scholarly journals HIGHER SOCIAL EMOTIONS OF CONSUMERS IN THE SYSTEM OF MARKETING COMMUNICATIONS

2020 ◽  
pp. 218-245
Author(s):  
А.Н. Лебедев ◽  
О.В. Гордякова
Keyword(s):  
Consumer Behavior ◽  
Survey Methods ◽  
Personal Characteristics ◽  
Point Of View ◽  
Marketing Communications ◽  
Social Emotions ◽  
Goods And Services ◽  
Significant Relationships ◽  
Social Advertising ◽  
And Behavior

Рассматриваются результаты исследования высших социальных эмоций, то есть эмоций, обращенных к другому человеку (чувств стыда и гордости), в системе маркетинговых коммуникаций. Выдвигалась гипотеза о том, эти эмоции не только влияют на поведение потребителей, но и выступают ее самостоятельными мотивационными факторами. В исследовании приняли участие 224 человека. Среди них 47% мужчины, 53% - женщины в возрасте от 18 до 65 лет (студенты, преподаватели вузов, экономисты, юристы, психологи и специалисты инженерных профессий). Применялось: анкетирование, лабораторный эксперимент с визуальной демонстрацией рекламных материалов (видеопроектор), психодиагностические тесты (16-ФЛО Кеттелла), методика Дж. Тангней TOSCA (Test of Self-Conscious Affect), методика семантического дифференциала Ч. Осгуда. Подтверждено, что мышление и поведение потребителей в условиях воздействия на потребителей различных видов рекламы, являются социально ориентированным. Обнаружены статистически значимые связи между личностными характеристиками потребителей, особенностями их потребительского поведения и их оценками коммерческой, политической и социальной рекламы. В частности, потребители, которым «не стыдно покупать дешевые вещи», отличаются тем, что всегда ориентируются на свое собственное мнение, а не на мнение окружающих. По результатам психодиагностического тестирования (16-ФЛО) эти люди «самостоятельны, независимы, имеют свою точку зрения, стремятся к лидерству <…> предусмотрительны, не любят проявлять эмоции, зато вдумчивы, рассудительны и обязательны». Был сделан вывод о том, что потребители не всегда осознают и признают, что чувства стыда и гордости играют существенную роль в принятии решений в процессе приобретения товаров и услуг, что ограничивает возможности применения опросных методов и делает необходимым методы проективные и экспериментальные. The article discusses the results of studying the highest social emotions (feelings of shame and pride) in the system of marketing communications. We consider the hypothesis that higher social emotions not only influence consumer behavior, but also act as independent motivational factors of consumer behavior on their own. As a result of the study, it was confirmed that the thinking and behavior of consumers under the influence of various types of advertising on consumers is socially oriented. Statistically significant relationships were found between certain personal characteristics of consumers, their consumer behavior, and their assessments of commercial, political, and social advertising. It was concluded that consumers are not always aware and do not always admit that feelings of shame and pride play a significant role in decision-making in the process of purchasing goods and services, which limits the use of survey methods and makes it necessary to use projective and experimental methods. The study involved 224 people. Among them, 47% are men and 53% are women between the ages of 18 and 65 (students, University teachers, economists, lawyers, psychologists, and engineering professionals). At different stages of the study, the following methods were used: questionnaire survey, laboratory experiment with visual demonstration of advertising materials (video projector), psychodiagnostic tests (16pf Cattell), the method of J. Tangney TOSCA (Test of Self-Conscious Affect), the method of semantic differential Ch. Osgood. Statistically significant relationships were found between certain personal characteristics of consumers, their consumer behavior, and their evaluations of commercial, political, and social advertising. In particular, consumers who are "not ashamed to buy cheap things" are distinguished by the fact that they always focus on their own opinion, and not on the opinion of others. According to the results of the psychodiagnostic testing (16 PF), these people are "independent, have their own point of view, strive for leadership. They are prudent; do not like to show emotions, but thoughtful, reasonable and mandatory."

THE SPECIFICS OF THE DEVELOPMENT OF ONLINE COMMERCE UNDER THE INFLUENCE OF CONSUMER BEHAVIOR OF INTERNET USERS

2021 ◽  
pp. 158-171
Author(s):  
Dmitrii V. Tyurin ◽  
◽  
Aleksandra O. Volkova ◽  
◽  
Keyword(s):  
Consumer Behavior ◽  
Customer Orientation ◽  
Consumer Preferences ◽  
Point Of View ◽  
Practical Skills ◽  
Electronic Format ◽  
Online Commerce ◽  
Goods And Services ◽  
Internet Users ◽  
Technical Innovations

The article presents trends and innovations in the global and Russian markets regarding consumer behavior, analyzes the prospects for the development of online commerce, and suggests various approaches to increasing the share of online store customers and consumer retention in the era of digitalization and e-commerce. In particular, the authors analyzed the specifics of interaction with the audience on the example of a large online platform “Shopping live”. The practical skills of using innovative developments by marketers in terms of the development of mobile consumption of services and goods are demonstrated. The article takes into account the requirements that customers face in connection with the pandemic and forced self-isolation, in particular, the ability to use various technical innovations. It also demonstrates, as modern factors, the experience of practicing marketers, which influenced their work in the electronic format of selling goods and services, and in particular the use of new approaches in communication and customer orientation. The authors formulate approaches to the development of electronic promotion of goods and products of various industries from the point of view of consumer preferences, based on the specifics of the marketing strategy of large marketplaces, such as Wildberries, Aliexpress.

Specifics of Consumer Behavior in the Youth Segment of Kazakhstan Tourism

2020 ◽  
Vol 11 (6) ◽  
pp. 1466
Author(s):  
Kamshat MUSSINA ◽  
Lyailya MUTALIYEVA ◽  
Assel BAIMBETOVA ◽  
Darken SEIDUALIN ◽  
Gulzhan ABDRAMANOVA ◽  
...  
Keyword(s):  
Consumer Behavior ◽  
Goal Setting ◽  
Selection Process ◽  
Tourism Industry ◽  
Point Of View ◽  
Travel And Tourism ◽  
Tourist Destinations ◽  
The Republic ◽  
Increasing Demand ◽  
And Behavior

The article deals with the specifics of youth consumer behavior in tourism industry of the Republic of Kazakhstan. Consumer behavior of modern youth is one of the most important issues from the marketing point of view. Consumer behavior is a selection process that depends on values, tastes, habits, traditions, lifestyle, attitudes, etc. Consumer behavior processes are a type of complex system. Their intrinsic features include a large number of subprocesses, the influence of various factors on efficiency, the presence of subjects with different goal setting and motivation, the algorithm of the processes is not fixed. The market of youth tourism is accounted as one of the most important markets in tourism, as young travelers are at the very beginning of their tourism career, which in turn might potentially have impact on the future travel preferences and behavior. Though, the youth tourism market has a significant potential for increasing demand for travel and tourism, not much attention is paid to this tourism segment. In addition, tourists are identified in accordance with the concept of youth tourism by those who intend to travel for entertainment. This study helps explain the motivational factors of youth travelers and attempts to reveal the importance of the youth tourism market for specific tourist destinations.

scholarly journals PSYCHOLOGY OF CONSUMER CHOICE AND ITS INFLUENCE ON PRICING IN MARKET CONDITIONS

2020 ◽  
pp. 110-116
Author(s):  
I. L. Goncharov ◽  
O. A. Gorelova
Keyword(s):  
Consumer Behavior ◽  
Consumer Choice ◽  
Point Of View ◽  
Buyer Behavior ◽  
Fair Price ◽  
Consumer Market ◽  
Economic Psychology ◽  
Goods And Services ◽  
Building Models ◽  
Pricing Process

The schemes of the decision-making process of an individual when consuming various goods and services using the components of economic psychology have been considered. Relevant from the point of view of economic psychology characteristics of buyer behavior that have a direct impact on his attitude to the price level of a product or service and on his reaction when the price changes for them have been presented and reviewed. The used “models” of consumer behavior of motivation, explaining not only the purchase by him of this product, but also his decision to have this product have been shown. Building models of purchase motivation allows manufacturers not only to explain consumer behavior, but also to influence it. Knowing all these nuances and skilful use of them, manufacturers have the opportunity significantly facilitate the pricing process for their goods and make a more accurate calculation of the “fair” price, which will not alienate the consumer. Two global approaches to segmentation of the consumer market have been considered, the use of which allows the manufacturer to assess the company’s competitiveness, assess the market size, and assess the customer’s commitment.

scholarly journals Polish shopping malls attractiveness in the opinion of young consumers: Structural modelling (SEM)

2021 ◽  
Vol 94 (4) ◽  
pp. 539-553
Author(s):  
Anna Irena Szymańska ◽  
Monika Płaziak
Keyword(s):  
Consumer Behavior ◽  
Situational Factors ◽  
Personal Factors ◽  
Shopping Malls ◽  
Key Factors ◽  
Goods And Services ◽  
Significant Relationships ◽  
Young Consumers ◽  
Principal Factors ◽  
Verification Process

The main goal of this paper is the discussion of key factors that determine the underlying motivation of certain kinds of young consumer behavior in terms of selection of shopping malls as places of shopping for goods and services. The identification was based on an available literature and on a verification of the power of influence of selected determinants on the underlying motivation of consumer behavior. A theoretical model is proposed, which has been subjected to a verification process using structural modeling (SEM). The authors observed significant relationships between principal factors such as personal factors, mall environment, situational factors, and mall visiting among young consumers. Furthermore, in the opinions expressed by young shoppers, the mall environment and situational factors were significantly higher rated than personal factors. In addition, the authors found that the young shoppers’ personal factors section needs improvement.

scholarly journals Behavioral approach to customization of trading business in modern conditions

2020 ◽  
Vol 14 (79) ◽  
pp. 66-78
Author(s):  
A. V. Khramova ◽  
Keyword(s):  
Consumer Behavior ◽  
Consumer Psychology ◽  
Product Line ◽  
Point Of View ◽  
Behavioral Approach ◽  
Goods And Services ◽  
Design Changes ◽  
Retail Business ◽  
New Generation ◽  
External Stimuli

Market changes affect consumer psychology. Consumer behavior is variable. In this study, the author examines some of the main aspects of consumer psychology that help to understand consumer behavior. Consumer behavior includes the psychological processes that consumers go through when recognizing needs, finding ways to meet them, making purchasing decisions (for example, whether to buy a product, and if so, which brand and where), interpreting information, making plans, and implementing these plans (for example, by making comparative purchases or actually purchasing a product).The movement from scarcity to saturation of demand leads to the fact that among a large number of goods and services, the buyer begins to look for something that meets his personal aspirations for self-realization.A well-known point of view used in consumer psychology is behaviorism. This branch of psychology asserts that people’s actions are conditioned by external stimuli. Consumers want individuality. Individuality in consumer psychology is how the possession of a product increases their self - es- teem or satisfies a need caused by external influence.The era of mass production of goods has been replaced by customization, reflecting the change in consumer priorities (instead of the desire to be “like everyone else”, a new generation of consumers values their own individuality). Customization (English to customize - customize, change something, making it more suitable for the needs of a particular consumer). This is achieved by making structural or design changes and individualizing products to meet the needs of specific consumers.Customization in the full sense of the word is not an extension of the product line, but a unique product for a specific consumer, which creates a potential demand for a product category.According to the author, the topic of customization is very ambiguous. For example, in the retail business, the use of customization in relation to mass-market food products is not entirely correct. Customization is considered an ideal way to interact in the “supplier of goods or services - customer” scheme. It provides a competitive advantage by creating a higher value for the customer. The main goal of customization is to create a sense in the consumer that the work is done personally for them and meets their personal needs.

Analysis of the Most Valued Organization to Work for in Spain, According to Nationality and Location

2019 ◽  
Vol 5 (2) ◽  
pp. 83-99
Author(s):  
Francisco Jesús Ferreiro Seoane ◽  
Manuel Octavio Del Campo Villares
Keyword(s):  
Work Environment ◽  
Talent Management ◽  
Point Of View ◽  
Added Value ◽  
Quantitative Character ◽  
Autonomous Communities ◽  
Professional Performance ◽  
Significant Relationships ◽  
Pearson Correlations ◽  
Selection Of

Background: The objective of this article is to analyse if there are significant relationships between the most valuable companies operating in Spain regarding professional performance, according to nationality and location within their Autonomous Communities or any superior aggrupation. To do that, a sample of 100 companies has been selected. Methods: The methodology followed is based on the selection of the 100 highestvalued companies from the point of view of Human Resources’ policy for the period 2013-2016 and through the measurement of six factors: Talent Management, Retribution, Work environment, CSR, Training and Employees’ perception, and classified by nationality and location. The study was based on 12 hypotheses, using the Unifactorial Variance’s Analysis, Pearson correlations and regressions. One limitation could be the fact that this study refers to a particular period, focusing on Spain and the variables mentioned, based on questionnaires. The added value of this work lies on the newness as it has a quantitative character, and on the fact that most of the hypotheses do not comply. Results and Conclusion: This allows to deny certain beliefs that affirm that European and American companies operating in Spain are more attractive than the Spanish or the Mediterranean ones.

scholarly journals Low-Asymmetry Interface for Multiuser VR Experiences with Both HMD and Non-HMD Users

Sensors ◽  
2021 ◽  
Vol 21 (2) ◽  
pp. 397
Author(s):  
Qimeng Zhang ◽  
Ji-Su Ban ◽  
Mingyu Kim ◽  
Hae Won Byun ◽  
Chang-Hun Kim
Keyword(s):  
Virtual Reality ◽  
Virtual Environment ◽  
Mobile Device ◽  
User Satisfaction ◽  
Virtual World ◽  
User Study ◽  
Visual Display ◽  
Point Of View ◽  
Head Mounted Display ◽  
And Behavior

We propose a low-asymmetry interface to improve the presence of non-head-mounted-display (non-HMD) users in shared virtual reality (VR) experiences with HMD users. The low-asymmetry interface ensures that the HMD and non-HMD users’ perception of the VR environment is almost similar. That is, the point-of-view asymmetry and behavior asymmetry between HMD and non-HMD users are reduced. Our system comprises a portable mobile device as a visual display to provide a changing PoV for the non-HMD user and a walking simulator as an in-place walking detection sensor to enable the same level of realistic and unrestricted physical-walking-based locomotion for all users. Because this allows non-HMD users to experience the same level of visualization and free movement as HMD users, both of them can engage as the main actors in movement scenarios. Our user study revealed that the low-asymmetry interface enables non-HMD users to feel a presence similar to that of the HMD users when performing equivalent locomotion tasks in a virtual environment. Furthermore, our system can enable one HMD user and multiple non-HMD users to participate together in a virtual world; moreover, our experiments show that the non-HMD user satisfaction increases with the number of non-HMD participants owing to increased presence and enjoyment.

Editorial: Marketing communications and consumer behavior: Introduction to the special issue from the 2009 La Londe conference

2011 ◽  
Vol 64 (1) ◽  
pp. 1-2
Author(s):  
Virginie De Barnier ◽  
Chris A. Janiszewski ◽  
Dwight R. Merunka ◽  
Stijn M.J. van Osselaer
Keyword(s):  
Consumer Behavior ◽  
Marketing Communications ◽  
Special Issue

تشخيص الخصائص الشخصية للمهارات الناعمة دراسة استطلاعية لآراء عينة من القيادات الادارية في دائرة صحة ديالى

2021 ◽  
Vol 1 (1) ◽  
Author(s):  
ناجي محمود ◽  
عدنان جاسم
Keyword(s):  
Soft Skills ◽  
Statistical Treatment ◽  
Main Tool ◽  
Personal Characteristics ◽  
Health Department ◽  
Point Of View ◽  
Main Question ◽  
Communication Processes ◽  
Administrative Leaders ◽  
Health Organization

Contemporary organizations have directed their attention and focus on the role of the skills that their administrative leaders have in order to apply them to the areas of the organization and in a way that serves its objectives, represents the goal of the study to diagnose the personal characteristics of the soft skills in the researched health organization. Hence, the study problem arises with the main question which is: Do the respondents of the study sample regarding soft skills differ according to the personal or demographic characteristics of the researched organization? For the purpose of achieving the objectives of the study and answering its questions, the descriptive analytical approach was used, and the study adopted the questionnaire as a main tool for collecting data. The study was taken from the Diyala Health Department as a community, as (180) questionnaires were distributed to the administrative leaders working in Diyala Health Department, and (160) questionnaires were retrieved from them, and after data collection and statistical treatment, the study reached a number of conclusions, the most important of which are. There is agreement between the opinions of the sample members about soft skills with a high degree of evaluation from the point of view of the administrative leaders in the Diyala Health Department. One of the most prominent recommendations was to improve and develop communication processes between workers in the researched health organization.

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