Consumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life

1022 Words Jan 24th, 2014 5 Pages
‘Consumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life’

In the current state of understanding consumer behaviour attitudes are core concept in gaining knowledge of people’s personalities, behaviour and choices they make. In other words answering the question - “Why do people do what they do?” Along with beliefs and identity they are main factor impacting on individual’s life since everyday choices are made embracing a certain attitude. Unless marketers try to define and pay attention to the psychological need which is encountered by the holding of an attitude they are in a poor position to predict when and how it will change. (Daniel Katz, 1960) This essay will specify the
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The first attitude function – the utilitarian is expressed in achieving desired needs, consumers stay away from brands which are unlikely to fulfil their needs. Utilitarian appeal contains informing consumers of one or more key benefits that are perceived to be highly functional or important to aimed consumers. The term “utilitarian advertising appeal”, is a creative approach that highlights the functional features of a product or a brand. The basic principle is the one of “expected reward” and a lot of the commercials use this function in order to focus on the product performance attributes or its benefits. For example, most of the automobile advertisings are emphasising on the utilitarian features and characteristics. Place satisfaction is the “utilitarian value (of a place) to meet certain basic needs” (Guest & Lee, 1983, p.234) These needs range from sociability to public services to and the perceived quality of, facilities, or visual appearance (Stedman, 2002,pp. 564)

The ego-defensive function in which the individuals protects themselves from getting to know truths about internal feelings or the threats of the external world in order to protect their ego and self-image. (Katz, D., 1960) Nowadays consumers want to be associated with a particular brand or product. This comes from the fact that they want to build up and

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