Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda

Wells, Victoria K.

doi:10.1080/0267257x.2014.929161

Cited by 30 publications

(25 citation statements)

References 119 publications

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“…normally used in investigations that analyze the behavioral model applied to consumer behavior (for a review, see Wells, 2014). The operationalization of the method was similar to in the studies of , due to the similarity between the objectives and the attribution of the dependent variable, intention-purchase correspondence (H1), with the addition of two new dependent variables: the levels of utilitarian and informational consequences of the purchased brands (H2 and H3).…”

Section: Methods Design and Operationalizationmentioning

confidence: 99%

Preditores da correspondência intenção-compra e dos níveis de reforço programado de marcas de especialidade

et al. 2020

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Objetivo: Aferir quais variáveis do ambiente do varejo e da história de aprendizagem dos consumidores influenciam a efetividade de planos de compra (correspondência intenção-compra) e as compras de marcas com níveis de reforço programado (utilitário e informativo) no varejo de produtos duráveis de especialidade.Método: Conduzimos uma pesquisa quase-experimental, operacionalizada em ambiente natural com 109 compras realizadas por 99 clientes dentro de uma rede varejista. Utilizamos regressões logísticas para cálculo dos efeitos de probabilidade nas variáveis dependentes.Originalidade/Relevância: A pesquisa mostra os efeitos de variáveis situacionais versus disposicionais do consumidor nas aquisições reais de marcas de produto durável de especialidade, contrastando com pesquisas anteriores de marcas de produtos ou serviços de alta frequência de compra e/ou em compras simuladas. A investigação acerca de efeitos no comportamento de compra real em ambiente natural tem sido rara nas pesquisas em consumo.Resultados: Os resultados revelam que apenas a história de aprendizagem é preditora para efetivar os planos de compra dos consumidores e que ela, em conjunto com as variáveis do ambiente de varejo, influenciam as compras de marcas que levam a diferentes níveis de reforço programado (utilitário e informativo) de produto durável de especialidade.Contribuições teóricas/metodológicas: O estudo utilizou o Modelo da Perspectiva Comportamental para interpretar o fenômeno. Ele tem sido útil para explicar as dinâmicas do consumidor, contextualizando as respostas emitidas e as possíveis consequências informativas e utilitárias propiciadas pelas compras.

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Section: Methods Design and Operationalizationmentioning

confidence: 99%

Preditores da correspondência intenção-compra e dos níveis de reforço programado de marcas de especialidade

et al. 2020

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“…During the last decades, a great number of scientific and practical works were published, dedicated to the research on consumer behaviour and tools of marketing influence on the consumers' decision. The publications of such authors as R. Blackwell, P. Miniard, J. Engel (2006), M. Solomon (2012, Statt (2003), G. Foxall, R. Goldsmith, S. Brown (2001, W. Wells (2014), I. Ajzen, M. Fishbein (1991, 2000, T. Hansen (2005) are particularly noteworthy. In their works, researchers describe mechanisms of consumer decisions and define the factors, which influence their preferences and behaviour in the market on the whole, study the system of the researching methods of existing problems and forecasting the future ones.…”

Section: Review Of Theory and Literaturementioning

confidence: 99%

Influence of Marketing Communicative Strategies on Consumer Behaviour: A Case of the High-Technology Market of Ukraine

Zhurylo¹,

Prygara²

2017

BJES

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The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech goods and on the level of consumer involvement in the purchasing process. Results showed that Highly Rational, Cautious, and Demonstrative behaviours can be observed in case of high consumer involvement in the buying process. Rationally-Confident, Comfortable, Adaptive behaviour can be observed in the case of low involvement. The peculiarities of communicative influence for each type of consumer behaviour in the market of high-tech goods are determined and the appropriate strategies of marketing communication are offered. Practical implementation. Strategies of communicative influence and communication sources depend on consumer behavioural types and the stage of the process of adopting innovations. In case of highly rational consumer behaviour, generic strategy, benefit strategy, and unique technical advantage strategies are recommended to be used as the main communicative strategies. Benefit strategy, unique technical advantage strategy, positioning strategy should be used in the case of rationally confident behaviour. The technology of intrusion, intimidation, positioning strategy, affective strategy, and resonance strategy should be used in the case of cautious consumer behaviour. Brand strategy should be used in the case of demonstrative consumer behaviour. The communicative strategies of product positioning and the strategy of resonance can be used in the case of comfortable consumer behaviour. Brand strategy is the main communicative strategy in the case of adaptive consumer behaviour. Communicative influence and communication sources depend on the stage of adopting innovations: 1) awareness, 2) attitude formation, 3) decision, 4) confirmation, 5) implementation. The main communicative channels on the first and second stage of the process of adopting innovations are: exhibition activity, TV advertising, outdoor and print advertising, Internet advertising, specialized publications, testing centres for goods, state educational programs. The main communication channels on following stages are testing centres, the advice of friends and acquaintances, customer's experience, the advice of vendors-consultants.

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“…With the continuous development of the sports market, the marketing concept is constantly changing (Chang, Mcaleer, & Wong, 2018;Ellegaard, 2012;Maurer, Howe, & Lee, 1992). In recent years, the sports marketing planning has become increasingly mature, the research on sports marketing theory has also developed rapidly (Wells, 2014;Woodside, Sood, & Miller, 2008;Woodside, 2012). At present, there are five marketing concepts in sports marketing, namely product concept, production concept, marketing concept, social marketing concept and marketing concept (Ellegaard, 2012;Maurer, Howe, & Lee, 1992).…”

Section: Introductionmentioning

confidence: 99%

Psychological Analysis of Consumers’ Purchase Behavior in Sports Market

2020

RACP

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This paper aims to reveal the internal relationship between the marketing of sports products and audience psychology. For this purpose, a questionnaire survey was carried out among consumers of sports products. Based on the survey results, the authors analyzed the consumers' psychological activities in selecting sports products, and summed up the influencing factors of consumers' purchase behavior and product demand. Moreover, the authors discussed the effects of marketing strategy on the consumers' self-positioning, purchase behavior and subjective perception. Finally, a marketing strategy was formulated for sports products. The results show that, in addition to internal factors, consumers' purchase behavior in the sports market is greatly affected by the external environment; the marketing strategy must consider multiple influencing factors of price, consumers' purchase behavior and the seller's profit; promotional activities can enhance product reputation, making consumers more willing to buy sports products. The research findings provide theoretical support for the design of marketing strategies for sports products.

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Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda

Cited by 30 publications

References 119 publications

Preditores da correspondência intenção-compra e dos níveis de reforço programado de marcas de especialidade

Preditores da correspondência intenção-compra e dos níveis de reforço programado de marcas de especialidade

Influence of Marketing Communicative Strategies on Consumer Behaviour: A Case of the High-Technology Market of Ukraine

Psychological Analysis of Consumers’ Purchase Behavior in Sports Market

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