Consumer behavior concepts and applications pdf
Consumer Behavior: 10 Psychology Studies on Marketing and PersuasionWith the success of e-books in the last decade, e-book piracy has become increasingly prevalent. This is a significant threat to the publishing industry, publishers and authors alike. Despite efforts to inhibit illegal downloading of e-book files, unauthorized download platforms have not lost much popularity. One of the underlying problems is a limited understanding of the determinants that drive consumers in their choice between legal and illegal download options. This article identifies and critically evaluates the key product attributes in the decision-making process of consumers downloading e-books from legal and illegal sources. By providing consumer insights, the publishing industry and e-book sellers can be guided to meet consumer demand better and design marketing plans to attract consumers towards legal download sources and discourage e-book piracy. The consumer choice between legal and illegal e-book download platforms is analysed using the multi-attribute theory for consumer decision making.
Self-congruity versus functional congruity: Predictors of consumer behavior
Journal of the Academy of Marketing Science. Four studies were conducted to test the hypothesis that 1 consumer behavior is more strongly predicted by functional congruity than by self-congruity, and 2 functional congruity is influenced by self-congruity. The pattern of the results provides support for hypotheses. Unable to display preview. Download preview PDF. Skip to main content.
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Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour emerged in the s and 50s as a distinct sub-discipline in the marketing area. Consumer behaviour is an inter-disciplinary social science that blends elements from psychology , sociology , social anthropology , anthropology , ethnography , marketing and economics , especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour. Characteristics of individual consumers such as demographics , personality lifestyles and behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand people's wants and consumption are all investigated in formal studies of consumer behaviour. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general.