Consumer psychology by Cathrine V Jansson-Boyd

By Cathrine V Jansson-Boyd

"Psychology is significant to an efficient realizing of intake behaviours. the purpose of this ebook is to supply an total realizing for why humans eat sure services and products and the way this impacts their behaviour and mental good being"--Provided through publisher.

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5): 1 Internal drive: Encourages an individual to take action to learn. The likelihood that learning will occur may be influenced by an emotional response such as fear or happiness. 2 Cue stimuli: This is when a consumer encounters an external stimulus that encourages learning. Such stimulus could be an advertisement, a point-ofpurchase display or perhaps a leaflet. Cues are not generally as influential as internal drives in the learning process. 3 Response: This is the way in which consumers respond to both the internal drive and cue stimuli.

Marketing to older consumers Because cognitive processes change when people get older, marketers may have to rethink some of the strategies they use when targeting older consumers. The impact of aging upon the memory process is not entirely clear (Kausler, 1994; Schaie, 2005) and it is difficult to know to what extent research findings are applicable to all older people. Nevertheless there are a number of research findings that Consumer Psychologists should be aware of when working with older populations.

Bandura’s research has also been confirmed to be equally applicable to adults, in that adults are often keen to imitate the behaviour of those they admire and respect. Just as with classical conditioning, social learning is also often used in advertising. For example, if a consumer sees a person that they admire, such as Beyoncé or David Beckham, endorsing a particular product, perhaps Pepsi or Police sunglasses, then they are much more likely to buy the product. Social learning is not only useful for advertising campaigns using celebrities – it can also be effective for product placement in popular TV shows and films.

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