Sample Research Paper: Psychology/Industrial and Organizational Psychology

Sample Research Paper: Psychology/Industrial and Organizational Psychology

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Please respond to each of the following discussion below:

Discussion 1:

People consume because it is necessary for the human organism to be sheltered, fed, and clad (Osterberg, 1997). Individuals also consume for other reasons as well. Holt (1995) discusses four other ways in which people consume. These four ways are consuming as experience, consuming as integration, consuming as play, and consuming as classification. When individuals are consuming as experience, they are reacting emotionally to consuming the object. When individuals are consuming as integration, they are manipulating the meaning of the object. They manipulate the object for reasons of self-extension and personalization. People who are consuming as play, they are engaging with the object and using the object to engage with others. Finally, individuals who are consuming as classification are using the object as a way to understand cultural and personal meanings (Holt, 1995).

Respond:

Discussion 2:

Hi Nancy,

I enjoyed reading your post.  Positioning is one of the most important visual acts of product placement within a retail or online platform for customers to see.  When images are placed in the market place, a customer can visualize himself or herself wearing a product or driving a vehicle in their mind which generally converts into their reality.  When a retailer/marketer creates a unique product that compliments a customer’s fantasy, the mental placement generally becomes overwhelming.  When this feeling transitions an individual’s fantasy into a visual and relatable physical object, the fantasy must become most people’s reality.  Most marketers know demographic information can serve as a social stimulus because it is easy to compile (Solomon, 1983).  Specific demographic data list is not publicly available to access.  Marketers know the trends and needs of the public through list tells the habits and weakness of individuals.  With these targeted list, it is hard for a customer to resist a marketing campaign targeted to their weakness.   An example of this would be an individual that is on a list for buying chocolate at CVS once a week.   When a marketer purchases a list of chocolate shoppers, and observes John Brown’s name on the list, John Brown does not stand a chance for resisting my chocolate adds being sent to him.   

Respond:

Discussion 3:

Nancy, good post. I own about 5 or 6 of Kylie's lip kits. I am not a big make up girl but I love her products. Holbrook and Hirschman (1982) state that consumers consume in order to chase fun, fantasies, and feelings. The authors also say that every product no matter how mundane it may be has a symbolic meaning to the consumer. At times, the meaning can be salient and rich. The authors use the example of leisure, entertainment, and arts saying these are good areas of research for consumption. Holbrook and Hirschman (1982) mention that individual and personality aspects of consumption have been a topic of research. Some of personality aspects that are of interest are sensation-seeking, type A vs. Type B personality, creativity, and religious and world view.

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Discussion 4:

Individuals generally define consumption as utility or the process through which goods and services are utilized by its final usage. When we closely examine consumption and its effects on economic activities, one must evaluate a plethora of resources and proceeds, which pass through the daily production of goods and services (Todd, 2010).  People consume and absorb goods and services for resources as well as enhancement for human survival while purchasing goods and economic activity.  Consumption is generally considered the sole purpose of all production and welfare for the attentive absorption of a product (Solomon, 1983).

     When we put into action the process of a live commodity transaction, we are really using its need for satisfying quality or utility. We brand types of consumption as direct or final consumption, because consumption can satisfy human wants directly and immediately. Consumption is considered the beginning as well as the end of all economic activity. Today, one can see trade offs between public infrastructure and private consumption.  

     If we were to look at brand products that involve mass consumption we must observe items like cell phones, bottles of spring water, and pay telephones (Thompson, et al., 1989). When looking at consumers drinking water, marketers take advantage of aggressive ad campaigns by subliminally allowing consumers to think if they consume a destination brand of water, they may live longer and have a healthier life (Yeoman, & McMahon-Beattie, 2011).

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Discussion 5:

Consumption is defined as an economic activity that evaluates resources used through the production of goods and services, which are then distributed to all people and groups for use (Status of consumption, n.d.).Collaborative consumption is the set of resources circulating the systems that enable consumers to obtain and provided valuable resources and/or services through a single mediator, which in this case would be the retailers, websites, or other entity. This can be viewed from two different perspectives, the social practice theory and the conscious and unconscious motivations of consumers (Ertz and Durif, 2017).

Types of consumption

There are several types of consumption that directly address individuals specific living styles and goals: self-realization through work, fairness, freedom, and ecological balance. Each different type of consumption relates back to what the consumer as a whole is feeling towards specific products and services being produced. This then leads to how much the consumer (s) will consume as a result of what they’re feeling.

How, when, and why individuals consume

Individuals are by nature, creature of habit, and when there is a “trend” occurring throughout the world, they are most likely to adhere and do what other people are doing or participating in. How do consumers actually For example, individuals are sectioned off into different working classes and what is deemed as “riches” to one working class would not be considered “riches” to another working class. People in poverty are more willing to settle for the certain items in life that are simply what they need as opposed to consumers who are willing to spend an enormous amounts of money of things that they don’t need. Consumers are set in a different frame of thinking, morals, and values. However, the only time these paths may cross is when the lower class and upper class have a similar  “trend” in sight such as an artist on tour, a favorite baseball team, an affordable well-known vehicle just placed out into the market, etc. This is why individuals will begin to consume more than they normally sought to.

Brand personalities and consumption

Brand personality is formed from the consumers psychological point of view of the brand as well as their congenital gene and their life experiences growing up. Brand personality scales are not one-dimensional, as seen in Aaker’s (1992) scale, but are useful to marketers in order to relate and connect with different cultures or individual and their backgrounds, which then create a much larger consumption rate by our consumers (Malar et al., 2011). When a company can relate to their consumer they are then able to connect with them on a different level than their competitors, which then allows them more opportunity to advertise directly the their consumer and make them feel as though they are important and their wants and needs are being heard specifically.

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Discussion 6:

Generally, when looking at market trends, one must consider the contribution voice activated technology plays in convincing people to purchase or research certain items in the market place.  When using voice -command technology one can observe its impact on marketing trends whether it is through robo calling, cell phone technology (Siri) or YouTube advertisement is significant in the market place today.  The emergence of mobile interaction helps influence the way people think when it comes to market trends like the new Apple products currently hitting the market place.  When considering the delivery platform that accompany these market trends one must consider tools like Apple Home Pod, Amazon, Echo, Cortana and Google Home and their marketing effect on new products.

On my personal computer, I have my voice command system turned on because I like to feel the constant interaction of another voice.  When looking at consumer research and an individuals experience when using technology like a Google Home or Apple Home Pod, one can observe how market trends influence individuals in the market place as well as the convenience these new tools (Thompson, et al., 1989).