Discuss the Relationships Among Self, Perception, Consumer Behavior and Marketing

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Discuss the relationships among self, perception, consumer behavior and marketing.

 Consumer behavior has been defined as the totality of consumers’ decisions with respect to the acquisition,consumption, and disposition of goods.This process involves the consumer identifying needs, finding ways to solve these needs and then implementing the purchase decisions. According to Kumra,to fully understand consumer behavior,it is necessary to analyze the how,what,when,where and from whom the process takes place. One of the most commonly studied variables believed to impact consumer behavior is self-concept.The concept of “self” has been defined and studied in many ways,and a number of self-concept theories exist.According to symbolic interactionism,an individual’s self-concept is based on the perceptions and responses of others. Interactions with others and integrating their estimated appraisals greatly influences an individual’s behavior.The self is the subject of one's own experience of phenomena: perception, emotions, thoughts. In phenomenology, it is conceived as what experiences, and there isn't any experiencing without an experiencer, the self. The self is therefore an "immediate given", an intrinsic dimension of the fact of experiencing phenomena. In some other trends of philosophy, the self is instead seen as requiring a reflexive perception of oneself, the individual person, meaning the self in such a view is an object of consciousness. . The self has been studied extensively by philosophers and psychologists and is central to many world religions. With the recent rise in technology, the self has been discussed under various new emerging fields,such as Technoself Studies.Perception is the organization,identification, and interpretation of sensory information in order to represent and understand the environment.All perception involves signals in the nervous system, which in turn result from physical or chemical stimulation of the sense organs.For example, vision involves light striking the retina of the eye, smell is mediated by odor molecules,and hearing involves pressure waves. Perception is not the passive receipt of these signals,but is shaped by learning,memory,expectation,and attention.The consumer behavior is affect by the self and the perception,so it can decide the marketing.

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