ipl-logo

Trait Theory: Theories Of Consumer Behavior

714 Words3 Pages

(4)Trait Theory Trait theory, also called as dispositional theory, is an approach to the study of human personality. A trait can be explained as a characteristic that causes a person to behave in certain ways such as perceives feels, believes and also acts. Some of the personality trait used to differentiate consumer between innovators and non-innovator would be consumer innovativeness, dogmatism, social character, need for uniqueness, optimum stimulation level, sensation seeking and variety-novelty seeking (Cherry, n.d.). Consumer innovativeness is defined as the propensity of consumers to receive the new products, new services or new practices. This trait is important to both consumers and marketers as it can benefit them from right innovation …show more content…

Consumers have the need for varied, novel and complex sensations and willing to take social and physical risks for the sensations (Jeffrey, 1993). Variety-novelty seeking measures a consumer’s degree of variety seeking and can be separated into three types: exploratory purchase behavior, vicarious exploration and use innovativeness. Consumers with the exploratory purchase behavior are always like to switch the brands to experience new product. Vicarious exploration refers to the consumer who gains information and after that contemplates the alternative. The meaning of use innovativeness is consumer uses a product in a new way (Nina, 2006). Attitude among the advertisement model is defined as a consumer forms various feelings and judgment, which affect the consumer’s attitude toward the advertisement and attitude toward the brand. It is also a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion (Dianoux, …show more content…

It is because a good advertising can influence the consumer feeling and judgment as well as affect their attitude towards your product. Advertising become a crucial role in today’s’ competitive business market. Based on the research, young adults (aged between 15-34 years old) made up approximately 34% of Malaysian population (Chai, 2012). Therefore, advertising is a crucial medium for them to up-to-date with the products and services. Both companies should concern this level of people and come out some advertisement that is more related young adults in order to attract their attentions. Advertising is not transferring the messages directly to an individual. It transfers messages to whole public immediately. The advertising that both companies implement should be attractive and creative. A successful and great creative idea can give brands the required thrust to explore new heights (Pooja,

Show More
Related

  • Biological Trait Theory

    191 Words  | 1 Pages

    Trait Theory: Biological Trait theory categorizes people on the basis of their skin color, ethnicity, gender, and their body built. In this case, Mr Obkuku is a built black male, a mesomorph. Well known stereotype that people with darker skin tend to commit more crimes; especially trafficking narcotics and theft.

    Read More

  • Consumer Culture By Kathy Hamilton: Article Analysis

    1675 Words  | 7 Pages

    Within this critical literature review, the article which will be under analysis is “low- income families and coping through brands: Inclusion or stigma?” which was written by Kathy Hamilton in 2012. The article concentrates on the coping strategies used by single parents and low-income families to avoid stigmatisation and threats upon their social identities. Therefore, to avoid stigmatisation these low-income families may take part in conspicuous consumption where families may spend a lot of money on luxury goods to make themselves look better, which can give them a sense of economic power and acceptance within society. However, due to the rise of ‘chav’ culture surrounding single mothers, it can be much harder to move away from stigmatisation,

    Read More

  • Mkt 421 Week 4 Individual Differences In Advertising

    401 Words  | 2 Pages

    Arzanagh and Danaei, (2013) confirmed that there is a considerable relationship among the advertisements and consumer’s attention, interest, desire, and action when the significance level is controlled to one percent. Arzanagh and Danaei , (2013) also found out a specific correlation between the four different factors of attention, interest, desire and action (Arzanagh & Danaei, 2013) Arzanagh and Danaei, (2013) observed that advertisements on TV has the upper hand in all other advertising methods on getting attention of the consumer, billboard advertising have the second place and lastly comes paper advertisement (magazine and newspaper) which is the least effective method to for gaining attention of the customer (Arzanagh & Danaei, 2013). Arzanagh and Danaei, (2013) surveyed that for attracting buyers’

    Read More

  • Schlosser's Fast Food Nation

    452 Words  | 2 Pages

    Many advertisements target a specific group of consumers whether it be classified through gender, age group, or those that share similar interests. Companies try to create advertisements that leave a lasting impression of a certain product so that it can resonate in a consumer’s mind. Often, companies shape an advertisement based on the type of customers they want to attract. For example, McDonald 's, a fast food chain is likely to target children than adults. By attracting children, there is a likely chance that the children will will insist their parents or grandparents to bring them to the restaurant, which ultimately for the restaurant is about making thrice the profit.

    Read More

  • Budweiser's Use Of Pathos In Advertising

    616 Words  | 3 Pages

    Advertisements have been used throughout generations to persuade the viewer to purchase the product that the company is trying to sell. However, some companies appeal to the emotions instead of trying to sell the product itself. Companies have the ability to persuade the opinions of the reader and make an advertisement that can be mesmerizing. Advertisements have helped the awareness of what a products good for or how it is better than the other retailers product. As Jeremy Bradley states “Advertising can help your business to increase its value and build its reputation” (Bradley, Jeremy.

    Read More

  • A Rhetorical Analysis Of Mcdonalds

    983 Words  | 4 Pages

    Using logos, pathos and ethos influence the people and always has a purpose of why they create the advertisement and for who. Majority of all the advertisement can be for child, teenagers, and adult. The point is cooperation’s or business has a message of representation from their companies that it makes them unique but people has to have more power of controlling how they react to advertisement and pay attention to little details. Advertisement has purpose, audience and language and in common it has persuaded, inform and

    Read More

  • Elaboration Likelihood Model Of Persuasion Essay

    817 Words  | 4 Pages

    CHAPTER III Framework This chapter shows and discusses the theories, the theoretical paradigm, the conceptual framework and the operational definition that will be utilized in this research. The study will be assimilating the following theories: Elaboration likelihood model (Petty & Cacippo, 1986); hierarchy of advertising effects model (Thorson et al., 1992) and; music theory (synthesis). A. Theoretical Framework I. Elaboration Likelihood Model Elaboration likelihood model of persuasion or ELM is a dual process model developed by psychologists Richard Petty and John Cacioppo in the 1970s, defining how a medium or a person’s presentation of the message forms and changes the receiver’s attitude.

    Read More

  • Rhetorical Analysis Of Persuasive Advertisements

    909 Words  | 4 Pages

    Do you ever come to believe a certain idea after watching an advertisement, but wonder why you do? Companies have developed ways to make consumers take their side in a movement or campaign. Advertisements are used for several different reasons; to persuade you to buy a product, to spread an idea, or create awareness. They develop these persuasive advertisements through the use of rhetorical appeals: ethos, pathos, and logos. For instance, Under Armour, a well-known activewear company, spreads the idea that determination will lead to success.

    Read More

  • ALDI: Customer Relationship Management

    1275 Words  | 6 Pages

    ALDI supermarkets, a well-known retailer in business, focused on retaining and gaining customer’s loyalty on those who were already familiar with the ALDI brand. ALDI’s main objective is getting its message across which is offering the best quality products at the lowest price possible. One of ALDI’s marketing strategies is the ‘Like brands’ by which ALDI created high quality products similar to those products of a well-known brand and competitors, but with a lower price. ALDI created blind tastes of these ‘like brands’ where people can taste ALDI’s brands and the national brand to see if they can make a

    Read More

  • Eysenck's Theory Of Personality

    1413 Words  | 6 Pages

    The concept of personality has fascinated psychologists for years. Allport proposed the hierarchy of traits – cardinal, central, and secondary traits (Allport, 1945). Cattell also proposed his theory, the sixteen dimensions of human personality (Cattell, 1944). Jung developed a type-based theory of personality, with different dichotomous personality categories, which was further developed by Myers and Briggs in 1962 to produce the Myers-Briggs Type Indicator (Ford, 2013). Some psychologists have even argued that personality does not exist; that people change behaviour over time and across various situations.

    Read More

  • Psychoanalytic Theories Of Human Personality Development

    2149 Words  | 9 Pages

    Over the years, many theories have been developed to study the human personality. Some of the notable theories are psychoanalytic theory, trait theory, humanistic theory and behavioural theory. In this assignment, we have chosen to compare and contrast the psychoanalytic and humanistic theories. Psychoanalytic Theory

    Read More

  • Consumer Buying Behaviour Essay

    1057 Words  | 5 Pages

    Consumer is one who consumes the goods & services product. The aim of marketing is to meet and satisfy the Consumer needs and wants. The modern marketing concept makes customers the centre stage of organisation efforts. The focus, within the marketing concepts is to reach target and largest customer’s sets ball rolling for analysing each of the conditions of the target market1. Consumer behaviour can be defined as “the decision making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services”.

    Read More

  • Impact Of Advertising On Consumer Buying Behaviour

    1306 Words  | 6 Pages

    (Niazi et al 2012) A survey was conducted on effective advertisement and how it impacts consumers buying behaviour. This brought an outcome that advertising is one of the most effective tool to attract consumers positively towards the product. When a consumer gets emotionally attracted towards the product, he tries his best be use and try the product at least once. When the purchasing power of a consumer changes, it affects the purchasing level too side by side.

    Read More

  • Literature Review Of Advertising

    974 Words  | 4 Pages

    Advertisement is a method of mass promotion that’s typically used by different firms to reach large groups of potential consumers to persuade and inform them about a particular brand of product or service through oral or visual message. This means that the aim of any advertising is to differentiate and deliver various information about the product and the company to the prospective and existing consumers, it is therefore vital to make the message of the advertising effective, clear, focused and singular to make it easy for the target customers to hold on to it and catch it; as this provides a basis for

    Read More

  • Reflection On Consumer Behavior

    1141 Words  | 5 Pages

    Introduction At the start of this course, I had no idea what to expect. This is due to the fact that marketing is a field that offers a combination of so many different disciplines such as art, psychology, and statistics. I encounter marketing on a daily basis but have strangely enough not reflected too much about it. Nevertheless, it is a very interesting subject, which deals with promoting and selling services and products.

    Read More

More about Trait Theory: Theories Of Consumer Behavior

Open Document