Describe about the Marketing Consumer Behavior for Research Database.
Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.
The article was retrieved from the academic research database of Google Scholar following the key words input such as consumer behavior and perception.
Identification of the rationale behind the diverse selection or de-selection of the clients in purchasing an item in the recent past have received a major thrust in terms of recognizing the dynamic interaction between the cognition, behavior and environmental events. Psychological aspect of such behavioral modulation might serve to give concrete evidence that justify the circumstance. Hence, the choice of the article will be appropriate to consider the mentality of the prospective clients in assessing the justification behind their probabilistic selections. The psychological attributes like perception, cognition, memory, persuasion, learning, emotion, motivation, intention and behavior associated with social and cultural context and sales interactions have been elaborately covered in the book resource.
The resource is quite recent in terms of its year of publication and is just 3 years old. Therefore, it is more reliable to consider the focal themes and ideas as depicted in the book to apply into actual practice.
The refereed book has been co-authored by Brian Mullen and Craig Nichols. Professor Mullen was a revered professor of Social Psychology who passed away in 2006. Dr. Mullen’s important contributions and research interests included application of social-cognitive principles to to the study of group processes as well as intergroup behavior and analysis of the cause and effect relationships linked to cognitive demonstration of the groups. Additionally, Craig Nichols, the other author is currently holding the post of Assistant Professor of Accounting at the Syracuse University. Both are recognized as esteemed experts in their respective domains.
The book encompasses the vast array of tentative audiences ranging from the business analyst, marketing planners to academic researchers. However, in view of the content of the book, it may be interpreted that it will provide useful information to the academicians and researchers to probe deeper into the matters related to the evaluation of consumer behavior and consecutive effective business plans.
Perception has been recognized as a vital pre requisite in order to undertake the psychological processing of input detected by the senses. The content of the consumer’s beliefs regarding a particular product includes perception and this area has been considerably analyzed in the book. Further the different types of approaches that may be applicable to the measurement of perceptions that indirectly relates to the extent of awareness among the clients and the associated product features have also been thoroughly described for the ease of understanding. Process tracing measures involving data obtained from pupil dilation, individual’s eye fixation, Conjugate Lateral Eye Movement (CLEM), index of communication effectiveness. The characteristic features of the stimulus situation fosters for the utilization of the principle of contrast considering the attributes like color, intensity, ambiguity, size and movement. The trade publication industrial marketing provided data that in contrast to the black and white pictures; the color advertisements generated more attention. Thus the resource adds value to the understanding of the psychological aspects of the client mindset orientation.
Bilgihan, A., Barreda, A., Okumus, F., & Nusair, K. (2016). Consumer perception of knowledge-sharing in travel-related Online Social Networks. Tourism Management, 52, 287-296.
The given resource has been retrieved from the Google Scholar database subjected to searching by means of key words terms like perception and consumer behavior.
The text in the article articulates the primary features attributed to the sharing of knowledge among the travel related Online Social Networks that correlates with the perception of the clients. Therefore, the article might be referred to for understanding the perceived ease of use (PEOU), a notable construct. The idea of PEOU has been found to impact utilitarian beliefs, subjective norms, conviction in integrity and inclination to share knowledge thereby ensuring the promotion of effective marketing approach catering to the needs of the consumers.
The academic resource is very much recent with the year of publication as 2016. Hence the ideas suggested in the article may be effectively applied to contemporary scenarios as well.
The article has been authored by Dr. Anil Bilgihan and his co-workers. Dr. Bilgihan is the Assistant Professor in the College of Business at the Florida Atlantic University. The principal areas of research for him include e-commerce and hospitality information systems. He is intimately associated with various organizations of repute and is credited with the publication of several publications in important journals as well.
Delving deeper into the content of the article it was found that the authors targeted the online social network population to better comprehend and improvise crucial marketing and business expansion strategies that will aid to conclusively interpret the client’s perception and choice on choosing a product. Thus, the industry of e-commerce might benefit out of utilizing the concepts, strategies and deductions as approved by the investigational study.
An important aspect of the study harbored the outcomes stating that perceived ease of use in conjunction with the belief in integrity holistically impact the knowledge sharing attitudes. The trust in the integrity seems to be positively influenced by utilitarian beliefs and subjective norms. Citing from the implications of the study, it might be said that the travel and tourism industry will receive a major impetus by virtue of the online social networks that have created a cumulative knowledge access platform for the global tourists while making travel decisions and procuring travel associated products and services. The study being based on the feedbacks received from the OSN users accustomed to one year of online travel shopping experience. Hence, it might be fruitful to utilize the concepts and theories that have been widely used in social media platforms to exchange information based on user generated content to yield optimum decision making and incur switching of costs for the travel budget accordingly.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.
The concerned article has been retrieved from the database of Google Scholar providing key terms of perception and consumer behavior.
The approximation of reality is the essential aim of our perception. The human brain tries to make comprehensible sense of the stimuli that we are generally exposed to. Correct interpretation of the perceived idea of the consumers will aid to analyze the concept of sensory marketing that enable the companies to interact with the customers on an emotional level. The conception of an idea can ensure the companies to forge emotional associations within the psychological realms of the customer that appeal to their senses. The concept of sensory marketing is the pivotal theme of the article that might serve to aid in assessing the judgment of the clients depending upon their individual perceptions and understandings. Hence, the selection of the article will be pertinent to relate to the idea of consumer behavior.
The given article dates back to the year 2012, as the year of publication thereby offering scopes for further evaluation and exploration into the topics. The relative currency of the article calls for the relevant understanding and interpretation of the consumer behavior with reference to the sensory marketing with the aim of making the customers aware about the relevant brands and products so that the tactical and short term sales targets may be reached.
Ardhna Krishnan is the author of the article and she is considered as one of the pioneers in the territory of sensory marketing. She is currently endowed with the post of Dwight F. Benson Professor of Marketing at the Ross School of Business, University of Michigan. As an acknowledgment to her admirable work in the concerned field, recently she has been recognized as a Fellow of the Society of Consumer Psychology, a prestigious engagement. Some of the dynamic concepts pertaining to dynamic iconography, perceived consumption, guiltless gluttony, and smellizing have been introduced by Prof. Krishnan through her extensive research and allied work.
In view of the discussions carried throughout the article, it can be easily understood that the intended audience for the content of the research are the industrial persons forming the managerial helm of the business organizational framework. Marketing criteria and appeal strategy may be fostered through their active participation that may be acquired through this article.
Sensory perception is an important factor that affect and orient the decision making process in a person. The behavior and judgment of the individual are regulated likewise. Hence the creation of effective subconscious triggers will ensure greater involvement of the consumers by means of appealing to the basic senses. The extent and reach of sensory marketing is expanding and in this context it might be very much suitable to adopt the most suitable strategies that will stimulate and enhance the sensory feeling among the clients who are at the receiving ends of the products manufactured or presented by a specific company. For instance the abstract notion regarding a specific object such as its sophistication or quality may undergo modulation through effective sensory marketing strategy.
Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing managers. Routledge.
The book article was retrieved via extensive search in the Google Scholar database containing academic articles. The key phrase terms of perception and consumer behavior was entered to obtain the relevant articles.
The relevancy and case appropriateness of the content in the book article provide a vivid insight into the reality of the consumer behavior and its implications emphasizing on the psychological or intrinsic variables that seem to impact the marketing management and simultaneous influence on the client’s decision making principles. Hence it may act as a guide to improvise and implement suitable marketing strategies through proper utilization of the concepts introduced in the book.
The book article is not very old but a recent one with the publication year being 2015. Hence the information and the necessary guidelines provided here will act as a reference point for the marketing personnel.
The book article is the work of Geoffrey Paul Lantos, a famous American marketing educator. He has held prestigious positions as faculty in the reputed institutions namely Eastern Michigan University, Muhlenberg College, Moravian College and others. He also penned a book on Successful Product Management.
The title of the book itself suggests that the book article is intended for the guidance of the Marketing managers to holistically apply the principles and strategies encompassing consumer behavior into actual real life practice. The central theme of the book include issues like consumer behavior and marketing management, consumer decision making process, external socio-cultural influences on consumer behavior, internal individual psychological influences on consumer behavior. All the broader topics are satisfactorily discussed in each of the sub sections that make it all the more helpful and beneficial for the marketing professionals to relate these concepts and make use of them prudently in actual practice. The ease in comprehending the ideas offer an advantage to decipher the tricks and apply them accordingly considering the crucial factoer of consumer behavior.
The book came into light an important aspect of consumer behavior that underpins the perception abilities in consumer choices and decision making. Perception and information processing have been intimately associated in the book that in turn affects the consumer beliefs and opinions in carrying out purchase decision. Stimuli of various natures influence the sensory systems to generate meaningful interpretations of the exposed stimuli. The stimuli reach the brain and trigger appropriate response through coding and decoding of the input to produce suitable outcomes that influence decision making during customer choice. Thus the article is a valid presenter of effective strategies and principles that might be put into actual practice to gain positive outcomes.
References
Bilgihan, A., Barreda, A., Okumus, F., & Nusair, K. (2016). Consumer perception of knowledge-sharing in travel-related Online Social Networks. Tourism Management, 52, 287-296.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.
Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing managers. Routledge.
Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.
Quester, P., Pettigrew, S., Kopanidis, F., Rao-Hill, S., & Hawkins, D (2014), Consumer Behaviour: Implications for Marketing Strategy (7th Edition). McGraw Hill Education: Sydney. ISBN:9781743076811
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