A lot of people consider buying a car. That is because they believe it is a necessity. Perhaps that is due to the long distance drive people have to do every time they go to work and run some errands. However, purchasing a car is a significant investment, and it is not an easy decision for everyone. That is primarily those who can’t seem to afford. But that is not all; there are so many factors involved in the decision-making such as desire, financial means, behavioral approach, environmental impacts, and even other people’s approval. That is where a psychologist tries to explain this behavior specifically on these individuals who are purchasing a car.
People often want to make a statement about their personality every time they attempt to purchase a car. That explains why all consumers are different and don’t share the same preference when it comes to buying. Their actions get defined by a dynamic interaction from the effects of their behavior and cognitive aspects. It also represents their approach in the exchange aspects of their lives, the involvement of cognition and affection, as well as influence from the environmental event.
Behavior, Affect And Cognition
In terms of understanding consumer behavior, it is essential to understand affection and cognition. That is because it refers to the internal and psychological reactions that people may have concerning their response to objects they encounter and experience from the external environment. Meaning, it relates to consumer’s emotions and thoughts. These two factors are the standard point that will decide whether a consumer should purchase or not. However, there are cases that even if a consumer already recognizes his emotions and thoughts, his behavior still wins the situation. That although the person knows he can’t afford to buy or don’t entirely feel the need of purchasing, he buys the car anyways.
Environment (Social And Physical Characteristic)
The environment takes a significant factor that explains why a consumer should or should not purchase a car. It refers to the social and physical characteristic of a person dealing with the surrounding things. It goes in both macro and micro levels of a consumer’s external world. One of the most notable examples is the inconvenience of distance. With that particular state, a consumer would feel the necessity of having a vehicle. There is this fulfilling sense that guarantees convenience at all times. Another case is social approval. It is where an individual finds himself liking what other people mostly like. That is, regardless of affordability and consistency. Next is peer pressure. There is this mentality that since everyone in a person’s circle owns a car; there is a need to have one too. Peer pressure significantly affects a person’s way of thinking by slowly trying to incorporate negative life perspectives.
Beyond the more theoretical arguments, research has shown implicit attitudes have been more closely associated with green behavior than explicit attitudes. — Ian Zimmerman Ph.D.
Consumer Behavior Model
Convenience Recognition Behavior – It is where the consumer realizes that owning a car is a necessity for daily use. That is, regardless of the distance people have to take every day. Meaning, there are times that even if an individual only needs to walk a couple of miles, he will choose to use a vehicle.
Information Search Behavior – It is a type of consumer behavior model that focuses on source finding. It is where a consumer attempts to complete information about a particular car he wants to purchase. It supports the estimates of an individual’s need that will determine as to whether an automobile fits in his preference.
Evaluation Of Alternatives – It is a consumer behavior model that is more likely common in most people. It supports the process of comparing several other automobile types in regards to their respective prices and equipment. Usually, it does not entirely need to follow a preference. Instead, the consumer focuses on the totality of the whole purchasing process, such as convenience, affordability, quality, and warranty.
Because personality traits and consumer behaviors can be measured accurately, understanding the relationships between the traits and behaviors allows a researcher to understand the motivations without having to ask people for this information. We believe that when a trait is correlated with a consumer behavior, it can be inferred that whatever motivation this trait is connected to is the motivation for that behavior. — Ryan T. Howell Ph.D.
Product Choice – A consumer chooses a car due to its value for money. Meaning, it will not matter to the individual if the car is almost on its warranty or put on sale. It will not also matter even if it is a second-hand item as long as it is still functioning. It will always become a perfect product choice based on consumer monetary preference.
Outcome/Post Purchase – It is a consumer behavior that does not necessarily need to consider anything. It is emotion-based decision-making where when a consumer feels happy about the purchase; he will feel satisfied throughout using it.
Honestly, anyone can purchase a car, depending on their needs and preferences. However, it is vital to know the different consumer behavior types so people can understand where their decision-making process comes from.