Science of Consumer Behavior Paper

Running head: SCIENCE OF CONSUMER BEHAVIOR
1
Science of Consumer Behavior Paper
Student’s Name
Professor’s Name
Affiliation
Date
Word Count: 1836

SCIENCE OF CONSUMER BEHAVIOR 2
Table of Content
Science of Consumer Behavior.......................................................................................................3
Introduction..................................................................................................................................3
Big Five Personality Traits Theory..............................................................................................3
Demographics Transition (DT)....................................................................................................6
Recommendations........................................................................................................................8
Conclusion...................................................................................................................................8
References....................................................................................................................................9

SCIENCE OF CONSUMER BEHAVIOR 3
Science of Consumer Behavior
Introduction
The science of consumer behavior deals with assessment of factors, norms, and beliefs
that influence consumers’ decision-making process. The decision making process is subdivided
into three categories perception, intuition, and reasoning. The behavior of consumers is
considered to follow given metrics that can be studied for the betterment of marketing strategies,
and consumer targeting campaigns. For instance personality theories can be evaluated to assess
how consumers are likely to behavior based on their individual preferences and disposition.
Moreover, demographic theories are important in the assessment of how people are willing to
spend their funds based on age, sex, and race-based preferences (Mulyanegara, Tsarenko, &
Anderson, 2009). This information will be used to make inference on how the three participants
are likely to make their decision on which laptop to produce.
Big Five Personality Traits Theory
According to the American Psychological Association, personality is defined as the
combination of distinct individual qualities, behavior, and thinking patterns that differentiate
people. From the questionnaires submitted by the three individual it is clear that they all have
distinct personality based on their individual responses to question 1,2,3, and 13. The Study of
personality is normally centered on two areas. The first area focuses on the discerning of the
individual differences in given personality characteristics; for instance, irritability and
sociability. The other area examines the connection between various qualities and their influence
on the person as a whole (Sharma, 2012).