Consumer Psychology

One mechanism underlying the hedonic benefits of experiential purchases is that one’s core self is more centrally reflected in experiential purchases. However, little is known about whether people consume experiential purchases as a means of discovering their true self. The present research explored the possibility that people value experiential purchases as a potential tool for understanding their true self. Consistent with the hypothesis, Study 1 demonstrated that experiential purchases were perceived to be a more valuable source of gaining knowledge about one’s true self compared to material purchases. Using correlational methods, Study 2 found that the motivation to search for true self-knowledge positively predicted preference for experiential purchases over material purchases. Finally, Study 3 showed a causal effect of motivation to search for true self-knowledge on a tendency to prefer experiential purchases to material purchases. Implications and future directions for well-being research and marketing are discussed.

Despite the expense of designing and the popularity of using logos to represent brands, there is a paucity of information on how such symbols are processed. This series of experiments used Repetition Blindness (RB) to measure implicit association of logos and names that varied in (1) the abstractness of the logo, and (2) the level of familiarity with the logo. RB is a perceptual phenomenon that occurs when two items, presented in a rapid serial visual presentation (RSVP), are encoded along repeated dimensions (e.g. visual, phonological, semantic) resulting in only one item being perceived (Bavelier, [1994]; Buttle, Ball, Zhang, & Raymond, [2005]; Kanwisher, [1987]). Phonological RB was revealed for both abstract and figurative logos and occurred regardless of familiarity. The results suggest that as long as a consumer has the opportunity to be exposed to the name of a logo then logo-name association learning is a rapid process

Network technology is developing rapidly. E-commerce, e-marketing, digital marketing are developing gradually. The number of internet users is increasing like anything. Internet is increasing its boundaries and is reaching in villages as well, as our Prime Minister Mr. Narendra Modi is focusing on digital India. Currently, India is having more than 2 Billion internet users & India is at number three worldwide in terms of internet users. Most importantly growth rate of internet users in India is immense as it has touched 3800% in the last 10 years. This growth has encouraged a lot of companies to target India as a potential market. Due to which numbers of companies have started their set up in India and a lot of Indian entrepreneurs have also shown their interest in this segment. If we talk about the current scenario thousands of webs based companies are operating in India. Few are from India and few have started operating in India after seeing the potential customer base. Although it has created a great opportunity for sellers and customers it has created more confusion amongst customers. Every online shopping company is coming up with offers and discounts to make it tempting for customers but it has become tough for customers to choose a particular website to purchase items. The purpose of the research is based on the same problem as to how customers are giving preferences to these online shopping portals. The main objective of the study is to find out certain parameters which are assisting customers to prefer a particular website.