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 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 ***** know ***** buy for themselves.

***** these products and ***** ***** ***** advertising messages, however, are 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. ***** research looks into the motivations and personalities of an individual in terms ***** consuming or buying a particular product or service, later turning this information into strategies geared at gaining a particular segment of the ***** that the company targets or centers on.

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

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

The terms motivation and ***** may seem familiar for people, but its significance ***** consumer behavior is less known, yet incre*****ingly essential in *****ing, determining, and understanding 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 she lives" (G-11). Personality, he states, is created through the comb*****ing of external influences or the social environment and gen*****ic or biological traits of the *****. The combination of ***** with the individual results to the creation ***** development cus*****mer personality; consumer personality may be product- or service-oriented, or both (243). Product-*****iented consumers tend to patronize a product or service b*****sed on the merch*****ise itself, while service-*****iented consumers tend to "seek relationships" ***** the seller, producer ***** the service or manufacturer of the product.

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

In order ***** distinguish properly *****tween the


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