1. Discuss which consumer behavior concept most closely relates to the effect that concerns, fears and worries of Dr. North and South could have on their consumption habits. Explain how and why.
Cognitive dissonance would determine whether someone would purchase a certain product or not. There is the attitude that one develops towards a certain product before buying it. Cognitive dissonance is closely related to the effect concerns, fears and worries would have on purchasing. This is because the three would shape the attitude of someone towards a particular product("Consumer+BehaviorBuying,+Having+-+Michael+R.+Solomon 12th.pdf", 2016).
(Stanley & Danko, 1996). In the end North would end up buying a cheaper car while South would prefer an expensive model.
2. In addition to the factors described in the book, what other factors might explain why doctors are UAWs.
Doctors generally lack the knowledge of managing business. Most of the learning by the doctors is centered on sciences. The place they would spend most of their time is in laboratories and hospitals. They would even have limited to time to sit down and be given financial advice. Knowledge and experience in the world of business is important for people who make investments. They therefore have the money but they lack the knowledge on how to use it fruitfully by investing.
The nature of the job of a doctor requires a sober mind all the time and it is necessary to have the lowest levels of stress. This is because the doctors deal with lives of people and any case would be important for them. Because of this, many of them would want to live a lifestyle of enjoyment. They would not want to think financial matters before making any expenditure. They lead such kind of lives thinking it is what would help them be more comfortable.
History has acted to shape the doctors into being UAW's. Doctors have over time not been known for any business ventures. They are people who give maximum dedication to their job. If there is any advancement, they have to do it in their field of work. Knowing this, most of the doctors are not bothered with making investments. They therefore are only consumers.
Some doctors are UAW's because they want to compensate for the good things they sacrificed while others enjoyed. Doctors would take a lot of time studying and doing researches before they get employed. At this time many people who schooled with them would be employed and have time to enjoy their life. When it comes to their work, they have more time dedicated to their work and have minimal time for leisure. This gives many of them the urge to compensate on these things. They use every chance they get to maximize on leisurely activities and luxuries.
3. Compare and contrast the North's and South's car shopping methods to the consumer decision making process (How do the North's and South's car shopping methods compare to the consumer decision making process?).
South's car shopping method is clearly in line with the consumer decision making process. He has his needs in terms of the car and it accessories. He is more concerned with the high models and goes in search for information on the sources. His method takes quite a long period of time from the time he allocates to each stage (Stanley & Danko, 1996).. He gives concentration on the many alternatives he has and he does not easily narrow down to certain sources. He takes with him a lot of alternatives to make sure he comes out with the best. However, when it comes to the post purchase, he seems not to misunderstand the value the car would have for them. He follows every step just as in the consumer decision making process.
North's has fewer stages. The time allocated at every stage is minimal as he is not much interested in getting the best. In fact his evaluation of the existing alternatives is not meant to get the best out of the many but majorly to cut on the costs. He does not take a lot of time evaluating alternatives on his own but goes and gets advice from a dealer. His decision is therefore shaped on the advice he receives (Stanley & Danko, 1996).. Post purchase evaluation is key to north. This is why he is loyal to a certain type of cars. He does not have alternatives for a car. He considers how his first Mercedes served him and uses it as basis to continue using the brand.
4. list four theories or concepts that might explain why non-millionaires drive vehicles that are expected of real millionaires
Theory of cognitive dissonance- this is the reason why non-millionaires are willing to spend huge amounts on expensive cars. First, there is that dissonance where it seems like wasting money. However, they find a way to take away this dissonance by elevating the attractiveness of the expensive cars. They consider the features of the cars and compare to other cheap cars. By doing this, they decide to go for expensive cars of real millionaires (consumer, 268).
Self-perception theory- this is the reason why the non-millionaires would always opt for expensive cars and not change to cheaper cars. In this theory, the consumer looks at their behavior and uses it to make decisions. They look at how they are used driving high class cars and find that they are used to it. They would therefore at any time go for the cars that are meant for the real millionaires (consumer, 269).
Social judgment theory- this is the reason why non-millionaires go for cars meant for millionaires and would reject cheaper cars. They form latitudes of acceptance and rejection. In this case, the non-millionaires would only prefer new expensive models and reject anything less than that (consumer, 270).
Balance theory- this is the reason as to why the non-millionaires like driving positively valued cars. The non-millionaires want to form a unit relation with the people in their profession. The aim is to eliminate inconsistencies so that they can improve their attitude. For example, a lawyer would want to drive highly rated cars to be in the same unit as the colleagues. Not doing so would tend to create a negative attitude for them (consumer, 270).
Theory of trying- this is the reason why non-millionaires cannot change their consumption behavior even if they would like to do it. The environment plays a major role in shaping their decisions to buy expensive cars. They could wish to buy cheaper cars but their friends and the people around would perceive it negatively. They are forced to buy cars of real millionaires because that is what people around expect of them (consumer, 280).
Conclusion
The non-millionaires drive expensive cars because of different reasons. For some, it is a consumption behavior they have put up for themselves. In other cases, it is because of the external forces around them. However, it is possible that some would want to change but still find it difficult. This is because of the environment that does not allow them to so.
expected of real millionaires
Theory of cognitive dissonance- this is the reason why non-millionaires are willing to spend huge amounts on expensive cars. First, there is that dissonance where it seems like wasting money. However, they find a way to take away this dissonance by elevating the attractiveness of the expensive cars. They consider the features of the cars and compare to other cheap cars. By doing this, they decide to go for expensive cars of real millionaires (consumer, 268).
Self-perception theory- this is the reason why the non-millionaires would always opt for expensive cars and not change to cheaper cars. In this theory, the consumer looks at their behavior and uses it to make decisions. They look at how they are used driving high class cars and find that they are used to it. They would therefore at any time go for the cars that are meant for the real millionaires (consumer, 269).
Social judgment theory- this is the reason why non-millionaires go for cars meant for millionaires and would reject cheaper cars. They form latitudes of acceptance and rejection. In this case, the non-millionaires would only prefer new expensive models and reject anything less than that (consumer, 270).
Balance theory- this is the reason as to why the non-millionaires like driving positively valued cars. The non-millionaires want to form a unit relation with the people in their profession. The aim is to eliminate inconsistencies so that they can improve their attitude. For example, a lawyer would want to drive highly rated cars to be in the same unit as the colleagues. Not doing so would tend to create a negative attitude for them (consumer, 270).
Theory of trying- this is the reason why non-millionaires cannot change their consumption behavior even if they would like to do it. The environment plays a major role in shaping their decisions to buy expensive cars. They could wish to buy cheaper cars but their friends and the people around would perceive it negatively. They are forced to buy cars of real millionaires because that is what people around expect of them (consumer, 280).
Conclusion
The non-millionaires drive expensive cars because of different reasons. For some, it is a consumption behavior they have put up for themselves. In other cases, it is because of the external forces around them. However, it is possible that some would want to change but still find it difficult. This is because of the environment that does not allow them to so.