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 ***** 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 and part of their 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 advertising, informing people about the ***** ***** services that they should and ought to know ***** buy for themselves.

***** these products and ***** ***** persuasive advertising messages, however, are the ***** of advertising research. More specifically, consumer research tries to 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 ge*****d at gaining a particular segment of ***** ***** that the company targets ***** centers on.

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

Consumer Personality and Motivation as illustrated in HSBC Print ads

The ***** ***** ***** ***** may seem familiar for people, but its signifi*****ce to consumer behavior is less known, yet increasingly essential in identifying, determining, and ***** insights regarding ***** patterns and preferences.

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

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

In order to distinguish properly between the


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