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Surname 1Consumer behavior reportStudent’s Name.Course DetailsProfessor’s NameDate
Surname 2OverviewThis report outlines detailed sections of discussions and explanations concerning the consumer personality theory and how this theory influences consumer behavior. First and foremost, this report will extensively explore the consumer personality theory with the help of relevant sources in order to have a deeper insight into other sections. In essence, these sections will precisely show how this personality theory influences my consumer behavior while reflecting on it. And lastly, provide a conclusive summary of the major discussions that pertain to the theory.Consumer Personality TheoryNormally, a market segment is precisely understood through the definition of consumers' needs and wants that they wish to satisfy. Since consumers decisions happen to be complex and they are constantly changing, this makes it difficult to understand their buying behaviors. The totality of thoughts, intentions, emotions, tendencies, and behaviors that an individual shows consistently as he or she adapts to the market environment can best be defined in terms of consumers' buying decisions that are directly associated with their personality (Ewen and Robert 2014). Although consumer mix for certain buyers tends to be unique, some traits or characteristics can be found to be shared with individuals, although personalities are said to differ from person to person. Personality happens to identify each individual consumer into different groups according to their several characteristics and traits. The personality trait is said to be related to situational influences and happens to be consistent (Su and Po-Hsien 2016). In otherwords, an individual’s behavior can be affected and can respond differently to various situations. Freud, a famous psychologist came up with a psychoanalytic theory which can help to identify the human behaviorsince in these situations it is hard to distinguish what type of behavior an individual will experience depending with the situation (Solomon et al. 2014).As explored by Sigmund Freud, the mind of a human being comprises of the ego, id, and superego. Normally, the id seeks to focus on the value of hedonic meaning that human mind is consistently trying to seek instant pleasures and gratifications. For instance, the instant hunger feeling which is satisfied through having meals. Contrary to this, the superego is associated with decisions

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