The paper “ Consumer Behavior - Designing for a Hierarchy of Needs" is an exciting variant of an assignment on marketing. Although I have an idea about the kinds of clothes and shoes my best friend likes, I would never buy him any because he is so unpredictable, what Dempsey and Mitchell refer to as attitudinal inconsistency. I have seen this in the way that he picks items when we go shopping. Initially, he would pick up an item, scrutinize it for a long time. In the end he would take it or leave it. But strangely, he hardly won some of the clothes or shoes he bought.
For instance, he would wear a particular t-shirt but decide against it just as he would be about to walk out the door. Then he would go back in and change. In fact, he kept some of them so long that he finally gives them away. I once asked him why he bought things he did not like. He said that he thought he loved them when he bought them only to realize later he did not.
About one red t-shirt, he gave me he once told me, “ It makes me feel so conspicuous- like I really stand out in a crowd- and self-conscious. ” I found that argument intriguing, especially since he had another equally red t-shirt that he loved. Later he explained to me that it mostly depended on his attitude towards an item when he first spots it. Usually, when he liked an item at first sight, then he would keep it. But he also keeps some of the ones that did not really please him right away.
At such times he told me, he pays attention to whether there is a part of him that doubts his perception that an item is good. In the end, perhaps to avoid wastage or having his closet full of clothes he did not use, I think he devised a plan based on these two sides of his shopping attitude. His attempt to reconcile this inconsistency is in line with the theory of cognitive dissonance (Talon, et al. ), which is a person’ s attempt to resolve his dissonance. My friend has adapted to his way: one, he takes what he likes when he first spots it; two, he does not take what he has two thoughts about.
In other words, he seems to have adopted a general shopping philosophy: when you doubt it, don’ t take it. Chapter 7 Apply Question 6:Attitude SurveyAttitudes, Daniel Katz explains in his ‘ functional theory of attitudes, greatly influence social behavior (Solomon, 2007). When it comes to consumer behavior, it has been noted that attitude influences demand certain goods and services. Here, I present my Attitude Survey on automobiles in the African market on behalf of two Japanese automobile companies: Toyota and Nissan.
Recent years have seen a proliferation of Japanese cars in the world, especially in Africa. These two are the major ones. Still, this attitude survey is relevant because attitudes change over time and keeping track is to keep the market you already have, as well as win and retain a competitive advantage over others.