FREE Oward A Personology Of The Consumer Essay (original) (raw)

Personality research has long been a fringe player in the study of consumer.
Little research is directly devoted to personality issues, and if.
consumer personality is investigated at all, it tends to be from the narrow.
perspective of developing yet another individual difference measure in an.
already crowded field of personality scales or considering the moderating.
effects of a given trait on some relationship of interest. Understanding the.
individual person in his or her role as a consumer should be a key issue in.
the study of consumer behavior, but in order to realize this vision the scope.
of personality research has to be broadened. In this essay I discuss recent.
work in personality psychology that may serve as the foundation for the.
development of a personology of the consumer, in which people are seen as.
dispositional, goal-striving, and narrative entities engaged in consumption in.
the broadest sense.
**********.
Personality research in the consumer context has been in the doldrums for a.
very long time. In the first 27 volumes of the Journal of Consumer Research.
(up to March 2001), 71 articles are listed under the headings of individual.
differences, personality, and self-concept (an average of about 2.6 articles.
per year). The Handbook of Consumer Behavior (Robertson and Kassarjian 1991).
contains chapters on probabilistic models of consumer choice behavior,.
neo-Pavlovian conditioning, and the role of psychophysiology in consumer.
research, but no chapter on personality research. The periodic reviews of.
consumer psychology that have appeared in Annual Review of Psychology have.
made little or no specific mention of personality research. The few articles.
that do deal with personality issues are focused on individual differences,.
and the field is balkanized and in a state of disarray. The lack of interest.
in personality is probably best reflected in extant consumer behavior.
textbooks. Some do not cover personality at all, and those that do emphasize.

1. Our Consumer Society

The rise of the consumer culture is a phenomenon characterizing the 20th and 21st centuries, where the economy depends on the population's spending on goods and services. ... There is a psychological impact of consumerism that promotes destructive values. ... Increased consumerism evidently comes at a steep price: in pursuit of acquiring a higher social position in such a way, consumers might not have the necessary financial support and go into debt, which can potentially lead to serious consequences. ... Consumerism encourages a highly wasteful behavior, eventually leading to a lock ...

2. Consumer Product Safety Commission

BACKGROUND The United States Consumer Product Safety Commission (CPSC) is an independent federal agency established in 1972 by Congress under the Consumer Product Safety Act. ... (Certain other consumer products are covered by other federal agencies. ... (Consumer Reporting) Since the CPSC has been established for consumer protection, consumers should take an active role in supporting that mission. ... It's important for the consumer to establish a line of communication with the company in order to determine will tell the consumer whom they need to contact to get the situation remedied...

3. America and Mass Consumerism

At the heart of all these problems is mass consumerism. ... The standard of living of the time was simply too low for mass consumerism to thrive. ... Instead for trying to sell automobiles by telling the consumer that they needed to buy the product, Bernays bred a new idea in which you would sell automobiles by telling the consumer that if they bought the product, they would feel happier. Thus mass consumerism, as we know it today, was born. ... Bernays led advertisers to begin to put their efforts into trying to change the way the consumer thought of their product. ...

4. Advertising and Consumerism

Effective advertising can lead consumers to believe they understand what the good life is and how they can achieve it. ... Consumerism, therefore, is perceived as the definition of progress. ... Here comes the consumer market, serving as playground for these needs and wants to be satisfied. ... Past consumers, and consumers today, are purchasing subjective effects rather than a mere product. ... Essentially, this means when a consumer is asked about an industry or specific type of product, the importance is placed in how quickly a consumer can identity a specific brand. ...

5. Consumer Rights

Consumer Rights Businesses have never denied the fact that consumers have rights. ... After all, people do have the right to consumer education (Antony 115). ... However, there are also laws protecting consumers, "[w] hen [consumers] borrow money from a bank or deposit [their] money in a bank account, federal laws say [consumers] have a right to clear information on all terms and conditions. ... However, many consumers think they have rights they do not really have. ... However, some organizations make attempts at cheating consumers. ...

6. Samsung Brand Audit

This audit provides us with a snapshot brand picture of Samsung mobile and how consumers conceptualise it to be. ... The research undertaken revealed different results for sub-components of Consumer based brand equity for the Brand; Samsung Mobile. ... A brand audit needs to be conducted with both the perspectives of the consumer, as well as how these products are being marketed and branded. ... Lassar, W., et.al., (1995) also indicated the result is consumer loyalty and a willingness to pay a premium price for the brand. ... Therefore the threshold of development of technology ought to...

7. Consumerism

Good Morning Mrs Parkinson and fellow students today I will try to better your knowledge of consumerism. First of all, what is Consumerism? ... "Enter So Much as Knocking" is a poem that both criticises and cautions readers to the nature of consumerism and the effects of a consumer society. ... In the cartoon the baby is brought up in a consumer culture from a very young age. The article "A wacko spend by Jacko" from the Sunday Metro, London relates to consumerism. ...

8. Consumerism

CONSUMERISM Consumerism is the desire to acquire objects and possessions often beyond our essential needs, just for the sake of acquiring them. ... This shows their life is uneventful and controlled by consumer products. ... The two reconcile their love again through a consumer product. ... The consumer belongings "crammed" into a carton symbolises the consumer products being forced onto the public. ... Finally the Bebe add suggests a positive attitude towards consumerism. ...

9. Consumerism

The Myth of Consumerism Every society has mythology. ... Our religion is consumerism. ... Now consumerism fulfills this role. ... This is the consumer ideology and, just like every religion has some "golden rule" that pervades all of its lessons, consumerism too has its own golden rule, the consumer ideology. ... This sort of idoltry is exactly what consumerism offers. ...

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