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Consumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life.Discuss this statement with reference to the specialist topic area you explored within the workshop programme Essay Example

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Consumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life.Discuss this statement with reference to the specialist topic area you explored within the workshop programme

However, this does not mean that consumer behaviour theory can definitely tell everything about how consumers act in real life.The hierarchy of affects. It is important to consider that there are many models of consumer behaviour that are designed to understand more of consumer attitudes, and not primarily actual behaviours, because in theory, a behaviour cannot be all intentional at all times (Lantos, 2010, p.556; Lake, 2009). For instance, other consumers are obliged to initiate certain outcome especially on purchase of goods or services, but the entire event can be influenced by other third parties or other factors. In fact, consumers may act based on standard learning, low-involvement, and experiential hierarchy, which means they respond to product or service based on problem-solving manner, limited knowledge, or on the basis of emotion (Philips, 1997, p. However in a certain study, it was revealed that due to the advancement of technology, primarily in the onset of Internet, consumers have momentarily grown their power and empowerment (Labrecque et al., 2013, p. This means that the consumers’ potential to respond to product or service may not only be limited to the hierarchy of effects, but above anything else, on the prevailing innovations or trends. The onset of social media networks allows customers to become more sophisticated. This is something that was hardly predicted by consumer behavior theory in the past, particularly in the case of the hierarchy of affects.Theory of reasoned action. Taking the case of ‘theory of reasoned action’ as a consumer behaviour theory, it is assumed that social pressures could lead to actual action of buying (Peter and Olson, 2007, p.152; Kardes et al., 2014, p. Therefore, this theory tries to measure behavioural intentions. However, it is clear that this theory also fully adhere to the idea that there are some uncontrollable factors that will hinder the actual purchasing process to take place. In other words, this theory alone cannot substantially explain how consumers really act in real life. In fact, a certain study reveals that the theory of reasoned action can be best justified when it has to be combined with other new factors such as perceived value, satisfaction, and intention of certain action and more (Kim et al., 2011, p. For instance, in the real setting, consumers’ actual behaviour can be influenced by social pressures. In reality, social pressures are changing too, because of

References

Dierks, L. H. (2005) Trust as a Determinant of Consumer Behaviour Under Uncertainty: An Empirical Analysis of Consumers’ Reactions to a Random External Shock in Europe. Verlag: Cuvillier Verlag.

Hansen, F., and Christensen, S. R. (2007) Emotions, Advertising and Consumer Choice. Oxfordshire: Copenhagen Business School Press DK.

Hoyer, W. D., MacInnis, D. J., and Pieters, R. (2012) Consumer Behavior. 6th ed. Mason, OH: Cengage Learning.

Kardes, F., Cronley, M. and Cline, T. (2014) Consumer Behavior. 2nd ed. Stamford, CT: Cengage Learning.

Kim, Y. H., Kim, M., and Goh, B. K. (2011) An examination of food tourist’s behavior: Using the modified theory of reasoned action. Tourism Management, 32(5), 1159-1165.

King, C. V. (2008) Online Privacy and Security of Internet Digital Certificates: A Study of the Awareness, Perceptions, and Understanding of Internet Users. Ann Arbor, MI: ProQuest.

Labrecque, L. I., Esche, J. V. D., Mathwick, C., Novak, T. P., and Hofacker, C. F. (2013) Consumer Power: Evolution in the Digital Age. Journal of Interactive Marketing, 27(4), 257-269.

Lake, L. (2009) Consumer Behavior For Dummies. Hoboken, NJ: John Wiley & Sons.

Lantos, G. P. (2010) Consumer Behavior in Action: Real-Life Applications for Marketing Managers. Armonk, NY: M.E. Sharpe.

Lin, H. F. (2007) Predicting consumer intentions to shop online: An empirical test of competing theories. Electronic Commerce Research and Applications, 6(4), 433-442.

Michman, R. D., Mazze, E. M., and Greco, A. J. (2003) Lifestyle Marketing: Reaching the New American Consumer. Westport, CT: Greenwood Publishing Group.

Peter, J. P., and Olson, J. C. (2007) Consumer Behavior and Marketing Strategy. 7th ed. New York, NY: McGraw-Hill.

Phillips, M. J. (1997) Ethics and Manipulation in Advertising: Answering a Flawed Indictment. Westport, CT: Greenwood Publishing Group.

Shimp, T. (2008) Advertising Promotion and Other Aspects of Integrated Marketing. 8th ed. Mason, OH: Cengage Learning.

Walters, C. G. (1974) Consumer behavior: theory and practice. Minnesota: R.D. Irwin.

Wright, R. (2006) Consumer Behaviour. London: Cengage Learning EMEA.

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preview essay on Consumer behaviour theory is all fine and well, but has nothing to tell us about how consumers act in real life.Discuss this statement with reference to the specialist topic area you explored within the workshop programme
  • Pages: 5 (1250 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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