Buyer Behaviour and Concept of Extended-Self - Essay Example

Buyer behaviour Table of Contents Introduction 3 2.The concept of extended-self 3 3.Theory of consumer perception and concept of extended self 4 4.Theory of exposure and concept of extended self 4 5.Theory of social status and concept of extended self 5 6.Theory of collective consciousness and concept of extended self 5 7.The utility theory of demand and concept of extended self 6 8.Law of Diminishing Marginal Utility and concept of extended self 6 9.Indifference Preference Theory and concept of extended self 7 10.Advertisement 1 7 11.Advertisement 2 7 12.Advertisement 3 8 13.Advertisement 4 8 14.Conclusion 8 Reference List 10 1. Introduction Consumer behaviour is widely regarded as one of the fundamental determinants of organization’s success in the contemporary business environment (Ali, 2009). That is why marketing managers throughout the world emphasize a lot on studying consumer behaviour and their buying pattern in order to design their marketing campaign and thereafter the products (Brown, 2008). The underlying rationale behind these strategies is to influence the behaviour of consumers in favour of brands marketed by the aforementioned managers (Carlaw, 2009). This is one of the fundamental reasons behind several academic scholars and organizational leaders considering consumer behaviour to be a fundamental stimulant of sustainable competitive advantage. A number of scholars have introduced their concepts on consumer behaviour. One of the most noteworthy examples of this theory is the concept of extended-self introduced by Russian W. Belk. The author provided an in-depth explanation of consumer behaviour defined in terms of their attachments to self possessions (Anderson and Kerr, 2008). In other words, the concept of extended-self talks about how consumer establishes an emotional attachments with certain products they buy that define them in terms of their social status (what they have), their interests (what they do) and their characteristics (what they try to be) (Sullivan and Anderson, 2007). This is an appealing idea that provides scholars and researchers with a different perspective to explore consumer behaviour. It is with regards to this fact that the researcher will try to analyze this concept using various theories published in the field of consumer behaviour and thereafter comment on four popular advertisements that have emulated this concept of extended self. 2. The concept of extended-self The consumer behaviour theory of extended-self proposed by Belk (1988) offered a genuine theoretical context for understanding the consumption relationship between consumers and the products that they own. According to the author, the key to comprehending the meaning of possession lies in identifying that willingly or unwillingly, intentionally or unintentionally consumers considers their possession to be a part of their own selves. According to Tian and Belk (2005) and M.S. LaTour, Henthorne and K. A. LaTour (2003), after the introduction of the extended self concept, several investigations followed this article thereby pointing out that consumers incorporate an assorted collection of products within their self characterizations in order to indicate admirable attributes of their personhood to themselves as well as to the general public (Buchwald, 2011). According to Tuan (1980), a consumer’s delicate sense of self requires support and this is fetched by having or possessing material things that defines the individual very closely. For example a consumer using a Macbook Pro will always develop an emotional attachment with the product particularly because this product defines the individual’s interest for elite or rather classy things as well as characterizes the person in terms of social status (Alvarez and Casielles, 2008). Consumption style of people is changing. Modern literatures claim that consumers have shown increasing inclination towards symbolic shopping. Their choice of products depends largely on their mood, sense and emotion. For example, people have been noticed buying brighter colours when they are exuberant whereas dull colours have been their choice when they are emotionally drained (Becker, Greve and Albers, 2009). This suggests that consumers are more inclined towards buying those products which they can closely relate to. In the contemporary world it has become extremely important for consumers to purchase products for what they do and what they mean (Fornell, 2007). This is the fundamental concept of extended self as explained by Belk (1988). In the following sections the researcher will attempt to analyze this concept using various theories of consumer behaviour introduced by acclaimed scholars. 3. Theory of consumer perception and concept of extended self This theory states that consumers’ buying behaviour is influenced significantly by their perception of the product. Marketers throughout the world have emphasized a lot on influencing the perception of customers in order to trigger their buying behaviour. However, the marketers do realize the fact that influencing the perception of consumer in order to extract favourable responses is relatively difficult. Some consumer’s maybe convinced of the exclusive nature of a product and will always be more inclined in possessing it if they believe that this product won’t be obtainable in the market for long (Dutu and Halmajan, 2011). In addition to that, consumers’ perception can also be influenced if marketers can make them believe that the attributes of this particular product is unmatched, that will not be available in any other product. In this case, a relationship between the theory of consumer perception and the concept of extended self can be established. For example, a consumer who prefers to have stock limited edition products will always be willing to buy things which would be available in the market for a limited period of time. This is associated with the consumer’s person hood which characterizes the individual as a person whose social status is uplifted through the possession of limited edition products (Jones and Hayes, 2008). 4. Theory of exposure and concept of extended self This theory explains the ways in which a consumer’s exposure to a particular brand influences the individual’s buying behaviour. For example, a consumer may hear about a shoe brand over radio, print media, TV advert or from work of mouth inside the gym. The buying behaviour of the consumer will always be determined by the extent to which an individual gets exposure to the product. With a strong exposure, the emotional attachment between the consumer and the brand will augment. For example, a consumer might have a better exposure if he sees a shoe brand advert over television that is being endorsed by his/her favourite athlete (Dutu and Halmajan, 2011). More often than not an exposure of such degree will influence the consumer to buy this brand. In here as well, a relationship between the theory of exposure and the concept of extended self is widely evident. For instance, some consumers only prefer to buy those brands that are exclusively endorsed or used by their favourite superstars. This is precisely because of the fact that in owing those brands consumers believe that they are following a similar lifestyle as that of their favourite stars. Their possession of exclusive products used or endorsed by their favourite superstars is what defines their identity. In that way they establish a strong sense of attachment between the brand as well as the lifestyle of their favourite stars. Following the footsteps of their idols gives them a sense of pride and achievements and this is one of the fundamental drawing points of the concept of extended self (Anderson and Kerr, 2008). 5. Theory of social status and concept of extended self Consumers’ buying behaviour is also determined by the degree to which they are willing to compromise on basic needs in order to be considered as someone ‘in the know.’ This attribute is largely noticed in consumers, whose preference lies within the possession of designer clothes, gold credit card rather than a green credit card and foreign models of sport cars instead of a regular sedan. The sole motive behind such inclinations towards luxurious products is only to be considered as a shopper with an immense source of power who belongs to a royal, elite or a privileged society. Consumers have often been found ordering expensive brands of vodka or wine in a bar even if they do not have the slightest of idea regarding the difference between the expensive brand and a regular brand (Carlaw, 2009). Nonetheless, consumers like these derive mental satisfaction or even psychological pleasure by being hailed as a person who belongs to an admirable society. It is theory that highlights the impact of psychology on consumer behaviour (Sullivan and Anderson, 2007). Therefore, the researcher can also identify a strong interlink between this theory of consumer behaviour and the concept of extended self. As mentioned above, the concept of extended self explains that a consumer will always be inclined to buy that product that the individual can closely relate to. The consumer’s inclination towards purchasing the product will be determined by the extent to which the product actually defines the individual in terms of social status (what the consumer has), interested (what the consumers does or prefers to do) and characteristics (what they intend to be). Thus, the theory of social status describes the idea of extended self very closely. 6. Theory of collective consciousness and concept of extended self Consumers often tend to buy those brands that reflect their self consciousness towards a particular issue. Their buying behaviour is determined by their individualism and what they perceive to be the right cause. Collective consciousness can be referred to as the shared beliefs, wisdoms and morals. For example, consumers who find charity to be one of the most relevant investments may often be inclined to buy products manufactured by Microsoft, precisely because of the fact that they know that a chunk of the company’s profit is spent after charity. In a similar manner, their purchasing behaviour will always be influenced by products of those companies that have shown consistent endeavour to improve the environment (Alvarez and Casielles, 2008). Therefore the determinant of a consumer’s choice products depends on whether or not they can relate that product to a good cause, moral or belief. This is what is termed as consciousness or individualism of a person. This is what defines the characteristics of a person and herein we find the link between this theory and the concept of extended self which states that a person will tend to buy a product that closely resembles his/her characteristics or individualism (Becker, Greve and Albers, 2009). Another example that explains this link between the theory of collective consciousness and the concept of extended self is the notebook brand Classmate. The brand claims that for every notebook bought by consumers, the company will donate one rupee for the purpose of educating underprivileged children in India (ITC, 2015). Many people might relate to this cause and therefore their buying behaviour will more often than not be in favour of this brand. This is one of the relevant explanations of consumer behaviour provided in the concept of extended self which says that a person always establish a strong emotional relationship with a product that defines the individual in terms of what he/she means to be; in other words the individuals characteristics. 7. The utility theory of demand and concept of extended self The utility theory of demand provides a thorough explanation of consumer behaviour with respect to the satisfaction that consumers derive the moment that they buy a product. This theory is very similar to the theory of social status that has been mentioned above. For example, a consumer may choose to customize a Lamborghini with gold plated interiors. This requirement is not at all related to the consumer’s inclination towards possessing a luxury car (Fornell, 2007). Getting it customized into a gold plated interior actually gives a mental satisfaction to the consumer that he/she has bought something exclusive. This gives them a sense of achievement which in reality cannot be achieved even if the same model is gifted to the individual. Such requirement of a sense of achievement or rather a psychological satisfaction is what influences the buying pattern of such consumers. Having such exclusive products in stock uplifts the social status of such consumers and helps them to define their identity as one who has insurmountable source of power. This is how this theory can be related to the concept of extended self where a person considers his/her precious possessions to be an integral part of their life (Alvarez and Casielles, 2008). The underlying reason behind such stream of thought is the consumer’s belief that the product will actually define the identity of the person. General public will know the consumer as a person who has such possessions. 8. Law of Diminishing Marginal Utility and concept of extended self The law of diminishing marginal utility explains that a consumer’s satisfactions level towards a particular product is withered off after repeated use of the product. This holds true for a lot of consumers. Some consumers are often noticed to take good care of their newest possessions. However, once these possessions become old their care for the product seems to diminish precisely because of the deteriorating level of satisfaction towards the product. Thereafter these old products are again replaced by the new ones and the cycle goes on (Carlaw, 2009). A slight link can be established between this theory of consumer behaviour and the concept of extended self. This theory explains the concept of extended self which explains the relation between a product and the consumer’s characteristics. For example, a consumer will always pay more attention towards a new product and will be very careful while using it. However, the individual perceives the utility of the product to diminish because of its repeated use. This diminishing utility deteriorates their satisfaction level towards the product following which they try and replace the same using a new product. This thought represents the belief of the consumer regarding the decreasing utility of the product. They might also think that using outdated products may degrade their social status following which they may choose to replace the product with a new one (Sullivan and Anderson, 2007). Therefore, theory of diminishing marginal utility explains the concept of extended self from this perspective. 9. Indifference Preference Theory and concept of extended self The indifference preference theory states that a consumer’s choice of goods and services depends largely on its nature. This theory can be associated more with the tastes and preferences of consumers. For example, a consumer will always prefer to buy the product which suits the individual’s immediate needs and preferences (Becker, Greve and Albers, 2009). This theory considers the nature of products and services to be the fundamental determinant of consumer behaviour rather than the satisfaction level of consumer as described in the previous theories. This theory also explains the concept of extended self very closely. For example, if one were to explain the Indifference Preference Theory in the words of extended self context, it can be said that a consumer’s choice of goods and services will always be driven by the immediate interests of the individual (or what the consumer intends to do with the product or service) (Buchwald, 2011). The fact mentioned above provides a brief justification of the closeness with which the indifference preference theory emulates the concept of extended self. 10. Advertisement 1 The first advertisement that comes to one’s mind when talking about the concept of extended self is that of the soft drink brand Mountain Dew produced by PepsiCo. The advertisement always depicts the lead characters jumping on an adventurous journey after consuming a bottle full of drink. This depiction is justified with the tagline of the product which says that victory lies ahead of fear. This advertisement closely emulates the extended self concept where the consumer’s choice of a product will always be driven by the interests of the individual. Therefore, a consumer who craves for adventures will more often than not tend to buy this product as it might help them to conquer their inner fear of jumping on an adventure ride. This advertisement justifies the psychological influences of consumer behaviour. 11. Advertisement 2 The advertisement of the new iPhone 6 and iPhone 6 plus shows the tagline bigger than bigger at the end thereby symbolizing the unprecedented advancements that have been made in the iPhone segment since the first iPhone was launched. The features embedded in this product are unmatched and thus this product is considered as an exclusive one. Many people consider that no company can ever emulate the attributes or the quality that is incorporated in iPhones or rather in the products that are manufactured by Apple Inc. Therefore such attributes might compel consumers to buy this product as possession of the same will uplift their social status given the premium price associated with the product. This is what the company tries to emphasize on the advertisement by stating that by paying such high price consumers don’t buy a phone, instead they earn admiration. 12. Advertisement 3 The new advertisement of Lamborghini Aventador symbolizes the speed, power and stability rendered by the super car to its driver. That is why the tagline of the advertisement says Lamborghini Aventador, “a relentless force”. This advertisement will always drive the purchase behaviour of consumers who want them to be symbolized as a reluctant force. Possession of this car model is a means for such customers to demonstrate their power and social status. Advertisements like this are able to get into the perception of consumers and extract a favourable response. This advertisement might make consumers feel that possession of this product will make them resistive to any opposing force which in turn helps them define themselves. This is one of the explanations provided by Belk within the concept of extended self. 13. Advertisement 4 The Thai Life Insurance ad is one of the most prominent examples of advertisements that have followed the concept of extended self very closely. The advertisement shows a person’s relentless effort to make the world a better place even if it requires him to compromise on his own basic needs. This advertisement will always stimulate the purchase behaviour of consumers who believe in a better cause. They will be inclined to avail the services of Thai Insurance precisely because of the fact that the company, by means of this ad, has established a common morale or cause that is believed by both the entities (the company and the consumers). The link between this ad and the concept of extended self is evident from the fact that possessing this product somehow defines the consumer as being a person who actually believes in making the world a nicer place. 14. Conclusion The concept of extended self, albeit old, is one of the most widely accepted theories of consumer behaviour. The concept highlights that consumers’ choice of product is determined by the extent to which the product actually defines them in terms of their social status (what they have), their characteristics (what they want to be) and their interests (what they do). It was learnt that consumers more often than not establishes a strong sense of attachment between themselves and their possessions thereby integrating these products as a part of their life. The author has also found that a majority of the modern theories of consumer behaviour are very closely related to the concept of extended self. The same relations were also noticed between certain advertisements and the concept itself which highlights the association between an individual’s extended self and his/her possessions. Reference List Ali, S. S., 2009. Models in Consumer Buying Behavior. 3rd ed. New York: Harper Collins. Alvarez, B. A. and Casielles, R. V., 2008. Consumer evaluations of sales promotion: The effect on brand choice. 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