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  本篇代寫essay-消費者的決策講了考慮一個爲廚房購買冰箱的例子,人們將根據產品的不同屬性來選擇購買。例如,一個人最後可能會選擇白色的冰箱,因爲冰箱的白色可能是清潔的象徵,也是一種手段,告訴是否冰箱的冰櫃實際上是乾淨的。這對消費者來說很重要,因爲廚房的清潔有助於促進食品生產的衛生環境,這對那些關心家庭健康的人來說很有價值。這一理論與其他消費者偏好理論的不同之處在於,它更多地是對消費者偏好的定性探索。這就是爲什麼該模式被廣泛應用於人種志市場研究的目的,以便促進產品開發和市場營銷和廣告活動的發展。本篇代寫essay文章由英國第一論文 Assignment First輔導網整理,供大家參考閱讀。

  Consider the example of a purchase of a fridge for a kitchen, one will select the purchase based on different attributes that the product has. For instance, one might end up selecting a white fridge because the whiteness of the fridge may serve as a symbol for cleanliness, and also a means of telling whether the freezer of the fridge is actually clean. This will be important for a consumer because the cleanliness of kitchen serves to promote a hygienic environment for making food, and this end is of high value for those who care about family health. A difference that this theory has from other consumer preference theories is that it is more of a qualitative exploration of the consumer preferences. That is the reason why the model has been applied widely for the purpose of ethnographic market research, so that product development and the development of marketing and advertising campaigns can be facilitated.

  Barriers to Sustainable Consumption

  Though rational choices, beliefs, values, costs and benefits etc. play a vital role towards the sustainability of consumption, there are various factors that serve as barrier and limit or eliminate the behavior of consumers to consume sustainably.

  Bounded rationality, Emotion and Habit

  It has been argued by researchers that consumers in the decision making process are faced with uncertainties regarding the costs and the future in acquiring the information related to the present. The two factors that have been stressed here cause to limit the extent of rational decision making for a comprehensive calculations of net cost and the possible benefits. For example, the consumer often do not have the time to get thorough information for the purpose of making choices regarding different purchase options. Moreover, some of the information that may influence rational decision making might not be available because of being related to the future (Press and Arnould, 2009).

  Particularly, the environmental issues posit a lot of uncertainties towards rational decision making because the impacts transcend into future. The decision making practices are both constrained cognitive limitations and time constraints. The ordinary consumers under ordinary circumstances cannot just simply process all the cognitive information that is required for the purpose of rational decision making. For example, one may be faced with a choice of selecting two detergents that cost the same. One of the detergents may be made by a company that indulges in environmental sustainability practices while the other is not. Now, this information regarding the production practices if not mentioned on the product or not marketed by the company causes to limit the ability of the consumer to make a rational decision or indulge in sustainability of consumption. This is because the consumer might not have the information regarding the supply chain of the product, and thus cannot make out whether the product has been made sustainability or not (Press and Arnould, 2009).

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