... look into the eyes of consumers, they can analyse variables such as personality, values, and psychographics to predict the effects of individual variables on purchase and consumption. Understanding of their impact is essential, as marketing mix strategies can be developed to appeal to the preferences of the target consumer. When marketing communication is successful, a person feels the communicator understands him or her and respects his or her individuality. Below is a diagram summarising the most significant psychological factors which have shown to successively influence consumer decision-making. (website:file:///C:/WINDOWS/Local%20Settings/Temporary%20internet%20Files/content.LES/ HIMBIVEC/288,10Perception) Subsequently I would like to analyse the importance of two particular psychological influences on consumer behaviour for the success of marketing managers; learning and memory, and personality. "Many marketers realise that long-standing, learned connections between products and memories are a potent way to build and keep brand loyalty" (Solomon 2002:71). Behavioural learning principles apply to many consumer phenomena, ranging from the creation of ...

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