Personality and Consumer Behavior

Question: Discuss about thePersonality and Consumer Behavior. Answer: Your Dominant View Influences your Perception of the Relationship Between Marketing and Consumers: The reading of the personality related theories and the consumer behavior theory discussed by Engler et al., (2003) I have come to the decision that the personality is an amalgamation of our biological traits as well as the situational components. Hence, I believe that the marketing strategies have a huge implication in altering and shaping the consumer perception and buying behavior. Discussion: Your Beliefs about the Power of Advertising: I believe that the circumstantial or environmental issues are significant components of an individuals personality. However, the biological factors are also important. Hence, I believe that advertisements possess a huge implication in shaping the consumer behaviour and the buying decisions. From the related readings of Engler et al. (2003), I believe that advertising has a huge influence on our buying behavior. As mentioned by Khani et al., (2013) the consuming behavior mostly depends on the personality types of the customers. Hence, the modern day markers are trying to shape the personal beliefs with the help of their advertisements and create a sense of requirement among the customers. As mentioned by Oliver, (2014) the modern day advertisements are capable enough to shape the motivation level of the potential customers. They create a motivation of buying things, which were not previously experienced by the target customers, or they do not have any utilization of that particular product. As mentioned by Schultz Schultz, (2016) Carl Rogers, personality is an organized, consistent pattern of perception of the I or Me of oneself. Advertisements create an idea among the customers that by possessing that particular product he/she will be able to uplift the perception of Me for themselves as well as the society. As mentioned by Fall Diallo et al., (2013) advertisement are focused on creating a sense of brand value among the customers. It has often been noticed that the advertisements, which were not acceptable by the contemporary social norms had been considered as failed projects. As opined by East, Wright Vanhuele, (2013) the personal beliefs are largely connected to the social norms of an individual. Hence, the individuals will not accept the advertisements, which are socially unacceptable. Here, the implication of advertising can be identified in our buying behavior. Your Feelings that Marketing Makes People Buy Things They do not Need: I have a moderate believe on both of the two domains of personality. However, I believe that the environment and circumstances are largely responsible in shaping our inherent personality structure. Hence, I strongly support the idea that marketing makes people buy things they do not need. If a study on the personality theories can b made, it can easily be noted that the advertisements are typically influencing the personality types and utilizing them to augment their profit count. As discussed by Solomon, Russell-Bennett Previte (2012) for an individual who has a extrovert personality, the modern day advertisements are teaching them to possess a luxury product for achieving better social status. It is inducing this particular personality trait to buy an apparently unnecessary product. As opined by Oliver, (2014) by providing reinforcements (gifts, discounts, loyalty points and many more) the marketing strategies compels the customers to make a influenced buying decision. As mentioned by Luchs Mooradian, (2012) we have some inherent needs which we cannot ignore, but, the marketing strategies creates a sense of urge among the people which they start to believe as inevitable for their everyday life. Here, the example of mobile phones can be cited. Though it is necessary for modern lives, but the huge portion of this demand has been created by the marketing initiatives of the marketers. If we concentrate on the recent trend of brand attraction, the validity of the above-discussed statement can easily be supported. References: East, R., Wright, M., Vanhuele, M. (2013).Consumer behaviour: applications in marketing. Sage. Engler, J., Goleman, D., Gelwan, E. (2003).The consumer's guide to psychotherapy. Simon Schuster. Fall Diallo, M., Chandon, J. L., Cliquet, G., Philippe, J. (2013). Factors influencing consumer behaviour towards store brands: evidence from the French market.International Journal of Retail Distribution Management,41(6), 422-441. Khani, S., Imanikhah, S. M., Gheysari, H., Kamali, S. S., Ghorbanzadeh, T. (2013). The Relationship of Appliance Consumer Personality Trait, Brand Personality, Brand Loyalty and Brand Equity in the Mobile Phone Industry.International Journal of Fundamental Psychology Social Sciences,3(4), 63-70. Luchs, M. G., Mooradian, T. A. (2012). Sex, personality, and sustainable consumer behaviour: Elucidating the gender effect.Journal of Consumer Policy,35(1), 127-144. Oliver, R. L. (2014).Satisfaction: A behavioral perspective on the consumer. Routledge. Schultz, D. P., Schultz, S. E. (2016).Theories of personality. Cengage Learning. Solomon, M., Russell-Bennett, R., Previte, J. (2012).Consumer behaviour. Pearson Higher Education AU.