Consumer psychology


METHODS OF UNDERSTANDING CONSUMER PSYCHOLOGY TO INVESTIGATE CONSUMER BEHAVIOURS



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METHODS OF UNDERSTANDING CONSUMER PSYCHOLOGY TO INVESTIGATE CONSUMER BEHAVIOURS


Figure 1: Consumer Psychology Model of Brands

Source: Hubert and Kenning (2008)



Thomson et al. (2005) have indicated that such structure of model may too reveals an awareness that consumers get at various levels towards psychological engagement with a brand due to various goals, motives and needs. Such levels of engagement has been depicted in the above model (Figure 1) by three different layers to explain consumer psychology that impacts consumer behavior towards a brand selection. The layer which is innermost demonstrate object centered and functionally-oriented engagement; information is acquired by the consumer regarding such brand with an intention to receive useful benefits from using such brand. The existing middle layer demonstrates a self-centered engagement; such brand may be perceived as individually relevant towards consumer. As a final point, such outer layer has been showing social engagement associated with such brand; it denotes that a brand selection depends on interpersonal as well as socio-cultural viewpoint, as well as gives a feeling of community.

Brakus et al. (2009) argued that all the researches have not been narrow and only empirically-focused. Such research also been relatively creative to generate new constructs, for instance, brand relationships, brand personality, brand community, brand attachment, self-brand connections (Thomson, MacInnis, & Park, 2005) as well as brand experience. These have been the methods to measure such consumer psychology and behaviours concepts as well as others like brand trust as well as brand love. However, this is not very clear about how such constructs link to one other as well as which particular role is played towards entire consumer psychology towards such brands. Though individual perceptual process results in multi-sensory views, majority of the research in psychology as well as consumer psychology could be on the basis of study of specific senses (Spence, 2010). Presently research has started exploring sensory attributes (such as intensity of depth of a color; light etc.) to impact consumer psychology that declines very fast. But, if consumers are given a method to put into code the sensory attribute expressively (for example, Tiffany Blue, Coca Cola Red), an improvement in memory towards sensory attributes can be seen radically (Carroll & Ahuvia, 2006).




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