerism affects a person’s mental health. Be sure to support your ideas with ample evidence, including interviews, research data such as statistics, and scientific research papers.

Consumerism often gets a bad reputation. For an interesting argumentative essay, take the opposite stance and argue how consumerism can positively impact mental health. Take a look at the arguments from both sides and research the potential positive effects of consumerism. Perhaps you can look into endorphins from purchases, happiness in owning items, or even the rush of owning a unique item. 

In this essay, take your stance. Choose a side of the argument – does consumerism help or hinder human life? Use research to support both sides of the argument and pitch your stance. You can argue your case through key research and create an exciting argumentative essay.

For help with this topic, read our guide explaining what is persuasive writing ?

If you are interested in learning more, check out our essay writing tips !

Martin is an avid writer specializing in editing and proofreading. He also enjoys literary analysis and writing about food and travel.

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Consumer Behavior Essay

Executive summary, consumer preference, budget constraint, consumer choice, works cited, key question.

The aim of this paper is to explain consumer behavior, in terms of how consumers allocate their limited incomes to buy various goods and services. The paper will focus on the factors that influence consumer behavior.

People have numerous wants, but their resources are limited. Consequently, they can not satisfy all their wants. Consumers have to decide on how to allocate the limited resources in order to satisfy the numerous wants. However, the right decision has to be made in order to avoid wastage of resources and to achieve the highest level of satisfaction.

Thus, it is important to investigate the factors that influence allocation of resources or consumer behavior. Additionally, understanding consumer behavior helps manufacturers to produce goods that meet the consumers’ expectations.

Consumer behavior will be analyzed by reviewing secondary literature. In particular, existing literature will be used to explain how consumer preference and budget constraint affect consumer choice. The secondary sources of information will include textbooks, journals and research reports on consumer behavior.

Discussion of Sources

A lot of written literature already exists on the factors that influence consumer behavior. The effect of consumer preference and budget constraint on consumer choice is extensively discussed in microeconomics textbooks and journals. Additionally, the relationship between the two concepts is well documented. However, literature on the exact definition of consumer behavior still lacks.

Key Conclusion

The research reveals that consumer behavior is, mainly, influenced by consumer preference and budget constraint. For a consumer to make the right choice, he must take into account his or her preferences and budget constraint.

Consumer Behavior

Consumer behavior is “the study of when, why, how and where people do or do not buy a product” (Arnold 34). Consumer behavior explains the purchase decision making process. Individuals have wants that are not only unlimited, but also differ in intensity. However, individuals have scarce resources or limited disposable income to spend on their wants.

Additionally, the available resources have competing alternative uses. Due to the scarcity of resources, individuals can not satisfy all their wants. Thus, the consumer has to make a choice on which wants to be satisfied first and those that can be satisfied later. The decision on what to buy is determined by the consumer’s preference.

Consumer preference describes the bundle of goods and services that a consumer prefers to purchase in the market (Krugman and Wells 56). Product preference arises because human beings, naturally, have different tastes and preferences (Champniss). Consumers’ preferences are linked to the experience of using the product in terms of the product’s functionality and benefits.

This means that the preferred product must satisfy the consumer’s demands such as personality and emotions (House, Gao and Spreen 450-464). Thus, consumer preference is determined by the level of satisfaction or utility derived from consuming the good or service. Utility refers to the ability of a product to satisfy the wants of the consumer.

In economics, the consumer is assumed to be a rational being. Thus, the consumer will aim at maximizing utility or satisfaction by spending his or her limited disposal income. The marginal utility derived from the use of a particular product diminishes as more of that product is consumed. Marginal utility refers to the additional utility obtained by consuming an extra unity of a product. However, the marginal utility of money is constant.

Apart from utility, consumer preference is also influenced by the consumer’s budget (Arnold 47). For example, when a person is purchasing an automobile, he or she must first decide on the preferred brand or model. This decision is often based on the performance or attributes of the available automobile models. However, the various types or models of automobile have different prices.

Besides, the consumer has limited cash to spend on the automobile. Thus, the consumer has to match his preference with his or her budget (Perner). In this context, the consumer may decide to purchase an automobile model that is associated with less satisfaction if the ideal model costs more than the consumer can afford. This is based on the fact that the consumer can not spend more than he or she has in terms of disposable income. Hence, consumers satisfy their wants or maximize utility subject to a budget constraint.

A budget constraint refers to the bundle of goods and services that can be purchased at the prevailing prices with the available disposable income (Krugman and Wells 56). The consumer normally chooses a combination of goods and services that he can purchase with the available income in order to achieve the highest level of satisfaction or utility.

Budget constraint depends on the consumer’s income. A consumer with low disposable income will have a highly constrained budget. This means that the consumer’s budget will allow him to purchase only a few goods and services. A consumer with a high disposable income, on the other hand, will have a less constrained budget. This implies that the consumer’s budget will enable him to purchase a relatively large number of goods.

Budgets are influenced by the prices of goods and services (Kim 203-205). According to the law of demand, the consumer will buy more of a product as the price of that product reduces and vice versa. Thus, in order to remain at the same level of satisfaction, a consumer facing a given budget constraint will consume less of a product whose price has increased (Kim 203-205).

Additionally, the consumer will increase the consumption of the product whose price has reduced. The consumer’s budget also determines the type of goods and services he can purchase. For example, the type of residence demanded by a university student depends on his disposable income.

A student with a lot of financial resources can choose to stay in a rented apartment. Assuming that a rented apartment is more comfortable than any other residential alternative, the student will be able to derive the highest level of utility since his budget is not financially constrained. A student with little financial resources can choose to stay in students’ hostels at the university. In this case, the student’s decision is informed by the fact that the financial constrain on his budget can not allow him to rent a better residence.

Finally, a student with no income to spend on accommodation can decide to stay at home and commute to the university on a daily basis. Thus, budget constraint influences the consumer’s product preference or the type of a product that the consumer can purchase. The influence of budget constraint is reflected in consumers’ choice.

Consumer choice refers to the ultimate decision on what to buy. It takes into account the consumer’s preferences and budget constraint (Krugman and Wells 65). As stated earlier, the consumer has unlimited wants and limited resources. Consequently, the consumer has to make a trade-off in his purchase decisions.

In order to make the right trade-off, the consumer must combine his budget constraint and his preference (Parkinson and Goodall 236-244). In this context, the budget constraint represents what the consumer can afford while the preferences represent what the consumer would like to purchase or consume (Parkinson and Goodall 236-244). The trade-off involves consuming more units of one good and less units of another good in order to maintain the same level of satisfaction or utility.

The optimal choice of goods and services is one that enables the consumer to derive the highest level of utility. At the optimum position (choice), the marginal rate of substitution (MRS) is equivalent to the relative prices of the goods and services in the market. MRS refers to the rate at which an individual is willing to trade-off a given set of goods and services.

Consumer choice is determined by the consumer’s level of income. The financial constrain on the budget will reduce if the consumer’s income rises and vice versa (Arnold 67). Thus, consumers with a high income can choose from a wider variety of goods and services than consumers with low income. Additionally, the consumer with a higher income can purchase more goods and services than the consumer with low income (Arnold 58).

Consumer choice is also determined by the product prices since price changes affect the budget constraint (HKTDC). Price changes affect consumer’s choices in two ways namely, the substitution effect and income effect.

Substitution effect occurs when the consumer buys more of cheap goods and less of expensive goods. In a nutshell, the expensive goods are substituted with the cheap goods (Krugman and Wells 78). Income effect occurs when the price change affects the total amount of goods that can be purchased with the available disposable income.

For example, a rise in tuition fee by 2% will affect a student’s budget and expenditure choices. The rise in tuition fee means that the student will have less money to spend on other items such as clothes. Thus, in order to purchase clothes and pay the new tuition fee, the student has to reorganize his budget. The reorganization will involve making a trade-off between the tuition fee and the clothes. The student may reduce his expenditure on clothes in order to allocate more money for the new tuition fee.

The purpose of this paper was to analyze consumer behavior by investigating why people consider particular purchases and the factors that influence consumer’s purchase decisions. As discussed earlier, consumer behavior refers to the process of making purchase decisions (Krugman and Wells 45).

The purchase decisions are influenced by consumer preference and budget constraint. Consumer preference refers to the goods or services that a consumer would like to purchase. Budget constraint, on the other hand, refers to the amount of goods and services that the consumer can afford. Thus, the consumer’s choice must take into account the preference and budget constraint (House, Gao and Spreen 450-464). This involves making a trade-off between the goods to be bought with the limited income.

Arnold, Roger. Microeconomics. New York: McGraw-Hill, 2008. Print.

Champniss, Guy. How can we Change Consumer Behavior to Benefit the Environment? Guardian Sustainable Business, 3 Nov. 2011. Web.

HKTDC. Changes in Consumer Behavior in Traditional Markets and Implications for Hong Kong Exporters . HKTDC, 12 Sept. 2009. Web.

House, Lisa, Zhifery Gao and Thomas Spreen. “Consumer Preference for Mandrins: Implications for Sensory Analysis.” Agribusiness 27.4 (2011): 450-464. Print.

Kim, Youn. “Alternative Specifications of Consumer Intertemporal Budget Constraint and Measures of Wealth and Savings.” Applied Economics 7.3 (2000): 203-205. Print.

Krugman, Paul and Robin Wells. Microeconomics. New York: McGraw-Hill, 2010. Print.

Parkinson, Bonny and Stephen Goodall. “Considering Consumer Choices in the Economic Evaluations of Mandatory Health Programs.” Health Policy 101.3 (2011): 236-244. Print.

Perner, Lars. Consumer Behavior: The Psychology of Marketing . Encyclopedia of Psychology, 1 Jan. 2012. Web.

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Consumer Behaviour

Updated 23 January 2024

Subject Corporations ,  Marketing

Downloads 60

Category Business ,  Economics

Topic Company

The buyer behaviour theory to show how companies have adapted to customer needs. Consumer behaviour demonstrates the consumer's decision for acquiring, consuming and disposing of goods. It is the decision-making process as well as the physical activity where individual evaluates the goods and services offered. The consumer behaviour is the analysis of individual and the manner in which they elect to the choice of the products they obtain in the market. Companies particularly focus on these particular needs to tap into their organization (Brodie et al. 2013, p. 108). The consumer is an aspect that deals with the consumer in making decision n particular products. It is the study of the human response to services and marketing. It analyses the consumer during the acquisition and its disposition of products, services, time and the time. It is the body of that studies the consumption of products and services. Additionally, it investigates process and activities people engage in while making their choices (Jaakkola and Alxander 2014, p. 248).

Consumer behaviour is affecting perception, cultural forces and the social factors. Consumer behaviour process is involved when people make a decision on choices of product services and the experience to meet their needs. It has two aspects which the final purchase and the decision process which involve the interplay of a number of complex variables. It is argued that purchase behaviour is an end result of consumer decision making. The consumer behaviour has become an integral part of the strategic market planning as firm and companies focus on the marketing activities. The effort is made to make influential effort to attract the consumers towards goods and services. In the current global market customers are more informed educated informed and highly knowledgeable this it behaves marketers to invest more in order to convince them to make a decision on the products. The consumer behaviour enables companies to understand and predict buying behaviour of consumers in the marketplace (Venkatesh et al. 2012, p. 157).

Companies are not only focusing on exploring the change in taste of the customer's preference but most importantly they are trying to decode the influential sources of information of customers. Companies are now focusing on the unsatisfied want to transform the consumer needs. Companies now through their websites run information that has a direct influence on the consumer's perception. The current market relies largely on marketing for the success of the business. Marketing helps business organization design campaign geared towards critical concerns that target the needs of the consumers. These marketing studies ensure there are enough resources that can be used to identify the consumer's behaviour. The theories of consumer handle the issue on how consumers purchase in a group and the role of emotion while making choices in the products, attitude and the role of object utility (Oliver 2014, p. 87).

Created in 1960 by Martic Fishbein and Icek emphasizes the significance of the existing attitudes deciding the choices of product and services. The gravamen of this theory focuses on the consumer acts on conduct based on the aim to create a certain outcome. In this evaluation consumer are selfish being acting in their best interest? The decision-making process is argued as the critical aspect of the choices the consumer make largely depends on the customer's satisfaction and their expectation (Hill and Alexander 2017, p. 118). Consumers occasionally change their mind and may opt for a different choice depending on the presentation of the product. In order for an organization to tap into this aspect, they need to associate a purchaser with a positive result linking its desirability. There is a demand for original intention and ad to ensure that the wheelie the consumer engages in decision making they are able to settle for the goods.

Consumer absorbs most of the material they pick from the adverts and compare the input with past experience and prospect. Consumer move to the decision making stage after having engaged in deep thought through. Decision making is affected by external influences including how consumers envision themselves after making the purchase. The creation of global electronic waste was estimated at 40 million per year and the same is estimated to extend to rise of about 500% by the year 2022. There has been a growing concern about the e-waste ramification caused by the rising e-waste in the UK (Teece 2010, p. 172). The consumer behaviour theories cover the issue of consumer perception and the collective consciousness. The consumer perception suggests that product influence their behaviour. Perception relates to the ability to make some sense of reality from the external environment.

When the consumer exercises their buying behaviour they tend to buy product and services they go through steps before making a purchase and customer decision depending on a number of different factors. The buying behaviour highlight basic procedure a customer would recognize a need to make a purchase and start researching the product pricing. Customer will occasionally evaluate features before finally making the final decision. Some proponent of the cultural theory of buying behaviour links the influence of culture on the buyer's behaviour (Brodie et al. 2013, p 110).

Perception of what companies are doing in relation to recycling of mobile phones

One of the most universal electronic devices in the world is mobile phones. As companies continue with manufacturing new and the latest models of the device. The average lifespan of the majority of the mobile phones still lies at one year. Therefore the pile of unused mobile phones is on the rise, moreover, they present a huge and an emerging problem in regards to electrical waste. In the year 2013, the amount of the electronic waste generated in Europe alone was about 15Kg per capital this being the highest than those produced in any other region of the world. An emerging and increasingly crucial factor in the sector is the shortage of the main metals to specific those types of metals which are found in the mobile phones. Additionally, approximately 70% of the mobile phones consists of materials which can be completely recycled (Tanskanen 2013, p.1005). The valuable metals inside the mobile phones can be continuously recycled into other forms of low carbon supply chain which can be put to use in other electronic goods.

There is need to recycle mobile phones since it consists of small troves of precious rare materials that can be reused. Approximately about one million phones could produce about 16 tons of copper, 350 kilograms of silver, 34 kilograms of gold and 15 kilograms of palladium (Kasper et al. 2011, p.2540). Hence, recycling old and obsolete mobile phones could drastically reduce the need for mining thus reducing both the strain involved in extraction the precious minerals. The minimization of undesirable effect on the environment due to dead phones. Reduction of the strain on the people working in the mines spread across different parts of the world who are often exploited. Another reason for recycling mobile phones is that they are made up of large concentrations of heavy toxic metals and chemicals such as lead, zinc, arsenic, mercury and cadmium.

Therefore lack of proper disposal of these substances can result in landfill sites which might further leak into waterways and Oil. Moreover when the consumers also sell their phones in the informal electronic waste sector they a taken for precious materials to be retrieved under unregulated and environmentally unfriendly conditions. Some of the chemicals have been associated with various medical conditions which affect both reproductive and develop complications(Ongondo and Williams 2011,p.1308) Thus the challenge remains to develop a proper way to recover those minerals and materials economically in a safe way that minimizes waste and protects the environment.

Mobile phones which are not used are usually left at the drawers at home a condition which is commonly referred to as mobile phone hibernation. Although according to the United Nations Environmental program recycling of mobile phones has the perspective of creating a valuable circular resource. It leads to the generation of jobs, protection of both the health of human and environment. In the UK there exist voluntary phone takeback network that is characterized by three different flows: incentive flow, information flow and product flow. In addition, there are more than 100 voluntary schemes in the UK which provide online mobile phone takeback (Geyer and Blass 2010, p.520).

About 83 percent of the schemes either operate as profit-seeking enterprises or operate to raise funds to support charity. Most of the schemes use the finance prepaid postage services to collect the mobile phones. The consumers who the handsets are collected from comprising of individuals, schools, universities and businesses and the incentives offered to them include monetary compensation, the donation to charities and entry to draws(Petruzzelis 2010,p.629) Majority of the handsets taken back seemed of low quality and information regarding the quantity collected is scarce. The UK takeback systems play a crucial function in ecological administration of waste by averting electronic waste from landfills and inspiring recycling.

Moreover, there is a group of mobile manufacturers, network providers, recycler's and consumer environmental protection groups which is led by Nokia. The group intends to promote the environmental performance of mobile phones and to massively increase the consumer consciousness regarding takeback and recycling. The group agreed on many initiatives with the main issue of concern being an elimination of the use of certain materials of contention, increasing the number of handsets collected via the take-back schemes and recycled lastly providing the consumers more information relating to the products (Juisic and Azevedo 2011, p.356)

The mobile service providers will jointly perform their duties with the manufactures and other stakeholders. The aim is to increase the amount of used, dead or unwanted handsets that are brought back for by the customer for recycling. The group will do a research on the different kind of incentives in various markets around the globe to assist with how the collection rates can be improved. The group also deliberated on the provision of more information and guidance to consumers. They target on the environmental performance of mobile phones thus assist the consumers to make appropriate purchasing decisions.

Use of competitive theory to analyse company's actions in relation to mobile phone market especially in the UK

Competition in an economy is widely studied especially in the mobile industry where there too much attention due to globalization. In the UK there are several mobile markets that have moved dominated the industry to control access to the end customer. Due to the globalization and the dynamism of the world the UK market has to experience stiff competition in the industry on a mobile ecosystem with the operating system and the nature of the industry. There has been a transformation with sophisticated purchasing power. There has been the development of markets with more development in term of technology and the market structure and competition. The companies in the UK are now focusing on utilizing the wide market and distribution channels to reach out to customers. The mobile companies put considerable weight on developing a good supply chain management. Since the mobile phones contain numerous highly specialized features the manufacturer acquires components that meet the demands and preference of the customers (McWilliam and Siegel 2011, p 1480).

The firms conducting business within the telecommunication industry in the UK operate in blustery environments that either has a positive or negative impact on their business. Therefore a company will have a competitive advantage over its challengers by securing customers and adopting appropriate strategies to counter competitive forces. The reaction of a company to competition is based on its capacity to protect itself from business attacks from rivals within the same industry (Tomczak et al.2018, p.5). The firm should, therefore, have a plan that incorporates the goals, policies and actions into a cohesive whole. A good and well-structured plan ensures that resources are allocated to all the relevant departments of the company.

The crucial elements in the companies are customers where the companies are viewed as professional buyers. Consumers present a wide variety of taste preference. They opt for more advanced models and appreciate value-added features and the post-purchase services. Gaining market in the mobile industry requires a perfect competition strategy due to the competitive nature of the industry; the industry needs a media ability to provide customers with reliable information on the market (Porter, 2011).

Mobile phones are one of the major platforms for innovation in the UK. The companies in this industry are working hard to attract customers and gain access to a wider share of the market both locally and internationally. Customer satisfaction is taken into account as one of the crucial factors that enable the company to have a good reputation and be better placed in the market (Persaud and Azhar 2012, p.431). The company should, therefore, undertake measures through offering attractive products and services where detail attention have been paid on the: price range, the clarity of the call, the features of the handset, the appearance of the mobile, the lifetime of the handset and the software. These are the main determinants which can lead to the company having a competitive advantage in the mobile sector.

Brodie, R.J., Ilic, A., Juric, B. and Hollebeek, L., 2013. Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), pp.105-114.

Geyer, R. and Blass, V.D., 2010. The economics of cell phone reuse and recycling. The International Journal of Advanced Manufacturing Technology, 47(5-8), pp.515-525.

Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty measurement. Routledge.

Jaakkola, E. and Alexander, M., 2014. The role of customer engagement behavior in value co-creation: a service system perspective. Journal of Service Research, 17(3), pp.247-261.

Jurisic, B. and Azevedo, A., 2011. Building customer–brand relationships in the mobile communications market: The role of brand tribalism and brand reputation. Journal of Brand Management, 18(4-5), pp.349-366.

Kasper, A.C., Berselli, G.B., Freitas, B.D., Tenório, J.A., Bernardes, A.M. and Veit, H.M., 2011. Printed wiring boards for mobile phones: Characterization and recycling of copper. Waste management, 31(12), pp.2536-2545.

McWilliams, A. and Siegel, D.S., 2011. Creating and capturing value: Strategic corporate social responsibility, resource-based theory, and sustainable competitive advantage. Journal of Management, 37(5), pp.1480-1495.

Oliver, R.L., 2014. Satisfaction: A behavioral perspective on the consumer. Routledge.

Ongondo, F.O. and Williams, I.D., 2011. Mobile phone collection, reuse and recycling in the UK. Waste management, 31(6), pp.1307-1315.

Persaud, A. and Azhar, I., 2012. Innovative mobile marketing via smartphones: Are consumers ready?. Marketing Intelligence & Planning, 30(4), pp.418-443.

Petruzzellis, L., 2010. Mobile phone choice: technology versus marketing. The brand effect in the Italian market. European Journal of marketing, 44(5), pp.610-634.

Porter, M.E., 2011. Competitive advantage of nations: creating and sustaining superior performance (Vol. 2). Simon and Schuster.

Tanskanen, P., 2013. Management and recycling of electronic waste. Acta materialia, 61(3), pp.1001-1011.

Teece, D.J., 2010. Business models, business strategy and innovation. Long range planning, 43(2-3), pp.172-194.

Tomczak, T., Reinecke, S. and Kuss, A., 2018. Introduction. In Strategic Marketing (pp. 1-18). Springer Gabler, Wiesbaden.

Venkatesh, V., Thong, J.Y. and Xu, X., 2012. Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, pp.157-178.

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Consumer Behavior Argumentative Essay Example

• Pages: 6 (1387 words)
• Published: January 28, 2018
• Type: Tests

Generally, 20% of marketing messages produce 80% of campaigns exults. Understanding this, marketers will be able to eliminate costs associated with less productive improves marketing efficiency & returns. Product mix: 80% of company's revenue is derived from 20% of Its products or services. Marketers =>can emphasize the value of core products in a better way to target customers & expand business by targeting new customer groups.

Profits: most useful applications of 80/20 rule in marketing relaters to profits. A company can earn 80% of its profits from the top 20% of Its customer base.

It helps company to focus on maintaining legislations with these top increases loyalty from customers will offer best value to companies. QUESTION 2: List and briefly characterize four types of relationships a person might have with a product.

Be specific. Self- Concept

attachment - The product helps to establish the user's Identity Nostalgic attachment- The product serves as link with a past ;self Interdependence; The product Is a part of users daily routine Love- The product elicits emotional bonds of warmth, passion of other strong emotion.

CHAPTER 2 QUESTION 1: List the three stages of the perception process and give a brief function of each. They are: Selection, Organization and Interpretation Selection: 1st stage of perception process and in this stage, we select stimuli to which we attended. We select the stimuli through our senses: sight, sound, smell, taste, and touch.

Organization: 2nd stage in the perception process. We organize and prioritize the Information and data that we have become aware of and so that certain information stands out over other information. Interpretation: last stage in the perception process.

this stage, we manipulate the data to give meaning to the information that has been selected and sorted.

All we have Is data which makes no sense and has no meaning. We search our memory and assign meaning to the databases on its similarity to our previous experiences. QUESTION 2: As a personal selection factor, adaptation is seen as the degree to which consumers continue to notice a stimulus over time. Five factors can lead to adaptation.

List and briefly describe the connection with adaptation. They are: intensity, duration, discrimination, exposure and relevance. Intensity -?Less-intense stimuli (e. . , soft sounds or dim lord) habituate because they have less sensory impact.

Duration -? Stimuli that FIFO long attention span. Discrimination-? Simple stimuli habituate because they do not require attention to detail. Exposure -? frequently encountered stimuli habituate as the rate of exposure increases. Relevance-? Stimuli that are irrelevant or unimportant habituate because they fail to attract attention.

Chapter 3 1) Give a brief explanation of cognitive learning. Cognitive learning is theory of psychology that attempts to explain human behavior by understanding the thought processes.

In contrast to behavioral theories of learning, cognitive learning theory approaches stress the importance of internal mental processes. This perspective views people as problem solvers who actively use information from the world around them to master their environment. 2) The process of stimulus generalization is often central to branding and packaging decisions that attempt to capitalize on consumers' positive associations with an existing brand or company name.

In this context, list and briefly discuss the four strategies based on stimulus generalization presented in the text.

Family branding variety of products capitalizes

on the reputation of a company name. Positive corporate images help to sell the company's different product lines. -Product line extortionately products are added to an established brand. - Licensing Well-known brand names are "rented" by others.

This strategy is increasing in popularity as marketers try to link their products and services with well-established figures. -Look-alike packaging0Distinctive packaging designs create strong associations with a particular brand. Imitating the look of an existing successful brand is common in today's rowed marketplace.

Chapter 4 1) Explain the concept of involvement and its relationship to motivation. Involvement is 'a person's perceived relevance of the object based on their inherent needs, values, and interests'.

There are different types of involvement: 1) product involvement, 2) message-response involvement and 3) purchase situation involvement. - Product involvement refers to a consumer's level of interest in a particular product. -Message-response involvement refers to influence of how motivated we are to pay attention to what media tell us. Purchase situation involvement refers to differences in motivation during the process of interacting with a store or Web site. As consumer's involvement with a product increase, they devote more attention to ads related to the product; they focus more attention on the product-related information in the ads.

(When we say that she is highly involved in certain product, it means she is motivated to pay attention to information about product. ) 2) What is the relationship between motivations, need, drive goal, and wants? To understand motivation is to understand why consumers do what they do.

Generally, motivation refers to the process that lead people to behave as they do. It occurs when a need is aroused

customer wants to satisfy it.

Once people have a need, it creates a state of tension that drives the consumer to attempt to reduce it. Reduce is called drive. When there is need of food, people seek certain product like hamburger which is their wants. Want is created by combination of personal and cultural factors. So marketers try to create a product to provide the desired benefits which will help consumer to attain goal. Chapter 5 1) Ben is a little nervous about how he will be perceived when he arrives for a Job interview.

He got his hair cut and wore his most expensive business suit so he would appear more like the person the firm would like to hire at the executive level. He knows that he "cleans up well" and hopes that will compensate for his rather weak resume. In terms of symbolic interactions, explain what Ben is doing. What Ben is doing is self-fulfilling prophecy. It occurs when we act the way we assume others expect us to act. We tend to pattern our behavior and the perceived expectations of others.

The process of imagining other's reactions called looking-glass self.

The sire to define ourselves operates as a sort of psychological sonar. 2) Explain the concepts of the ideal and actual self. How do we bridge the gaps between the two selves? Ideal self is a person's conception of how he would like to be, whereas the actual self refers to our more realistic appraisal of the qualities we do and don't have. The marketers can use "fantasy appeals" to people who have large gap to bridge the two selves.

Mortal makeover" can connect the gaps by offering websites for the consumers to experiment with different looks before they actually take the plunge in the real world.

Chapter 6 1) Describe the concepts of brand personality and brand equity and explain how they are related. Brand personality is a set of human characteristics associated with a brand. Personality is how the brand behaves Gender, age, socio-economic class, cryptographic, emotional characteristics Ex: Marlboro - masculine while Virginia Slims is feminine Brand equity is the power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time.

It can be thought of as the "add value" endowed to a product in the thoughts, words, and actions of consumer.

Use brand personality to gain an in-depth understanding of consumer perceptions of and attitudes towards the brand equity. Brand's personality are part of brand equity, which refers to the extent to which a consumer hold's strong, favorable, and unique associations with a brand in memory - and the extent to which she or he is willing to pay more for the branded version of a product than for a no branded (genetic) version. 2) There are eight categories listed in the VALES system. List and briefly describe each of the categories. In which of the eight categories of the VALES system would a rich, 0-year-old woman who is open to new ideas belong?

VALES describes American market segments in terms of demographic and lifestyle factors and classifies consumers in 8 basic lifestyle groups: Innovators, thinkers, believers, achievers, striver, experiences, makers, and struggles.

Innovators: the top group, are successful consumers

with many resources. Satisfied, reflective, and comfortable. Achievers: are career oriented and prefer predictability to risk or self-discovery. Experiences: are impulsive, young, and enjoy offbeat or risky experiences. Believers: have strong principles and favor proven brands.

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Consumer Behaviour Argumentative

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Due to the rise in the Internet and social media and networking sites, e-WOM has increased greatly. Marketers have constantly checked on reviews about their company and products online. Marketers should be aware while conducting an e-WOM campaign and how they use the internet technology so that they do not portray a deceptive image. Viral marketing is one of the key parts to e-WOM. It looks at the strategy that encourages an individual to pass on a good message about the company or a product to others that creates a positive growth for the company. A campaign must provide some specific standards and of interest to the receiver that shows valuable information that could go viral. Some companies adopt humor and jingles in their campaigns for it to become popular. Viral marketers must motivate people to share the information for the purpose of entertainment and acknowledgement or to help others.

Chapter 8 – Discussion Questions Question 3. Some consumer behavior researches maintain that the family rather than the individual should be the unit of analysis in consumer behavior. What are the advantages and disadvantages of using the family as the unit of analysis?

Firstly, the advantages of using family as a unit of analysis are, a product is often used by several members of the same family. For example; hand wash or detergent. Next, demographic variable such as social class will remain the same for all family members. Lastly, family members often have an influence on each other and also make purchase decisions together. Such as, a mother would always have a big influence on what the other family members eat because she is the one who buys food such as groceries for the family.

However, the disadvantages are that marketers must explore more on the consumption patterns and roles played by different family members because individuals purchase goods or services not families most of the time. It is also a very complex method to measure the decision-related interactions among different individuals in the family. To research the role of a child as a major influence and user of a product or service is also very difficult.

Chapter 10 – Discussion Questions Question 3. Give a consumer behavior example from your own experience of each of the following types of cultural learning: a. Formal learning b. Informal learning c. Technical learning

Three types of cultural learning includes; formal learning where the adults or an elder sibling teach a young family member values, moral and ethics. An example would be a parent teaching their child not to lie, cheat and betray. The next is informal learning in which an individual learns by imitating the behavior of selected people such as family, friends or even sporting heroes. This could be easily described as the society/media or friends influence most children or teenagers. Lastly, technical learning could be best described when a teacher advises and teaches the child in an educational environment about what is to be done, how and why. For example; simple manners such as greeting the teacher while he/she is walking pass by.

Chapter 11 – Discussion Questions Question 1. Discuss the importance of subcultures in segmenting the market for food products. Identify a particular product and show how it should be marketed differently to different ethnic groups.

Rice is one of the best examples to describe the food product that is served differently for different ethnic groups. Asians, mostly eat rice for their lunch as well as dinner. Rice is an essential food product that they consumer on a daily basis. KFC, could be used as an example; in some parts of the south east Asian countries such as Vietnam and India rice is served with the KFC fried chicken as a meal whereas in European countries this meal is not served because they east less rice.

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