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 ***** ***** services that they should and ought ***** know and buy for themselves.

***** these products ***** services ***** 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 consumers, 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 buying a ********** product or service, later turning this inf*****mation into strategies geared at gaining a particular segment of ***** market that the company targets or centers on.

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

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

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

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

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

***** order to distinguish properly between *****


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