When firms introduce new products in the market they emphasize more on the functional utility and benefit the consumer will obtain from the purchase of the products. But, they often neglect that the purchase intention towards the products is also influenced by the psychological needs of the consumers like, the need for distinctiveness vs. assimilation and the perception of newness of the product by the consumer.
Self-construal or self-perception has a significant impact on the decision making by the consumers.
Self-construal refers to the perceptions that an individual has about his feeling, thoughts and actions as compared to others. The self-construal theory recognizes two types of individuals, independent self-construal and interdependent …show more content…
It is argued that these two images can co-exist in individuals and can be activated by situational contexts (Aaker and Lee 2001)
According to The Oxford Library, Self-construal refers to the grounds of self-definition, and the extent to which the self is defined independently of others or interdependently with others.
It is proposed that culture has a significant effect on the self-perception of an individual and prior research has established that people in the Western cultures like U.S. have a predominantly Independent self –construal and are more inclined towards distinctiveness from others whereas the people in Eastern cultures have more of an Interdependent self-construal and are more inclined towards having assimilation with the society and others(Ma, Yang and Mourali …show more content…
(Ma, Yang and Mourali , 2014)
2.4 PURCHASE INTENTION:
A consumer’s attitude and assessment and external factors construct consumer purchase intention, and it is a critical factor to predict consumer behavior (Fishbein & Ajzen, 1975). Purchase intention is the probability that a consumer will buy a product in the near future owing to his past experience or in response to an external stimuli or an internal need of the consumer. Purchase intention of a consumer is influenced by the intrinsic and extrinsic properties of the product, namely the benefits, perceived value and perceived quality of the product by the consumer (Monroe and Krishnan , 1985)
This research aims to examine whether the contextual cues can alter the purchase intention of a consumer by shifting the perceived benefit/value that he is getting from the product, the benefit here being distinctiveness
Self-construal or self-perception has a significant impact on the decision making by the consumers.
Self-construal refers to the perceptions that an individual has about his feeling, thoughts and actions as compared to others. The self-construal theory recognizes two types of individuals, independent self-construal and interdependent …show more content…
It is argued that these two images can co-exist in individuals and can be activated by situational contexts (Aaker and Lee 2001)
According to The Oxford Library, Self-construal refers to the grounds of self-definition, and the extent to which the self is defined independently of others or interdependently with others.
It is proposed that culture has a significant effect on the self-perception of an individual and prior research has established that people in the Western cultures like U.S. have a predominantly Independent self –construal and are more inclined towards distinctiveness from others whereas the people in Eastern cultures have more of an Interdependent self-construal and are more inclined towards having assimilation with the society and others(Ma, Yang and Mourali …show more content…
(Ma, Yang and Mourali , 2014)
2.4 PURCHASE INTENTION:
A consumer’s attitude and assessment and external factors construct consumer purchase intention, and it is a critical factor to predict consumer behavior (Fishbein & Ajzen, 1975). Purchase intention is the probability that a consumer will buy a product in the near future owing to his past experience or in response to an external stimuli or an internal need of the consumer. Purchase intention of a consumer is influenced by the intrinsic and extrinsic properties of the product, namely the benefits, perceived value and perceived quality of the product by the consumer (Monroe and Krishnan , 1985)
This research aims to examine whether the contextual cues can alter the purchase intention of a consumer by shifting the perceived benefit/value that he is getting from the product, the benefit here being distinctiveness