Essay - Consumer Behavior (Marketing) the Role that Personality and Motivation Play...

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Consumer Behavior (Marketing)

***** Role that Personality and Motivation Play in Consumer *****: A Case Study of Hongkong and Shanghai Banking Corporation (HSBC)


In today's information-oriented society, research and development, particularly information research, has become an important activity for business companies, institutions, ***** organizations, who want to know more about the consumer market, people ***** consider consumption as embedded and part of *****ir everyday lives. Initially, commercialism of goods and services through advertising mainly focused on extant products and services ***** people need; nowadays, persuasive messages are extended through *****, in*****ming people about the goods ***** services that they should and ought to know and buy for themselves.

Selling these products and services ***** persuasive advertising messages, however, are the ***** of advertising research. More specifically, consumer research tries ***** identify not only the socio-demographic, but also psychographic profile of consumers, understanding how people can be persuaded to buy a company's product or service. ***** research looks into the motivations and personalities of an individual in terms ***** consuming ***** buying a particular product or service, later turning this in*****mation into strategies geared at gaining a ***** segment of ***** ***** that the company targets ***** centers on.

This paper discusses in detail the role that motivation ***** personality plays in *****fluencing consumer behavior, taking the case ***** the ***** and Shanghai Banking Corporation (HSBC) as an example to discuss and analyze these important points. In ***** paper, an analysis of the print ads ***** ***** is analyzed, relating its features ***** identify its target market and perceived motivations and personalities of HSBC's ***** market. Th***** study aims to provide an illustration of how motivation and personality analysis ***** ***** are vital to the understanding of ***** markets and behavior.

Consumer Personality and Motivation as illustrated in HSBC Pr*****t ads

***** terms motivation ***** ***** may seem familiar for people, but its significance to consumer behavior is less known, yet incre*****ingly essential in *****ing, determining, and ***** insights regarding ***** patterns and preferences.

Personality is defined by Sheth et. al. (1999) as "[a] person's cons*****tent w*****ys [sic] of responding to the environment in which he or she *****" (G-11). Personality, he states, is created through ***** comb*****ing of external influences or the social environment and genetic or biological traits of the individual. The combination of ***** with ***** individual results to the creation or development customer personality; consumer personality may be product- or service-oriented, or both (243). Product-*****iented consumers tend to patronize a product or service based on the merchand*****e itself, while service-*****iented consumers tend ***** "seek relationships" with ***** seller, producer ***** the service or manufacturer of the product.

*****, meanwhile, is identified as "an inner drive that reflects goal-oriented arousal" (Arnould et. al., 2004:259). It differs from personality in that it is a deeper and more abstract concept, although similar to it ***** ***** sense that ***** are ***** linked ***** the social environment ***** individual traits of the individual.

In order to distinguish properly *****tween the


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