文档介绍：标题:Consumer personality and other factors in situational brand choice variation
原文:INTRODUCTION
Past research and empirical evidence indicate that individual behaviour varies across situations. More specifically, research into consumer behaviour has shown how individuals prefer different brands for different consumption variation in consumer choice has been reported for branded products such as clothing, snack foods,4 mineral water, soups and sodas, candy, fragrancesand wine.
Although a significant amount of research has examined drivers of situational variation, past studies almost exclusively focused on product attributes and failed to establish links to brand equity dimensions in terms of the benefits desired by individuals in brands. Closing this knowledge gap is important because for many product categories consumers buy brands rather than products. Accordingly, brand managers need to know how to design and deliver brand messages that are either robust across a number of consumption occasions or are specifically tailored to a distinctive situation, where they outperform more general brand designs. Long-term objectives of this research thus aim at a better understanding of the consumer– situation–brand interactions in consumer choice. More immediate objectives focus on the examination of how consumer personality and other factors influence desired brand benefits and choice when different consumption situations are salient. The central hypothesis is that consumer characteristics interact with situational characteristics in affecting the benefits that consumers desire in brands, and consequently their choice.
BRAND BENEFITS AND CHOICE
In the past, marketing researchers have focused on the relationship between consumers and the product class to predict brand choice. In particular, the product attributes desired by consumers attracted researchers’ interest, but researchers generally did not distinguish between the effect caused by the brand n