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Every New Year, many of us make resolutions — or goals — that eventually go unsatisfied: eat healthier; pay better attention in class; volunteer, exercise more. As much as we know our lives would improve if we actually achieved these goals, people quite often ...

The “evaluation of alternatives stage” in the Individual Decision Making Process is worthy of a book on its own! There are many different techniques marketers will employ to get the attention of consumers and be top-of-mind when they are ready to make a purcha...

The last stage in the Consumer Decision Making Process is disposal. What options do consumers have at the end of a product’s lifecycle? What about when we tire, get bored, or outgrow something we own? Sustainable marketing requires a deliberate attempt to mini...

An organization that wants to be successful must consider buyer behavior when developing the marketing mix. Buyer behavior is the actions people take with regard to buying and using products. Marketers must understand buyer behavior, such as how raising or low...

Continue Learning The Elaboration Likelihood Model (“ELM”) also presented as the “Central and Peripheral Route to Persuasion” demonstrates the different ways in which consumers process a message relative to their involvement: high involvement (central); low...

Every day we are bombarded by advertisements of every sort. The goal of these ads is to sell us cars, computers, video games, clothes, and even political candidates. The ads appear on billboards, website popup ads, buses, TV infomercials, and…well, you name it...

Although we might use the term in a different way in our everyday life (e.g., “Hey, he’s really got an attitude!”), social psychologists reserve the term attitude to refer to our relatively enduring evaluation of something, where the something is called the at...

Continue Learning Find an example of a brand actively targeting the “PANKs” market segment. What features exist in this brand’s marketing (e.g. commercials, ads, imagery, messaging) indicate that this target market consists of professional women without chi...

Motivations are often considered in psychology in terms of drives, which are internal states that are activated when the physiological characteristics of the body are out of balance, and goals, which are desired end states that we strive to attain. Motivation ...

A brand consists of any name, term, design, style, words, symbols or any other feature that distinguishes the goods and services of one seller from another. A brand also distinguishes one product from another in the eyes of the customer. All of its elements (i...

One of the newer and increasingly important set of factors that is being used to understand consumer behaviour is lifestyle. Lifestyle has been generally defined as the attitudes (or attitudes), interests, and opinions (AIOs) of the potential customer. It is w...

The link between people’s personalities and their buying behaviour is somewhat unclear, but market researchers continue to study it. For example, some studies have shown that “sensation seekers,” or people who exhibit extremely high levels of openness, are mor...

One of the most important psychological approaches to understanding personality is based on the theorizing of the Austrian physician and psychologist Sigmund Freud (1856–1939), who founded what today is known as the psychodynamic approach, an approach to under...

Personality is derived from our interactions with and observations of others, from our interpretations of those interactions and observations, and from our choices of which social situations we prefer to enter or avoid (Bandura, 1986). In fact, behaviourists s...

Continue Learning Watch Dan Pink’s Ted Talk on Motivation. How do his examples and discussions on incentives challenge our understanding of motivation? Track your consumer purchases for one week: make a list of those purchases that would be considered “hig...

Depending on a consumer’s experience and knowledge, some consumers may be able to make quick purchase decisions and other consumers may need to get information and be more involved in the decision process before making a purchase. The level of involvement refl...

Continue Learning Consumer decision making isn’t nearly as straight forward as, “need/want > buy”. Making choices in a world of abundance can be an intense and often discouraging process. Watch this short Ted Talk by Dr. Sheena Iyengar about how to make cho...