What are the limitations of consumer behavior theory in western economics?

1, the influence of personal factors: personal factors include stable factors and random factors, which will have a certain impact on individual consumption decisions in consumption behavior.

① Stable factors

This mainly refers to some personal characteristics, such as age, gender, race, nationality, income, family, life cycle, occupation and so on. Stability factors can not only affect family decision makers, but also affect the speed of people's decision-making process. In the special stage of the decision-making process, the purchase behavior is also partly determined by the stable factors. For example, in the stage of collecting information, a person's age and income will affect the source, quantity and type of information and the time of collecting information. Stability factors will also affect the scope of use of products by consumers.

② Random factors

Random factors refer to specific occasions and a series of random conditions that consumers have when making purchase decisions. Sometimes, consumers' purchase decisions are made under unexpected circumstances, or there will be some situations that will delay or shorten people's decision-making process. For example, a consumer who is considering buying a computer may delay the choice of price and quality, which will definitely slow down the decision-making process or cause him to give up buying. However, if people are in a different environment, such as rising wages, the process of completing the purchase decision may be much faster than not raising wages. Moreover, the influence of random factors on consumer behavior is often multifaceted.

2. Influence of psychological factors: There are many psychological factors that affect consumers' purchase decisions, including feelings, motives, attitudes, personalities and so on.

(1) One's feelings determine one's different views on things. Feeling is the process of identifying, analyzing and selecting input information in order to obtain results. People receive and input external information through the senses of sight, hearing, smell, taste and touch, and finally form a large number of information sets about external things, which we obtain through various senses. When we hear an advertisement, see a friend, smell polluted air and water and touch a product, we get information. Although we get a lot of fragmentary information in real time, only a part of it becomes perception and a deep impression in our minds, which has an impact on the behavior of individual decision-making. We choose some information and give up many others at the same time because we can't pay attention to all the information at the same time. This phenomenon is sometimes called selective reservation. If the selected information is related to the expected things, it will be perceived by people. If this information can meet the immediate needs of individuals, people may also make this information rise to consciousness and become a relatively stable state among individual psychological factors. For example, when people are hungry, they may pay attention to all kinds of food. On the contrary, if you have just eaten, it is more likely that this kind of advertisement will not be realized. Finally, the intensity of false information input changes dramatically, and the greater the possibility of consciousness. A store may not notice a small price reduction. This is because the change is too small, but if the store reduces the price by half, we will notice the price reduction more easily.

(2) Motivation is the psychological tendency or motivation to stimulate and maintain individual activities and lead them to a certain goal, and it is the power to urge individuals to take action. Faced with the same activities or things, individual motives are diverse and complex. At any time, a buyer is influenced by one motive rather than just one motive, and at a certain point, some motives are stronger than others, but this strong motive is different at different points, which will reduce or increase the pressure and take different actions.

③ Attitude is composed of knowledge and positive and negative feelings towards the goal, which is an evaluative and relatively stable internal psychological tendency. People will have a certain attitude towards people and things on the basis of cognition, which will affect the way individuals treat things. We sometimes say that a person has a "positive attitude", but this expression is incomplete. Only by knowing the goals or objects associated with this attitude can this expression be meaningful.

(4) Personality is an inherent and essential feature associated with people's experiences and behaviors, and it is a relatively stable psychological factor unique to individuals and different from others. Personality comes from different heredity and experience, and everyone's inner world, knowledge structure and growth process are different, which will form different personalities. But the individual has certain stability and external performance, which can be understood in a certain way. Personality is typically characterized by one or more of the following characteristics, such as impulsiveness, ambition, flexibility, rigidity, dictatorship, introversion, extroversion, initiative and competitiveness. Product marketers should try to find the relationship between these individual characteristics and purchase behavior, and believe that people's personality will have an impact on the brand and type of goods they buy. For example, the types of clothes, jewelry and cars people buy also reflect one or more personality characteristics. Usually, marketers will target their advertisements at some common personality characteristics and use those positive and valuable personality characteristics to promote sales. Marketers should try their best to understand the behavior of buyers in order to provide more satisfactory services to consumers.

Tips: The above information is for reference only.

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