The decision – making process for purchasing goods and services is a complex psychological and social operation, comprised of multiple factors that shape consumer buying behavior towards a specific product or service. iPhone 6 is a high-tech product, offering consumers not only the latest technology in terms of smart phone, but also a special experience, influencing their social status and inter-human relationships. Besides the psychological factors that influence consumers’ purchasing decisions, there are also cultural, technological or social factors that contribute to shaping an attitude or perception regarding iPhone 6 product.
Advertisers appeal to consumers’ subconscious personality, driven by animal instincts, in order to instill certain needs, translated into a motivation of purchasing specific products or services for satisfying the inner needs (Lantos, 2011). This marketing strategy is based on Sigmund Freud’s psychodynamic theory that reduces individuals to animal instincts that guide their needs and motivations (Lantos, 2011). Motives affect consumers purchasing decisions regarding iPhone 6, as this product respond to individuals’ needs of being in trend with the newest technology, of being appreciated for something they possess, identifying themselves with this product. Once these needs are identified or inculcated in consumers’ perception through advertising techniques that appeal to their hidden desires (of being admired, esteemed or loved for what they possess), their consumers’ motivation is activated.
Advertising is both a marketing and psychological strategy meant to influence perceptions regarding not certain products or services, but specific brands. Through constant repetition of messages meant to induce a connection between the consumers’ inner needs and their personalities, the advertisers are creating perceptions (Reisinger & Dimanche, 2012). The individuals form perceptions based on the constant interaction with a brand in various contexts, which end up in influencing their purchasing decisions. For iPhone 6, the constant communication and promotion of the product on electronic banners, in magazines, outdoor panels, brick and mortar telephone companies, TV or radio commercials, etc. contribute to forming consumer perception, generating the thought that this specific brand will answer their inner needs.
Further on, attitudes represent another internal, psychological factor that influences the consumer purchasing decision. The qualities of the product, such as the design, the comprised features, the price, the promised social status, or the risk factor of not being what the consumers need represent inner attitudes regarding a specific product or service. In addition, others’ attitudes, such as one’s family or friends’ attitude regarding a product or service also greatly influences the buyer’s purchasing decision (Reisinger & Dimanche, 2012). Regarding iPhone 6, not solely the friends or family can influence the consumers’ buying decision, but also the online recommendations, feedbacks or testimonials regarding this product, shared by various personally known or unknown users, who might act as online influencers, shaping consumer attitudes. The direct word of mouth or the virtual word of mouth are both highly likely of forming attitudes regarding iPhone 6, influencing the consumer buying decision. The direct or virtual influencers form the reference group, which represent groups to which the individual (consumer) belongs to, aspire to belong or dissociates from (Reisinger & Dimanche, 2012). Whatever the members of the groups to which individuals (consumers) belong or towards which they aspire to belong, promote as a necessity or a must – have item, shapes a positive consumer attitude towards the product or service in question. On the other hand, whatever the members of the dissociative group consider as a necessity or a must have, are ignored or repulsed by the consumer. If the groups to which one belongs or aspire to belong praise iPhone 6, this will positively influence the buying of this product. If the groups from which one dissociates present a negative promotion of iPhone 6, this attitude might be ignored or might strengthen the consumer’s decision on purchasing the product.
Moreover, the psychological factors include the social class attribute, which might influence the consumers’ buying decision. The social class defines the socioeconomic status, reflecting one’s social prestige in his or her class system, which is achieved formally or informally (Lantos, 2011). While the formal social class is associated with specific demographic traits that stratifies the society in various groups, according to their economic status, the informal social class is one towards which one aspires or reached by his or her absorption of specific social symbols that enable an upward social class mobility (Lantos, 2011). Such social symbols that assure an upward social class mobility can be mirrored by one’s choices regarding the purchased products or services. Because of its end market positioning (reflected primarily by its high price), iPhone 6 is a social symbol that promises a social class upward. Clients who choose to purchase this specific product over others might do so because iPhone 6 is associated to the high social class, exerting an equivalent social status and prestige for the user.
The social status is an internal, psychological, but also an external, social factor that influences the consumer’s buying decision. The product that one chooses to purchase reflects his or her taste and preference, besides the economic potential. In this way, the product or service that one chooses to buy denotes that he or she positions himself or herself in a specific social group, dissociating from others (Reisinger & Dimanche, 2012). When choosing an iPhone 6 over other similar products, consumers express their social identity, because they perceive this product as an item that reflects their economic, ideological, technological or cultural value sets (Reisinger & Dimanche, 2012).
The cultural norms represent another external factor, defining individuals’ “socially acceptable boundaries for behavior” (Lantos, 2011, p. 187), which influence consumers’ decision making process and their purchasing behavior. The cultural factor influences consumers through its feature of transmitting norms and accepted or aspirational behaviors, either through word of mouth or other promotion forms such as advertising, to which individuals adhere. Nowadays the popular culture or the mass culture shapes behaviors by providing individuals (targeted consumers) models to follow, visible in their purchasing decisions. The mass culture influences the consumers’ purchasing behavior towards selecting iPhone 6 for their communication and technology needs, by promoting cultural values such as technology accuracy, leisure, entertainment, information, aesthetics, being in trend, sophistication, prestige, etc. In purchasing an iPhone 6 the consumers are influenced by an external cultural factor to consider that they adhere to the cultural norms of their society.
Technology is another external factor that contributes to influencing consumers’ purchasing behaviors. Not only does this factor influence consumers due to the its multiple promises that it keeps: virtual communication with peers, staying informed, enriching one’s knowledge, etc., but it also enhances the behavioral segmentation (Lantos, 2011). IPhone 6 is considered the most advanced smartphone technology, comprising complex features that answer the needs of the technology enthusiasts. They are willing to pay more for their technology needs, hence the technology behavioral segmentation when it comes to buying decision.
Behind consumers’ buying decision there are insightful inner psychological processes and external factors that shape their shopping behavior. Factors may act individually, such as the technological need of using the most recent technology, or in ansemble, such as the psychological, social and cultural factors. Psychologists and advertisers use the internal and external factors for influencing consumers’ purchasing decision and their behavior regarding a product or service.
References
Lantos, G.P. (2011) Consumer behavior in action: real – life applications for marketing managers. New York: Routledge.
Reisinger, Y. & Dimanche, F. (2012) International Tourism. New York: Taylor & Francis.
