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Emotion and Reason in Consumer Behavior

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Consumer behavior and the decision is visible, motives are mental components that can simply be assumed. Purchasing intentions for consumer goods may be categorized as emotional, psychological, economic, and product support (Chaudhuri, 2006). Several of the motives may be reasonable whereas others are sentimental. For instance, economic intentions involve product strength or cost-effectiveness. Psychological or emotional intentions may involve reputation, convenience, or pleasure. Product buying intentions may include simplicity of installation or repairs (Chaudhuri, 2006). Support motives concern diversity for options or delivery speed. Motives involve outlook. Motives originate from the consumer’ s looking-glass self, perfect self, and actual self (Michman et al. , 2003).

The manner consumers see the condition to themselves assists in forming their reactions to marketing campaigns. Consumer need and objectives are continuously evolving in reaction to external situations, relationship with other people, and physical circumstances. As individual consumers understand their objectives, new goals may be created. New forms of the objective may emerge. For instance, in my case, when I already got what I want I usually form another goal. For example, it was my goal to buy large appliances before and I successfully attained them because I kept reminding myself that those are my needs.

Afterwards, I decided to aim for a new care. Furthermore, marketers have to be updated with evolving motives and needs. Car producers have acknowledged buyers’ need for reputation or prestige. This need could be essential as several buyers look for security or family pleasure and convenience as bases for buying a new care. Because large numbers of families have at least two automobiles (Holbrook, 1999), possession of an SUV and a cost-effective second-hand automobile may embody conflicting needs and wants.

The explanation consumers prefer one product or service over another may be ambiguous and not known to them.

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