You’ve Got Attitude

Attitude and consumer relations is less about being sassy and more about how consumers feel towards products. An attitude object is simply anything that an individual has an attitude towards (Solomon, Russell-Bennet & Previte 2018). Attitudes are often assumed to be constant however it is possible for attitudes to be dynamic and change over time […]

Why’d you do it?

Consumer Motivation Police ask ‘what is their motive?’ Marketers must ask the same. Why do people do the things they do? Why do they buy the things they buy? The answers to all these questions come down to motivation. Motivation is the ‘force that causes an individual to take action and initiate, guide and maintain […]

All About Me – Self Concept

Who Am I? An age old, often unanswered question that sends people spiralling into existential and midlife crisis. How we see ourselves and we believe others see us can effect our behaviour as consumers. Self-concept refers to the beliefs and attitude an individual holds regarding their attributes and how they evaluate themselves according to those […]

Learning to Love a Brand

Learning and memory are inter-related concepts and influence consumer purchasing. Consumer learning is ‘a process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour.’ (Solomon, Russell-Bennet & Previte 2018) Instrumental Conditioning (Operant Conditioning) Operant conditioning ‘occurs as the individual leans to perform behaviours that produce positive […]

You First Eat With Your Eyes – The Senses and Marketing

Perception is the process in which stimuli are ‘selected, organised and interpreted’ to form an understanding and meaningful view of the world (Solomon, Russell-Bennet & Previte 2018). It is a combination of both physical stimuli and inherent predispositions (Algie 2019). Physical stimuli include sight, smell, audio, touch and taste. Inherent dispositions refer to the expectations, […]

What’s for dinner? – The Daily Decision

With a multitude of fast food restaurants in every city, the choice of where to eat can become an overwhelming one. Follow me as I explore the consumer decision and why I had Hungry Jacks for dinner last night. Consumer Decision Making When deciding which fast food place to eat we often fall back on […]

Retail Therapy or Compulsive Consumption?

We all love a bit of retail therapy, but how much shopping is too much? Compulsive consumption refers to destructive behaviours of ‘repetitive, often excessive, shopping used to relieve tension, anxiety, depression or boredom.’ (Solomon, Russell-Bennett, Previte 2019) Individuals can be diagnosed with Compulsive Shopping Disorder (CSD) and have similar symptoms to individuals addicted to […]

Dress for Success: The Red Sneakers Effect

The ‘Red Sneakers Effect’ refers to the general assumption made by society that an individual making ‘unconventional choices is more powerful or competent.’ (S Bellezza, F Gino & A Keinan, 2014) The term originates from the idea that wearing red sneakers in a professional setting conveys a sense of superiority and power. This post will […]