Consumer Behavior Essay Example | Topics and Well Written Essays - 1000 words - 4

Consumer Behavior - Essay Example Kollner (2008) states that motivation is a function of two things: a) drive or arousal and b) goal-object. The drive is the motivation that results in behavior directed towards the goal. Kollner says that automatic arousal causes behavior without much thought, which is a likely result of learning. For small-ticket products, this type of motivation comes into play: at the supermarket, the decision to purchase a particular brand of diapers for baby is very easy and does not require much thought, except perhaps the very first time when the diapers choice was made. Conversely, for high end, expensive products, the needs are different and solutions also require detailed analyses and information search, which is also called extended problem solving. In a marketing context, motivation plays a very important role in understanding the consumer. When there is a want or need, the consumer feels conflict and unrest; to appease that feeling he or she looks at various solutions. The marketer must be able to satisfy that feeling by making available the right solution (product or service), at the right time and through an accessible channel. Once the marketer understands what drives the customer to act in a certain way, a lot of insights can be added into the marketing process which will assist in making it more targeted and satisfactory to the consumer. For the diaper example discussed previously, a marketer must know that he need not provide additional information to the customer at the supermarket but make him buy the product by making it easily accessible (eye level rack) and offer him deals and savings (e.g. 10% extra). The process of learning involves assessing and acquiring new knowledge and information about things and utilizing that information for future decisions and behaviors. Learning happens as a result of study as well as experience. This process does not have to be consciously done. Kardes, Cronley and Cline explain

Breast Cancer Prevention by Conjugated Linoleic Acid Essay

Breast Cancer Prevention by Conjugated Linoleic Acid - Essay Example Tumor can grow to the breast. Some do so normally, but others are health threats. There are various types of malignant breast cancer. They are classified based on the type of breast cell involved. The most usual cases of Breast cancer involve abnormal growth of the cells in the milk-producing lobules and ducts. Minor causes involve the other cells of the mammary glands and neighboring tissues. There is no known single cause of cancer, but potential risks for breast cancer have been described. The most important of which is genetic mutation of a gene called BRCA and inheritance of such. Age is also considered as an important risk factor, as well as unhealthy lifestyle, that include poor diet, lack of exercises and vices. Early detection and screening is often advised to manage the disease. Simple tools as physical breast exams by palpation or crude imaging technique such as mammography are often very useful. Staying away from the modifiable risks may also offer protection. Radiation therapy and chemotherapy are often used to treat cancer but recently, studies have been looking into conjugated linoleic acid as a potential treatment that could arrest the growth of tumor cells or prevent metastasis to neighboring tissues. Conjugated linoleic acid or CLA is a molecularly re-arranged version of linoleic acid derived from dairy and meat products from ruminant animals, such as beef, lamb, and veal. CLA have been found to reduce the body weight, fat production, and incidences of allergy, and diabetes. It is also implicated to increase muscle production, promote immune response, and anti-carcinogenic. In vitro and in vivo studies have been found to have greatly reduced tumor growth as well as metastasis but so far, studies have been inconclusive in human studies. Studies show that c9, t11-CLA isomer is effective in inhibiting carcinogenesis. Some studies also demonstrate the efficacy of the t10, c12-CLA