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 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 their everyday lives. Initially, commercialism of goods and services through advertising mainly focused on extant products and ***** ***** people need; nowadays, persuasive messages are extended through advertising, in*****ming people about the goods and services that they should and ought to know ***** buy for themselves.

Selling these products and services ***** persuasive advertising messages, however, ***** the products of advertising *****. More specifically, consumer research tries ***** identify not only the socio-demographic, but also psychographic profile of **********, 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 ********** product or service, later turning this in*****mation into strategies geared at gaining a particular segment of the market that the company targets or centers on.

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

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

The ***** ***** and personality may seem familiar for people, but its signifi*****ce to ***** behavior is less known, yet increasingly essential in identifying, determining, and understanding insights regarding consumption 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***** lives" (G-11). Personality, he states, is created through the comb*****ing of external influences or the social environment and genetic ***** biological traits of the individual. The combination of ***** with the individual results to the creation or development customer personality; consumer personality may be product- or service-oriented, or both (243). Product-oriented consumers tend to patronize a product or service based on the merchand*****e itself, while service-*****iented ***** tend to "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 person*****ity in ***** it is a deeper and more abstract concept, although similar to ***** in the sense that motivations are ***** linked ***** the social environment ***** ***** ***** of the individual.

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


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