Psychology experiment: Would brand image affect customers' desire to consume
Name: Alex Loong Bai Cheng Student ID: 14032334A Class: CCN1017 Introduction to Psychology Tutorial group: 102B Subject Lecturer: Dr. On Ting, Lo
Research question:
Would brand image influence one’s desire to consume?
Introduction
Buying is an essensial part in our daily life, ranging from purchasing a backpack to a drink in supermarkets. However, with the uprising branded items in the society, it causes a change in people’s desire to consume seemingly. It is said that although luxury brands may be highly valued by society, the conspicuous consumption of luxury brands is less likely to be socially valued (Wilcox, 2014 & Hagtvedt, 2014 &
Kocher, 2014). Social values mean the subjective aspects of the citizens such as the decision making and participation in social events. In the meantime, accordingly, a recent survey conducted in eleven global markets found that two thirds of consumers occasionally treat themselves to luxury branded products (Synovate 2010). With these two phenomenons emerged, thus an experiment is designed aiming to examine whether the brand image could affect customers’ desire to consume or not.
Designs
In this experiment, random sampling is used for the selection of 200 participants who are all females and are aged from 25-30 as the observers. The participants selected are familiar to the brand of the products, those are “coka cola”, “Cif dish cleanser” and the “Longchamp apparrel handbags”. The branded and non-branded products is defined as the independent variable, whereas the desire of one’s to buy is identified as the dependent variable. The participants are randomly assigned to one of two conditions. In the first group, called as the control
Research question:
Would brand image influence one’s desire to consume?
Introduction
Buying is an essensial part in our daily life, ranging from purchasing a backpack to a drink in supermarkets. However, with the uprising branded items in the society, it causes a change in people’s desire to consume seemingly. It is said that although luxury brands may be highly valued by society, the conspicuous consumption of luxury brands is less likely to be socially valued (Wilcox, 2014 & Hagtvedt, 2014 &
Kocher, 2014). Social values mean the subjective aspects of the citizens such as the decision making and participation in social events. In the meantime, accordingly, a recent survey conducted in eleven global markets found that two thirds of consumers occasionally treat themselves to luxury branded products (Synovate 2010). With these two phenomenons emerged, thus an experiment is designed aiming to examine whether the brand image could affect customers’ desire to consume or not.
Designs
In this experiment, random sampling is used for the selection of 200 participants who are all females and are aged from 25-30 as the observers. The participants selected are familiar to the brand of the products, those are “coka cola”, “Cif dish cleanser” and the “Longchamp apparrel handbags”. The branded and non-branded products is defined as the independent variable, whereas the desire of one’s to buy is identified as the dependent variable. The participants are randomly assigned to one of two conditions. In the first group, called as the control
References: Cretu, A. E. & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value Sirgy, M. J. (1982). Self-concept in consumer behaviour: A critical review. Synovate, M. R. (2010), “New Study Shows Most Americans Feel Guilty Buying Luxury Goods, Prefer No Logos,” (accessed February 9, 2014), retrieved Wilcox, K. & Hagvedt, H. & Kocher, B. (2014). The less conspicuous road to virtue: The influence of luxury consumption on socially valued behavior.