Several personality traits affect consumer behavior for different commodities. For instance, an individual with low self-esteem might engage in impulse buying so as to cheer him up, which might lead to excessive spending. On the other hand, a happier individual may be restrained in his spending. Compulsive and impulsive buying are considered some of the most idiosyncratic and persistent phenomena in consumer lifestyle. Historically, compulsive and impulsive buying behavior research studies have focused on the definitional elements differentiating and distinguishing them from the other buying behaviors. While compulsive buying refers to the abnormal buyer behavior characterized by chronic buying episodes of irresistible stereotyped fashions that the consumer is unable to regulate, impulsive buying is a personality trait characterized by a tendency towards acting without forethought, failing to appreciate the circumstances beyond the now and here, and failing to make quick cognitive decisions on buying behavior (Ariely, 2008).
In Paco Underhill’s book, he indicates that, the first tenet behind the idea of shopping is that, there are certain anatomical and physical abilities, limitations, needs, and tendencies common to all people and the retail environment (p. 39). This basic principle guides the buying behaviors based on tastes, preferences, abilities, and needs. It defines the shopping habits among consumers of different jeans. Additionally, consumers read the signs about the shopping trends and adjust accordingly. People often make their purchases according to their nature and comfortable nature. Shopping for new designer jeans would not only involve the cash involved in buying the jeans, but also the consumer’s perception of the style and the capacity to be comfortable in the jeans (p. 77).
Dan Ariely draws his appeal to the fallacy of demand and supply from James Assael, and Italian diamond dealer who fled Europe for Cuba and found that the American army in his destination needed waterproof watches and filled the demand (p. 23). Demand and corresponding supply are some of the key things that influence buyer behavior. Just like the American soldiers needed the waterproof watches and the Italian diamond trader responded to fill the demand, suppliers in the denim industry strive to conduct vast research and development studies to point out the tastes and preferred options of their customers to design new products and methods of satisfying the customers’ needs. The availability of goods and services motivates the consumers to consume more volumes as opposed to when there is a limited supply.
Personality trait is paramount in determining consumer-buying behavior. People often tend to buy products that they consider matching their lifestyle standards. For instance, there are different kinds of shops selling similar jeans at different prices depending on the location of the store, the source of products sold at the store, and the type of customers that frequent the store. Consequently, the customers will also visit the store differently according to their social standards. Customers from the upper social ladder would always shop for their jeans from luxurious stores that sell their products at higher prices. In Dan Ariely’s book, he provides the example of the Duke University basketball team that has a passionate hobby and religious experience. Despite its small stadium and old, bad acoustics, the number of fans that turn out to cheer the team into thunder and pump everyone’s adrenaline level right through the roof is unbelievable (p. 128). Similarly, personality traits lead individuals to buy from the stores that they believe to satisfy their desires and would eventually feel euphoric and contented to attend.
The sales and marketing units of any business concern seeks to appeal to the consumers through motivating them to buy more goods and services. Through their advertising appeals, these departments ensure that they motivate the buyers desire to consume more goods and services. Sales and marketing departments always use incentives such as discounts, after sale services, commissions, and free samples to motivate the buyers to consume more of their products. Motivation triggers the consumers to get more of the products that they use. Price has been considered the best motivator since people are always willing to buy more products at lower prices according to the law of demand and supply. In Dan Ariely’s book, he indicates that, even good people are not exempt from partially blinded by their own perceptions, which allows them to take certain decisions that bypass their own moral codes on the road to monetary rewards (p. 227). Motivation can play tricks on the consumers irrespective of their moral standards. Therefore, through motivational practices, stores that stock jeans always use different incentives to motivate the consumers to buy for the rewards they receive from the shops and the jeans.
The need for uniqueness also determines buying behavior. Buyers often tend to feel and enjoy ostentation in their purchases of outfits. People want to wear trending jeans to be outstanding among others. They always buy the best jeans that are considered out of the pockets of many consumers. A research study conducted at Duke University with wine samples and MBA students found a correlation between the tendencies to order intoxicating beverages that were dissimilar from what other people at the venue had chosen and the desire for uniqueness (p. 237). It implies that buyers would always spend more money in unique products.
In Predictable Irrational Ariely (2008) assert that social norms affect people to buy different types of jeans. The author notes that we live in two different worlds in one where the social norms prevail and the other where the market norms prevail (p.69). Some of the forms of social norms include a friendly request to move the couch or assist one on the task at hand. The social norms are wrapped in the social nature depending on the need of the community. The assistance you give to your friend does not have a price consideration. Social world enables people to experience pleasure and does not have immediate reciprocity. The market world has rules that govern it, unlike social norms. Market relationships expect prompt payments and comparable benefits. In the market domain, you get what you negotiate for. Social norms and market norms remain on separate paths for example one can have emotional nourishing and warm sex in a social context while market sex one has to pay money (p. 69).
Underhill (1999) talks of demographics of shopping where he observes that humanity has different physical abilities and limitations that mention how we shop (p. 99). It is possible to respond to issues in the society differently even if we live in the same environment. Shopping means different things to different people (p.99). A compulsive shopper uses most of their monies and credit ratings to buy jeans since the desire is not quenched. The Eastern Europe émigrés that came to America in the 1980s were surprised at the abundant supplies in the suburban supermarkets (p.100). The locals demonstrated freedom of choice while the émigrés had a cathartic shopping experience. Natives could not enjoy freedom of choice due to the limitation in financial resources as they struggled with the food budget. The author observes that men and women have different shopping behaviors that have a high implication for business. Enormous cultural and demographic changes play a role in the world of shopping (p. 101).
Men shoppers are impatient compared with women that take their time to enjoy the shopping experience. Underhill cites that the entire shopping experience such as packaging, design, advertising, merchandising, store design, and fixtures solely lies on the female shopper (p.102). In the traditional world, men are hunters and prove themselves in how fast they kill something and take it home. Women are gatherers that derive immense pleasure by looking. Women enjoy the shopping experience by walking in a relaxed mode, examining merchandise, comparing values of different jeans, interacting with the staff, trying different jeans before making a purchase. Women take pride in ability to make prudent decisions before buying since they are better purchasing agents than the men. Men are very reckless since they move faster in the store aisles. They spend less time in looking for the different varieties of jeans and end up buying a variety that they did not intend to buy. A man does not ask questions concerning different products available. Men tend to be very impatient as they pick products quickly with no apparent joy in the process of finding (p. 103).
Ariely (2008) says that options in life distract people and prevent them from having a focused effect. In the contemporary world, we work to keep all our options open (p. 139). People buy an expandable computer system to avoid the risk of losing information. People buy insurance policies offered with the plasma high-definition television to avoid the risk of the big screen going blank. People ensure their children remain busy in all manner of extracurricular activity just in case they spark an interest in one of them. People buy jeans that they do not need that are sometimes expensive other than buying what is crucial (p. 141).
References:
Ariely, D. (2008). Predictably irrational: The hidden forces that shape our decisions. New York, N.Y: HarperCollins Publishers.
Underhill, P. (1999). Why we buy: The science of shopping. New York: Simon & Schuster.
