Here is the synopsis of our sample research paper on Advertising Issues. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
A 3 page research paper that very briefly deals with some specific areas of marketing, such as models of consumer decision-making; personality theories; tri-component factor model and problem-solving consumer strategies. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: D0_khadvis.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
shopping for a car by comparing prices, options and available financing). Passive model--consumer is submissive to promotional efforts (ex. a purchase made purely on the appeal of an ad. The
purchase is made based on the image portrayed in a commercial). Cognitive model--consumer as thinking problem-solver who is willing to settle for making a "good enough" buy based on
partial knowledge of available products. (ex. car buyer who shops at 2 or 3 places, rather than all locales in the area. This consumer is between the first two examples).
Emotional model--A purchase is made based on mood and feelings, rather than pre-purchase information. (ex. buying a car because its red) (The Purchase Process). Key personality theories on consumer
behavior and how they affect purchasing decisions In their text Consumer Behavior, Engel and Blackwell argue that there are three main personality theories that influences studies of consumer behavior:
psychoanalytic theory, social-psychological theory and trait-factor theory (Personality Theory). Psychoanalytic--developed by Sigmund Freud--personality is derived form interaction between the id (biological needs) and the superego (ethical constraint on behavior), with
the ego moderating between the two. (Ex. A man buys a convertible as a substitute mistress) (Personality Theory). Social-Psychological--Describes 3 orientations for individuals: compliant--needs love, acceptance (likely to buy
products that enhance social relationships); detached--independent and self-sufficient (inclined to buy products that appeal to independent nature); aggressive--competitive, attracted by strength and power (likes products associated with status and success,
such as cars, big screen TVs) (Personality Theory). Trait theory--Allport defines traits as attributes that "make a person functional" (Personality Theory). However, Berkman and Gilson assert that there is no
consensus among psychologists as to traits that are applicable to all individuals (Personality Theory). However, in recent years, consumer behaviorists have adopted the "Big Five" factor model of personality as
...