CONSUMER PSYCHOLOGY AND BUYING BEHAVIOR Research Paper

CONSUMER PSYCHOLOGY AND BUYING BEHAVIOR - Research Paper ExampleResearch shows that the congruity between product physical body and self-image affects the product preference of a consumer and their intentions to buy an item. This congruousness with self-image could also facilitate positive attitudes and behaviour towards products. The study conducted in Consumers and brands a study of the impact of self-image congruence on brand preference and satisfaction, was seeking to understand the consequences of congruity of self-image on brand preference and the consumer satisfaction in the UKs precious jewellery sector. Results indicated that congruity of self-image acted as a vitally powerful predictor of brand preferences of consumers as well as acting as a suitable predictor for satisfaction of the consumer. The respondents with above average self-image, congruity levels were found to be more likely to enjoy higher satisfaction levels, as well as change magnitude likelihood to buy the b rand. This was when compared to those who had below average self-image congruity levels (Gordon, 2006 p140). For this case study, the consumers were found to be dissonance-reducing buyers (Gordon, 2006 p141). They were highly involved in the jewellery purchase since the product was expensive. in that respect was minimal difference between the brands of jewelry that existed. The consumers were also found to be complex buyers as they were buying highly valued products, and they looked for detailed information in the first place making the purchase.