Consumer Decision-making Process Research Articles

Study on Impact of Neuroeconomics Tactics used by Streaming Services Companies (Eg. Netflix, Spotify) on Genz's Purchase Intentions in Ahmedabad City

This paper reflects on how the neuroeconomics strategies employed by streaming companies, like Netflix and Spotify, affect Generation Z's purchasing intentions in Ahmedabad City. Neuroeconomics endeavors to be an integrative science that explains how neuroscience and psychology will intervene in or complement economics to develop knowledge about understanding consumer decision-making processes and those factors that influence buying behavior. Having established such neuroeconomic theories, streaming service companies then hunt them under the guise of optimized user experience with visual and auditory stimuli and tailored recommendations to keep the user interested and waiting for another subscription or purchase. The effects of such strategies are pretty important to understand for the Gen Z audience - a bunch of kids known for their tech-savvy nature and instant gratification. This paper investigates how streaming applications make use of cognitive biases arising from loss aversion to dopamine-driven reward systems and social proof influencing the buying behavior of young consumers. A mixed method approach was used on a representative sample of Gen Z youths by surveys and interviews in Ahmedabad to collect the data. Overall, the findings from this study are expected to be very informative on how neuroeconomic strategies will or will not impact the consumption behavior of Gen Z in the streaming industry. This would be followed by actionable recommendations for companies about how they can maximize their marketing efforts to resonate more effectively with this emergent market going forward. As neuroeconomics and consumer behavior begin to intermix, streaming services stand to increase users' engagement, amplify sales, and cultivate long-term customer loyalty with Gen Z among urban India.

The Influence of Social Media Marketing Features on Consumers’ Purchasing Decisions of Tourism Products

The prevalence of social media usage in Malaysia is apparent, as a substantial 78.5% of the population actively participates in online platforms. This provides the groundwork for an extensive analysis of the influence that social media marketing has on the decision-making process of consumers in the digital domain. This research focuses on analyzing the influence of four specific aspects of social media marketing on consumers' purchasing decisions for tourism products. Interactivity, informativeness, entertainment value and perceived relevance are the elements that must be taken into account. The data was gathered from a diverse group of individuals who have extensive experience with social media. This was done through a thorough and structured online survey. The survey was completed by 142 participants in total and the data was analyzed using SPSS. The findings indicate that factors such as interactivity, informativeness and perceived relevance play a significant role in influencing consumers' purchase decisions. However, it was discovered that the impact of entertainment on purchase decisions is not significant. The findings of this study make an important contribution toward filling the gap in exploring how the tourism industry maximizes social media marketing features as digital marketing in knowing consumers’ purchasing decisions. This study has shed some light on how marketers effectively manage and take advantage of social media platforms such as Instagram, Twitter, Facebook and Tik-Tok. Further research comparing with bigger data and other countries or regions will enrich the research findings.

NEURO-LINGUISTIC PROGRAMMING ELEMENTS IN ADVERTISING: CRAFTING PERSUASIVE DISCOURSE

This study explores the application of Neuro-Linguistic Programming (NLP) principles inadvertising, focusing on how these elements enhance persuasive discourse. NLP is a psychological approach that examines the interplay between language, behavior, and thought patterns, providing valuable insights into consumer decision-making processes. The research aims to identify specific NLP techniques—such as anchoring, reframing, and the use of sensory language—and analyze their effectiveness in creating compelling advertising messages that resonate with target audiences. Through a mixed-methods approach, this study evaluates a selection of advertising campaigns that successfully employ NLP strategies. Qualitative analysis of consumer responses and quantitative assessments of campaign performance metrics reveal a significant correlation between the useof NLP elements and improved consumer engagement and conversion rates. The findings suggest that advertisements incorporating NLP techniques can effectively influence perceptions, emotions, and behaviors, ultimately leading to higher brand loyalty and sales. This research contributes to the understanding of how language and psychological frameworks can be strategically utilized in marketing to enhance persuasive communication. It highlights the need for advertisers to adopt NLP principles to craft messagesthat not only capture attention but also drive meaningful consumer interactions. The implications of these findings underscore the importance of integrating psychological insights into advertising practices, paving the way for future studies in the intersection of psychology and marketing.

Navigating the green beauty boom: Unveiling the influence of social media on consumer behavior in the organic cosmetics industry

It has been evident in the recent years that the natural and organic segment particularly in the beauty industry is steadily growing with people’s awareness of the health effects of using natural products. Today, social networks are the main driving force affecting consumer attitude and their behavior concerning this sector. This paper will seek to evaluate the utility of social media and the purchase pattern in the organic cosmetics sector. The ‘literature review outlines several that have led to what is commonly referred to as the ‘green beauty boom’ The theoretical framework entails theories from the marketing channel that regards consumer behavior within the social media and eWOM contexts. The research designed consisted of a written self- administered survey and face- to face interviews with fifteen consumers of organic beauty products within the age range of 18-35 years whereby data was gathered and analyzed qualitatively by the use of thematic analysis. Stylized facts also establish how the content on social media platforms and reviews influence distinct stages in the consumer decision process of organic cosmetics. Of all the mentioned evaluative resources, those commonly used by consumers include resources accessed from social media sites. Moreover, as to the communities of people, who are interested in organic lifestyles or natural products influencing the degree of positive attitudes in the usage of natural ingredients and environmental sources. Consequently, the author discusses the subsequent marketing implications for the brands based on the paper and provides ideas for the subsequent brand development, the opportunities, and the possible ethical issues that should be considered by brands in the context of this area. From this study further research can be made to contribute to the mass pool of data that helps in understanding new media that constitutes consumer culture today.

CROSS-CULTURAL DYNAMICS IN INDIA: A STUDY OF PUNJAB AND RAJASTHAN

The cross-cultural distinctions between the two unique areas of Punjab and Rajasthan are examined in this study, with an emphasis on the ways in which these differences affect consumer decision-making processes and more general socioeconomic behaviours. Punjab's rural, community-focused culture stands in stark contrast to Rajasthan's opulent, royal customs. The goal of the study is to pinpoint the cultural cues that influence consumer behaviour. The study looks into how cultural values influence consumer behaviours, purchasing behaviour, and preferences. The comparative research sheds light on the many frameworks for decision-making that are in use in these culturally different areas. With the goal of helping entrepreneurs, marketers, and politicians better interact with regional markets, this study advances our understanding of India's cultural variety. This research reveals the intricacies of cross-cultural relations in Northern India, providing essential perspectives on the evolving interaction between tradition and modernity in consumer behaviour.

‘Leveraging on CSR as a tool of brand communication based on consumer’s perception with extrapolation from a novel 3-factor model

This study is to establish that consumers’ perceptions can trigger value creation from commitment, and pursuit of CSR by an organization can bring leverage and advantage by adopting the same as a brand, when fused to lifestyle and culture, while an extrapolation has been made from a novel 3-factor model of consumer responses as presented and newly introduced and adapted (draft study, Adewole 2023). Consumer decision-making process reflects the “black box models from cognitions, cognitive pathway, some intrinsically inner hidden pictures, and rational choices”; strategically, a smart and well-communicated brand can impact financial performance, thus emphasizing the significance of the brand from the consumer side. It can be inferred that culture and traditional behavior play significant roles in brand perception, which can generate and create other leads, such as preferences, intentions, and repeats, considering the complexes, unpredictable trends, or patterns associated with consumers’ expressions and behavior in the context of a black box, rational and complex mixes, even justified and vividly affirmed by the result of the ‘hypothesis testing and verification of the composite attributes and evident from the ‘ANOVA and multiple comparison, which gave a p-value exceeding (>0.05).

Consumer Intention to Purchase Organic Ice Cream: How Health Awareness and Product Knowledge Support SDG 3 on Good Health and Well-Being

Objective: The study aims to examine the factors influencing consumer purchase intention towards organic ice cream in Indonesia. Adopting organic food products aligns with SDG 3, which promotes a healthy lifestyle. Theoretical Framework: This study employs the Theory of Planned Behavior (TPB) framework as the foundation for model development. The TPB model is expanded with additional variables: health awareness and product knowledge. Method: This type of research is quantitative research with a sample of 262 respondents. The sampling technique in this study used purposive sampling, and the data collection method used a survey. To test the data collected with Structural Equation Model (SEM) Partial Least Square (PLS). Results and Discussion: Consumers with high knowledge about the health benefits of organic ice cream tend to have a higher intention to purchase it. Product knowledge has a positive and significant indirect impact on the intention to buy organic ice cream through its influence on attitude. Research Implications: Our research highlights the knowledge gap regarding organic ice cream, in developing countries such as Indonesia. By extending the TPB model, we provide a more nuanced understanding of consumer decision-making processes. Originality/Value: Theoretically, this study addresses a gap in the existing literature by examining the mediating role of attitudes in predicting the intention to purchase organic ice cream. In practice, marketers need to increase organic food advertising and conduct consumer education to help them recognize organic products and their good health effects.

Analyzing the consumer journey for hiking of the John Muir Trail

Most research on the consumer journey has focused on product purchases. This research, however, examines the consumer journey for experiences – in this case a long-distance hike. Two studies examine how people become aware of, learn more about, prepare for, evaluate, and reflect on a 200-mile hike on the John Muir Trail in California. The first study interviewed hikers while on the trail. The second study analyzed online discussion groups dedicated to the trail. These studies reveal that the idea of a long-distance hike often arises from a mention by others where people add the idea to a mental “bucket list”. For those with whom the idea resonates, they may quickly decide to hike the trail, though their motivation may not always be clear, and the trip may not occur for quite some time. Getting a permit is frequently a barrier, but online communities often offer advice. Preparation for the hike is typically a high-involvement process that involves purchasing equipment and physical training. The hike itself is a paradox of aesthetic appreciation in the face of physical struggle. Importantly, many hikers later report the journey as an important experience and serve as evangelists for other hikers. The two studies corroborate certain notions about the consumer decision process while calling others into question. For instance, they validate the significance of word-of-mouth recommendations from individuals with similar backgrounds, which plays a pivotal role in raising awareness. Simultaneously, they challenge conventional thinking by demonstrating that the decision-making process is influenced not solely by rational factors but also by emotional elements. Finally, these findings underscore the importance of employing multiple research methods to comprehensively grasp the intricate aspects of the consumer journey, especially the consumption of experiences.

Electronic Word of Mouth and Its Effects on Consumer Decision-Making: Insights from an Extensive Literature Review

This comprehensive literature review critically examines the pervasive influence of Electronic Word of Mouth (E-WoM) on consumer decision-making. Distilling insights from over a hundred scholarly articles spanning the last decade, this paper aims to map out how E-WoM impacts purchasing behaviors across diverse sectors. Methodologically, the review adopts a systematic approach to identify, analyze, and synthesize existing research, providing a robust evaluation of E-WoM's effects through both quantitative and qualitative lenses. Findings indicate that E-WoM significantly shapes consumer perceptions and buying decisions, moderated by source credibility, message sentiment, and consumer involvement. The study's major contributions include a proposed integrative model that links E-WoM dynamics with consumer decision-making processes, offering a nuanced understanding of the mechanisms at play. This model clarifies the pathways through which E-WoM exerts its influence and highlights the role of digital platforms in amplifying consumer voices. Furthermore, the paper identifies critical gaps in current research, particularly in the areas of cross-cultural variations and the influence of emerging technologies. By bridging these gaps, this review serves as a foundational resource for academics and practitioners alike, guiding future research trajectories and informing strategic marketing practices in the digital era.

THE INFLUENCE OF LIFESTYLE, BRAND IMAGE, AND BRAND EQUITY ON EIGER PURCHASING DECISIONS (CASE STUDY ON EIGER CONSUMERS IN MADIUN)

General Background: The decision-making process of consumers is influenced by various factors, including lifestyle, brand image, and brand equity. Specific Background: For Eiger, a well-known outdoor equipment brand, understanding these influences is crucial, particularly in the context of its consumer base in Madiun. Knowledge Gap: Despite the significance of these factors, limited research has been conducted on their specific impacts on purchasing decisions in the Eiger brand context, especially in Madiun. Aims: This study aims to analyze the influence of lifestyle, brand image, and brand equity on the purchasing decisions of Eiger consumers in Madiun, employing a quantitative approach. Results: The study reveals that lifestyle has a negative and significant impact on purchasing decisions, brand image does not significantly affect purchasing decisions, and brand equity has a positive and significant influence on purchasing decisions. Novelty: These findings provide new insights into the varying impacts of these factors within the Eiger brand, particularly the unexpected negative influence of lifestyle on purchasing decisions, which contrasts with conventional expectations. Implications: The results suggest that Eiger should re-evaluate its marketing strategies in Madiun, particularly by focusing on enhancing brand equity while reconsidering how lifestyle factors are addressed in their promotional efforts. This research contributes to a deeper understanding of consumer behavior in niche markets and offers practical implications for brand management and marketing strategy formulation.

ROLE OF NEUROMARKETING IN UNDERSTANDING CONSUMER BEHAVIOR: A LITERATURE OVERVIEW

Neuromarketing has been widely used to measure consumer behavior through several stimulation, including logo colors of a brand. Neuromarketing is applied using electroencephalography (EEG) signal analysis to the human brain's respons. This article explores the emerging field of neuromarketing and its potential impact on consumer buying behaviour. Neuromarketing combines neuroscience, psychology, and marketing to better understand consumer decision-making processes. The article discusses the various techniques used in neuromarketing research, including functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking, and the insights they provide into the subconscious factors that influence consumer behaviour. The article also discusses the ethical concerns surrounding neuromarketing, particularly regarding the manipulation of consumer behaviour. Overall, the article suggests that neuromarketing has the potential to revolutionize the way marketers understand and influence consumer behaviour. Neuromarketing has the potential to revolutionize the way businesses understand and engage with consumers. By providing insights into the emotional and psychological factors that influence purchasing decisions, businesses can create more effective marketing campaigns that resonate with consumers on a deeper level. However, it is essential to balance these benefits with ethical considerations and ensure that consumers' privacy is protected.

Exploring consumers’ competence, autonomy and relatedness needs in the adoption of facial recognition payment technology

Facial Recognition Payment Technology (FRPT) is an emergent innovative biometric payment system that may involve more complexed consumer decision-making process due to its reliance on using consumers' images and financial information. Earlier research on FRPT adoption has overlooked drivers and barriers of ‘trial’, which logically precedes ‘adoption’. For retailers, there is also an unclear understanding about the evolution of consumers' needs before trialling a new and potentially risky technology. Drawing on the Basic Psychological Needs Theory (BPNT), this current study takes an exploratory approach and uncovers factors that lead to consumers' ‘needs satisfaction’ or ‘frustration’ for autonomy, competence, and relatedness across early stages of the innovation-decision process. Study 1 offers an extensive systematic literature review, then Study 2 adopts an exploratory approach by conducting (n = 21) in-depth interviews. A conceptual framework is offered that defines the meaning of each fundamental human need of BPNT in each stage – including knowledge, persuasion and trial, of the technology adoption process, and underlines the factors drive these needs positively or negatively. The developed framework has important implications for retailers and countries who aim to introduce FRPT or similar new technologies in their market.

THE EFFECT OF SELF-CONGRUITY AND BRAND CREDIBILITY ON PURCHASE DECISIONS WITH PURCHASE INTENTION AS A MEDIATING VARIABLE:

Purchasing decisions are individual activities directly involved in making decisions to make purchases of products offered by sellers. Purchase intention is an essential factor in the consumer decision-making process. In order for consumers to have interest in making purchases, strong branding is needed from the company. A strong brand can be obtained from the brand credibility that can be trusted, as well as information regarding the product position in a brand. Apart from a strong brand, companies nowadays also strive to create strong relational bonds with their consumers. This strong relational bond creates self-congruity as consumers decide to purchase and consume goods and services with an image that matches consumers' self-image. This research aims to examine the effect of brand credibility and self-congruity on purchase decisions for Apple MacBook Pro consumers in Surabaya through purchase intention as a mediating variable. This is a quantitative research with a survey method by distributing questionnaires to 150 respondents in Surabaya with a minimum age of 17 years, who were selected through purposive sampling technique. The data collected was analyzed with the Structural Equation Model (SEM). The findings of this research indicate that brand credibility and self-congruity directly influence the purchase intention of MacBook Pro users in Surabaya. Brand credibility and self-congruity were also found to directly influence purchase decision and indirectly through purchase intention of Apple MacBook Pro users in Surabaya.

A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BUYING BEHAVIOUR OF CUSTOMERS

In today's marketing landscape, celebrities play a crucial role in advertising, leveraging their credibility and allure to enhance the effectiveness of campaigns. Marketers strategically utilize celebrities from various fields to capture consumer attention and influence purchasing decisions, particularly in regions like India where celebrity adoration is profound. This study delves into the transformative impact of celebrity endorsements on consumer purchasing patterns and brand perception, examining the intricate interplay between celebrity influence and consumer decision-making processes. Concurrently, the consumer buying decision process is explored, highlighting the stages individuals undergo when considering a purchase from identifying a need to post-purchase evaluation. Understanding these processes sheds light on how celebrities and consumer behaviours intersect, shaping marketing strategies and brand outcomes.

EXPLORING THE ROLE OF NEUROMARKETING IN CONSUMER DECISION-MAKING

This research delves into the emerging field of neuromarketing, examining its role in understanding consumer decision-making processes. Neuromarketing integrates neuroscience principles with marketing strategies to uncover the subconscious factors that influence consumer behavior. Through techniques such as brain imaging technologies, biometric measurements, and implicit association tests, marketers can gain insights into the emotional and cognitive processes that drive purchasing decisions. This study highlights the significance of emotional engagement, memory recall, and decision fatigue in shaping consumer choices. By exploring how emotional connections enhance brand loyalty and the role of memory in brand preference, the research underscores the importance of crafting effective marketing campaigns that resonate with consumers on a deeper level. The findings address the challenges posed by decision fatigue in today’s complex marketplace, emphasizing the need for simplified choices to facilitate consumer decision-making. This research aims to provide a comprehensive understanding of how neuromarketing can inform marketing strategies, fostering more meaningful connections between brands and consumers while promoting ethical considerations in the application of neuroscience in marketing practices.

Direct Social Media Marketing Impact on Consumer Decision-Making Process in the Karachi Marketplace: Implications for Sustainable Development Goals (SDGs)

Direct Social Media Marketing Impact on Consumer Decision-Making Process in the Karachi Marketplace: Implications for Sustainable Development Goals (SDGs)

Live streaming product display or social interaction: How do they influence consumer intention and behavior? A heuristic-systematic perspective

The live streaming e-commerce industry is developing rapidly, significantly influencing consumer decision-making processes. Unlike previous studies focusing solely on singular outcomes, this research concurrently examines impulse buying and repurchase intentions. It constructs a theoretical model based on the heuristic-systematic model to validate the effectiveness of two types of marketing signals (product-related signals and interactive signals) in live streaming. Additionally, this study introduces the uniqueness of streamers, products, and performance as moderating variables, aiming to elucidate the mechanisms through which different marketing signals in live streaming affect consumer cognition, impulse buying, and repurchase intentions. Through the collection and analysis of 468 survey responses, this research reveals that viewer-streamer interactive signals and viewer-viewer interactive signals positively impact the narrowing of psychological distance. Simultaneously, product-related signals positively influence the enhancing of consumer perceived value. Furthermore, three interesting moderating effects are identified. By integrating signal theory and the heuristic-systematic model, this study provides a clear depiction of the pathway through which consumers process marketing signals in live streaming, offering theoretical support and practical insights for streamers, platforms, and businesses.

Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

This study performs a comprehensive bibliometric (performance analysis) and thematic content analysis of global research in "neuromarketing or consumer neuroscience" and "functional magnetic resonance imaging or fMRI." Utilizing the PRISMA framework and R package software, we analyzed thirty-six Scopus-indexed articles. The USA and California Institute of Technology emerged as leading contributors, with Rangel, A., and Reimann, M., as notable authors. Prominent themes include 'advertising,' 'product,' 'price,' and 'brand', with the “Journal of Consumer Psychology” and “Journal of Neuroscience” being key publications. The most cited article is "Marketing actions can modulate neural representations of experienced pleasantness," with 620 citations. In addition, fMRI has been used to study consumer behavior (impulsiveness, reward, emotion, decision-making, and memory) toward marketing stimuli such as price (WTP), advertising (celebrity endorsement, MSV), product (packaging design), and brand (Halal logo, label, and personality). This study provides an invaluable literature review matrix and detailed insights into the current trends in global neuromarketing research utilizing fMRI. This study highlights the significant impact of fMRI in both academic and commercial realms, offering new insights for targeted marketing and consumer behavior research. It provides valuable guidance for developing more effective advertising strategies, understanding consumer decision-making processes, enhancing business performance, and collaborating academically.

The Influence of Social Media on the Consumer Decision-Making Process and Preferences in the Digital Era

The Influence of Social Media on the Consumer Decision-Making Process and Preferences in the Digital Era

The influence of regulatory focus and evaluation mode on consumers’ decision making

ABSTRACT This research investigates the impact of individuals’ regulatory orientation on their responsiveness to context effects arising from different evaluation modes. Drawing on the theoretical framework of regulatory focus, we conducted three experiments to explore these dynamics. The findings reveal that individuals primed with promotion focus display a higher likelihood of choosing an option when presented with a separate evaluation than those with prevention focus. Conversely, in joint evaluation mode, the pattern reverses. Specifically, activating promotion orientation renders individuals more susceptible to an attractive yet risky (extreme) option. Conversely, when a prevention orientation is activated, individuals tend to avoid extreme options and gravitate toward a low-risk, low-return option or even abstain from making a choice altogether. Joint evaluation mode effectively facilitates promotion-focused individuals in selecting an attractive but extreme option, whereas it prompts prevention-focused individuals to opt for a compromise option. These findings provide valuable insights into the intricate interplay between regulatory orientation and evaluation mode in shaping consumer decision-making processes.