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 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, ***** 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 ***** that people need; nowadays, persuasive messages are extended through *****, informing people about the goods ***** services ***** they should and ought ***** know ***** buy for themselves.

Selling these products and services ***** ***** advertising messages, however, ***** the ***** 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 *****icular product or service, later turning this information into strategies geared at gaining a particular segment of the market that the company targets or centers on.

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

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

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

Personality ***** defined by Sheth et. al. (1999) as "[a] person's consistent ways [sic] of responding to the environment in which he or she lives" (G-11). Personality, he states, is created through t***** comb*****ing of external influences or the social environment and genetic ***** biological traits of the *****. The combination of ***** with ***** individual results to the creation or development cus*****mer *****; ***** personality may be product- or service-oriented, or both (243). Product-*****iented consumers tend to patronize a product or service based on the merchandise itself, while service-*****iented ***** tend to "seek relationships" with the seller, producer ***** the service or manufacturer of the product.

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

In order to distinguish properly between *****


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