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

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Consumer Behavior (Marketing)

The Role that Personality and Motivation Play in Consumer Behavior: 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, and organizations, who want to know more about the consumer market, people ***** consider consumption as embedded ***** part of their everyday lives. Initially, commercialism of goods and services through advertising mainly focused on extant products and ***** that people need; nowadays, persuasive messages are extended through advertising, in*****ming people about the ***** and services ***** they should and ought ***** know and buy for themselves.

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

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

***** Personality and Motivation as illustrated in HSBC Print ads

The ***** ***** ***** personality may seem familiar for people, but its significance ***** consumer behavior is less known, yet incre*****ingly essential in identify*****g, determining, and ***** insights regarding consumption patterns and preferences.

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

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

***** order to distinguish properly between the


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