Several studies have been conducted to identify the base on which to draw ideas regarding attachment as a characteristic of individual-material object relationships. Stacy and Moreau (2006) argue that individuals feel less connected to certain objects than to others. Additional studies requiring participants to list possessions they value according to order of preference deduct that possessions listed topmost form a larger part of the self than the possessions which are lowly listed or not listed at all. It is for this reason that it can be deduced that people have certain possessions that they have a strong attachment towards as compared to others.Another study by Wallendorf and Arnould (1988) on Nigerians and South-western Americans found out that the link between a person and an object can be reflected in the cultural beliefs of the person. Some objects in both communities had been held by individuals as valued possessions. Another social culture study by Csikszentmihalyi and Rochberg-Halton in 1981 on Chicago residents found that male participants had little attachment to household possessions as compared to females.Researchers have proven it true that the possessions each and every person have are linked to them in some way which is why we buy a commodity that will exhibit the needs and/or wants of each person. Many measure other people via what they possess, the house they occupy, the car they drive, among other things; which makes the setting up of particular material goals a common thing all through the lives of people. All of us keep certain materials close to us and treasure them even when time has passed since their value was recognized. All this materials that we value pose as a representation of particular things for a given reason, in some cases; the cherished things are usually worth of giving up while in other cases, they represent things in one’s life that are almost or totally impossible, in short, the things we have developed a strong attachment with. Particular possessions are kept to help someone reflect upon their past selves or used as a remembrance of most valued persons or events in their lives. The attachment that exists between human beings and their possessions is a common experience among consumers yet the source of the attachment and what the attachment really is are less understood. At this stage, it is important to view attachment as a human-possession association. The current market place is full of thousands of advertisements every now and then which makes it hard to get to attract the attention of the target client so that they can see your ad(s). In order for this to happen, the marketer must have a detailed understanding of the client so that the advert created speaks a direct and effective message that the client sees as important and not what the marketer sees as important. It is vital for the marketing section of an organization to reach out to the people and inform them that they care about their thoughts and what is significant in their lives. Psychological marketing is better understood if an understanding of the saying “people do not want your product or service” is better too (Elliott, Rundle-Thiele, and Waller, 2011). They will always want you to give those answers, solutions, pathways, or secret openings to the desires of their hearts yet they do not want to pay for them. Why do they pay? The answer to this question can only be
This paper is determined to familiarize the reader with attachment as a construct of consumer behaviour. Insights from self-development literature are combined with those of latest studies about the attachment people have with their possessions so as to step up the understanding of attachment…
It is worth to note that the multinational corporations have geographically dispersed value creation sites, distribution and sales points and this presents a challenging scene in which the cross-culture aspect of the global market must be captured. A lot of research has therefore been in progress to develop the best marketing communication strategy that will capture the cultural differences across various countries or regions that share the same product (Bjerregaard, Lauring, Klitmoller, 2009, pp.56).
for a small-scale study to be conducted in Kingston, Ontario. Problem Statement Swing Jacket Inc. is a firm which specializes in the production of Swing Jackets. A Swing Jacket is a strap-on training device for golfers meant to ensure a proper swing. Since, their inception, the firm has had difficulties reaching consumers through the golf stores as the Jackets have been said not to be user friendly and that he design is complex.
Schultz and J. Kernan. It means that human beings have developed a bond with few tangible things or developed certain tangible valued possession in the external world that is something outside of itself, which provides them a sense of stability, and satisfaction.
Research scholars have identified that value attached with a product plays pivotal role on directing goals, motives and attitudes of consumer behaviour also motivates customer to purchase the item. Many customers believe that possessing a particular valued item will reflect and communicate their character to external world.
Psychology and Marketing, 29(11), 822-835 The authors reveal that e-commerce experts have for a long time worked to take advantage of existing internet technological characteristics to enhance the experience of consumers online. It is imperative to note that the number of online consumers has significantly increased over the years.
This is because industry is not just about production of goods; it actually is about the wants, needs and satisfaction of consumers (Levitt, 1960). Understanding of consumer culture helps the industry to achieve these objectives of customer satisfaction leading to its ultimate goal of high profit.
This was because I felt that it was important to master the universally accepted dictum.
I ran a cosmetics company in Morocco before I pursued the degree course. I gained a fair understanding of marketing basics and thus the same
After using iphone for a week, I have realized that the utility of this phone is much more than the advertised claims. In my opinion, Apple failed to advertize this product properly when we consider the utility of
ocesses that occur between the time the potential consumer receives the stimuli (the enticing note for sale) and the time they decide on whether to make the purchase. The authors Kolter and Keller (2012) argue that four key psychological processes (motivation, perception,
Processing of information is carried out by a network of neural circuits that have evolved to solve problems related to adaption and behaviour change in humans (Cosmides & Tooby 1997, p.4). As a result, to understand certain behaviours, we have to consider the
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