Peer reviewed journals on consumer behaviour
It is also concerned with all persons involved, either directly or indirectly, in purchasing decisions and consumption activities including brand-influencers and opinion leaders.
The men and the boys. Many service settings could be improved if managers actively mitigated last place aversion.
Journal of consumer psychology
Experiments show that adding extra search costs to find discounted items can improve gross margins and sales by increasing the number of items inspected and serving as a self-selecting price discrimination mechanism among customers. They all deserve the respect of being treated as individuals, with their own ideas and feelings. Discourse and Society, 19 2 , During the evaluation of alternatives, the consumer ranks or assesses the relative merits of different options available. It is very difficult to know in depth the personality of human beings. The Marketing campaigns done on regular basis can influence the consumer purchasing decision to such an extent that they may opt for one brand over another or indulge in indulgent or frivolous shopping. For a brief review of the differences, consult the "Find Articles in Databases" module of the Research Foundations Tutorial, which reviews the process of entering keywords and limiting your results: Find Articles in Databases 4. Purchase decision Once the alternatives have been evaluated, the consumer firms up their resolve to proceed through to the actual purchase. The impact can be significant and has implications for managers and researchers. Remember that they are free and their will is sovereign. Consumers use a number of strategies to reduce post purchase dissonance. Consumer actions, in this instance, could involve requesting a refund, making a complaint, deciding not to purchase the same brand or from the same company in the future or even spreading negative product reviews to friends or acquaintances, possibly via social media. Deighton How should we learn to discriminate a fine wine or chocolate? What drives consumers to choose a particular product with respect to others is a question which is often analyzed and studied by marketers.
Consumers use a number of strategies to reduce post purchase dissonance. Social psychologists have established that the need to belong is one of the fundamental human needs.
Post-purchase evaluation Following purchase and after experiencing the product or service, the consumer enters the final stage, namely post-purchase evaluation. Research by Thales Teixeira and Donald Ngwe. Other types of calls-to-action might provide consumers with strong reasons for purchasing immediately such an offer that is only available for a limited time e.
Purchasing Power Purchasing power of a consumer plays an important role in influencing the consumer behavior.
Journal of consumer research
The below underlined factors pertaining to the tendencies, attitude and priorities of people must be given due importance to have a fairly good understanding of the purchasing patterns of consumers Marketing Campaigns Advertisement plays a greater role in influencing the purchasing decisions made by consumers. Buell and Basak Kalkanci Three studies examined how firms can use transparency into social and environmental responsibility initiatives to differentiate themselves in the consumer market. Buell, Shwetha Mariadassou, and Yanchong Zheng Encouraging consumers to purchase a more sustainable product or use resources more responsibly is a key challenge for society. The consumer's purchase and post-purchase activities have the potential to provide important feedback to marketers. Norton and Ximena Garcia-Rada. For example, attributes important for evaluating a restaurant would include food quality, price, location, atmosphere, quality of service and menu selection. The reaction, as a consumer, of an year-old teenager has nothing to do with that of a year-old veteran. Social identity consists of the individual's perception of the central groups to which an individual belongs and may refer to an age group, a lifestyle group, religious group, educational group or some other reference group. Personality factors include knowledge, attitudes, personal values, beliefs, emotions and feelings. Deighton How should we learn to discriminate a fine wine or chocolate? Rearranging the future of my heart: Gaudium et Spes Post-decision dissonance also known as cognitive dissonance is the term used to describe feelings of anxiety that occur in the post purchase stage; and refers to the consumer's uneasy feelings or concerns as to whether or not the correct decision was made at purchase.
What's its secret? The post purchase stage is where the consumer examines and compares product features, such as price, functionality, and quality with their expectations.
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