Solmon, MR, Russell-Bennett, R & Previte, J 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia.Alongside the current demand for advanced degrees, teachers are often compelled with the professional duty to study further. Lin, CH 2011, ‘Personality, Value, Lifestyle and Postmodernism Consumer Behaviour: A Comparison Among Three Generations’, International Journal of Organizational Innovation, vol. Grubb, EL & Geratewohl, HL 1967, ‘Consumer Self-Concept, Symbolism and Marketing Behaviour: A Theoretical Approach’, Journal of Marketing, vol. 22-27.īudruck, M & Lee, W 2016, ‘Importance of Managing for Personal Benefits, Hedonic and Utilitarian Motivations, and Place Attachment at an Urban Natural Setting’, Environmental Management, vol. 203-230.ĮL, Grubb & HL, Grathwohl 1967, ‘Consumer Self-Concept, Symbolism and Marketing Behaviour: A Theoretical Approach’, Journal of Marketing, vol. 504-517.ĬH, Lin 2011, ‘Personality, Value, Lifestyle and Postmodernism Consumer Behaviour: A Comparison Among Three Generations’, International Journal of Organizational Innovation, vol. M,Budruck & W, Lee 2016, ‘Importance of Managing for Personal Benefits, Hedonic and Utilitarian Motivations, and Place Attachment at an Urban Natural Setting’, Environmental Management, vol. MR, Solomon, R, Russell-Bennett & J, Previte 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia. Although they may continue to purchase with the specific brand as it may then satisfy their hedonic needs as they associate positive emotions towards the brands movement. ![]() Therefore, consumers may decide to purchase Dove’s products initially to fulfil their utilitarian needs as the products provides them with the function of satisfying personal hygiene needs. Through the Dove Self-Esteem Project, the Dove logo not only stands for a personal care product but has formed a new meaning of a movement towards building self-esteem and body confidence. ĭove’s advertisements for the Self-Esteem Project Furthermore, the motivating factor behind purchasing products for their symbolism is driven by the product logo. Product symbolism means that consumers are not only purchasing products for their function (utilitarian) but for what they mean to themselves. Through the results of hedonic needs (symbolic meaning or imagery association), this leads to the discussion of product symbolism. ![]() This state may lead to symbolic meaning or imagery association to a product or brand. Emotions and feelings such as enjoyment, arousal, curiosity and pleasure are categorised as hedonic needs. Hedonic needs are referred to as an emotional desire. Functionality of a product and the ability of the product make up utilitarian needs. Utilitarian needs are associated with being rational, cognitive and task driven. Two needs that motivate consumers purchases include hedonic needs and utilitarian needs. Motivation is an internal process that occurs when a consumer realises they have a need that is not satisfied, and they decide to satisfy this need.
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