Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson.
Think of a time where you made a purchase based on your positive perception of a product or service only to discover your experience of the actual product or service was much different.
What was your perception based upon?
Was your initial perception based on advertising, friends, brand recognition, or something else?
What motivated you to make the purchase?
Incorporate into your response your understanding of perceptual organization, perceptual interpretation, packaging, perceptual mapping, perceived risk, perceived price and quality, and product positioning or positioning of services.
2. Motivation and Personality
Consumer behavior is at least in part a result of personality. Individual personalities differ widely from one individual to another, and arguably no two personalities are exactly the same.
How then can marketers use personality to identify distinct and sizable market segments and target markets?
Given the perspectives on personality that are covered in the text (Freudian, Neo-Freudian, and Trait Theory), which do you think most comprehensively describes you and why?
Consider your own personality traits. How do they contribute to your decision making process and purchasing decisions?