Marketing : Answer 4 Q S

Running head: CONSUMER BEHAVIOR1Consumer BehaviorNameInstitutionCONSUMER BEHAVIOR2Consumer Behavior1. How do the psychological and sociopolitical perspectives on the consumer differ?Consider at least three dimensions discussed throughout the term.Throughout the term, several perspectives of consumer theories have been analyzed. Inthis essay, I am going to go through the differences between psychological and sociopoliticalperspectives on consumer behavior. The essay will begin with a brief discussion of relevanttheories on sociopolitical and psychological perspectives. After the discussion, I will then showhow the theories present differences between the two perspectives. Finally, I will conclude with abrief discussion on what the differences mean to consumer behavior and practice in marketing.Psychological theories applicable to marketing mainly focus on the self and its part inconsumer behavior. The first of such theories is Sigmund Freuds psychoanalysis theory.According to this theory, human behavior is a result of the interaction of three components of themind; ego, id, and superego. The ego is the partially known self; the id is the uncivilizedconscious, and the superego the ideas about how to act obtained from the society. According toSirgy (1982), the theory of psychoanalysis applies in consumer behavior through the claim thatpeople are likely to purchase products that match their self-concept. Therefore, in the applicationof psycho ...


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