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Marketing@ psychology - Essay Example

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Annotated Bibliography: Marketing and Psychology Instructor Annotated Bibliography: Journal of Psychology and Marketing 1. Wu, L. and Lin, J. (2012). The Match between Information Control and Motivation in the Online Context…
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Marketing@ psychology
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Marketing@ psychology

The situation presents great market potential which is yet to be fully exploited. Consumers ought to have an easy time when looking out for information in addition to wise decision making as regards to online shopping. There are quite a number of online shops on the internet. This scenario presents varying alternatives for the consumer to choose from. Furthermore, the internet provides numerous levels of information control over the same medium. The authors have therefore developed this study with an aim to examine this particular characteristic relative to the consumers’ ability to make wise decisions when shopping online. A relevant hypothesis in this case is that the level of information control ought to be in tandem with the level of motivation in order to enhance the quality of online consumers’ decisions. A common observation has always been that consumers who are highly motivated tend to look up for relevant information. Consequently, the higher the degree of information control, the higher the chances of proper decision making by consumers. On the other hand, consumers who are lowly motivated are not willing to search for information. The authors through the study have employed an experimental type of methodology. A total of 171 participants took part in the experiment voluntarily. At the end of the day, the results revealed that consumers who are highly motivated tend to make better decisions on condition that information control is maintained at high levels. The results also revealed that low-motivation consumers made better decisions relative to low levels of information control as compared to high levels of information control. In conclusion, the results reveal great support for the study’s hypothesis. 2. Schuldt, J.P., and Koonrath, S.H. (2012). The Right Angle: Visual Portrayal of Products Affects Observers’ Impressions of Owners. Psychology and Marketing, 29(10), 705-711. Schuldt and Koonrath (2012) assert that the observers’ impression of product owners have for a long time been influenced by consumer products. Advertisements play a vital role with regard to portraying the image of a product. Consumers are known to make their purchase decisions on the basis of advertisements. It follows that a consumer will be attracted to a more appealing advertisement thus his/her decision to purchase the product or not. However, the angle of visually portraying the products in advertisement may be overlooked. The authors base their study on the hypothesis that portraying a similar product from different points of view can result into various associations as regards color impressions of the owner and product in analogous ways. The authors have also drawn lessons from the first study which indicated how Sport Utility Vehicles (SUV) were rated ahead of sedans on the basis of their power related traits. The SUV can be termed as a dominant and powerful type of automobile. Such associations work to influence the impressions on the owners of the products. In this case, a person who owns an SUV has a higher status as compared to another who owns a sedan as much as the two are relatively costly commodities. In other words, the society closely associates with the SUV owner thus easily respects the owner. This suggests that visual portrayal goes beyond product evaluation such that more specific impressions relating to their respective owners. Lastly, primed traits usually affect impressions as long as they are ... Read More
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