Johnny Ch Lok

Can Information Society Change Human Consumption Behavior Johnny Ch Lok

Consumer Behavior - Psychological factorsPsychological factors affect consumer behavior very strongly, such as this topic discuss whether information society how influence consumer behavior, e.g. internet, this high technological tool can be used to gather any product information to satisfy consumers information gathering need by consumers learning, motivation and attitude factors influence. When they prefer to choose internet information more than newspapers, TV, radio, magazine advertisement information to seek any product information. MotivationMotivation is activating the internal needs and requirements of the consumer. It can also be described as goals and needs of the consumers. Motivation arouses and directs the consumers towards certain goals. These needs can be psychological needs, needs of security, social needs, esteem needs and also self actualizing needs, e.g. online shopping can let the consumer feel convenience, easier gathering product photo and price and gradient information to make comparison. PerceptionPerception is sensing the world and the situations around and then taking a decision accordingly. Every individual look as the world and the situations differently. The judging ability and capacity of every individual is different and hence the look at the world differently. This is what separates the decision taking abilities. Learning and experienceLearning is the research of products and services before the consumer takes the decision of buying a product. Learning and self educating these days is done online and also in groups. Experience is taking a lesson from the past experiences of a product and service. Learning and experience both again play an important role in influencing the consumer's behavior as it influences their purchase decision. Attitude and beliefsAttitude is a consumer's favorable and unfavorable emotional condition or emotional feeling, also its tendency of reaction to certain actions and behaviors. Beliefs of people that are the belief that people assume the products to be as make the specifications of the products. Hence attitude and beliefs are also important and need to be taken into consideration while studying human behavior.