Who You Are Affect What You Buy - the Influence of Consumer Identity on Brand Preference
Autor: Mikki • January 7, 2018 • 2,703 Words (11 Pages) • 640 Views
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However, this article has some problems. First, this article repeats its aims of the research too many times in abstract, literature review, current study and discussion. Second, as quantitative method 65 participants is not enough. Moreover, the number of males and females are not equal and may lead to inaccurate results. Third, this article uses linear regression analysis, but none of the formulas are listed which would cause the reader to not know where are data comes from. Fourthly, the author did not cite a reference ‘Levy, 1959’ into bibliography. Finally, the questionnaire has an incorrect order, basically gender is the head question, but this questionnaire puts gender at the end which may lead respondents to feel uncomfortable.
Vocabulary
Word
Terminologies
Part of speech
Noun
Dictionary definitions
The body of terms used with a particular technical application in a subject of study, theory, profession, etc.
Example from a dictionary
Specialized terminologies for higher education.
Example from the article
Despite the various terminologies.
My own example
There are some academic terminologies we need to remember.
Pronunciation
/ˌtəːmɪˈnɒlədʒi/
Similar words
Vocabulary, jargon, diction, language
Opposite meaning
Collocations
Adj+terminology; verb+terminology; perp+ terminology
AWL
No
Word
Perceive
Part of speech
Verb
Dictionary definitions
Become aware or conscious of (something); come to realize or understand.
Example from a dictionary
He was quick to perceive that there was little future in such arguments.
Example from the article
Understanding how individuals perceive brands as a way to enhance their self-image is important.
My own example
Her ability to perceive the nature of the truth was what was being tested.
Pronunciation
/pəˈsiːv/
Similar words
Discern, distinguish, grasp, observe
Opposite meaning
Disbelieve, disregard, ignore
Collocations
Perceive+adv; verb+perceive (be able to); phases+perceive ( commonly; a failure to perceive sth)
AWL
Yes
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Word
Symbolic
Part of speech
Adjective
Dictionary definitions
Serving as a symbol
Example from a dictionary
A repeating design symbolic of eternity.
Example from the article
This theory postulated that products and brands have symbolic meanings and display certain images.
My own example
Red light is a symbolic signal.
Pronunciation
/sɪmˈbɒlɪk/
Similar words
Allegorical, emblematic, significant, typical
Opposite meaning
Collocations
Verb+symbolic; adv+symbolic; symbolic of
AWL
Yes
Word
Congruity
Part of speech
Noun
Dictionary definitions
In agreement or harmony
Example from a dictionary
In an age when a Catholic leader and writer strikes a note of congruity, one is more shocked than pleased
Example from the article
Sirgy (1982) defined self-image congruity (also often referred to as product-image congruity) as the process of consumers purchasing products/brands that they perceived as possessing symbolic images similar to the image they hold of themselves.
My own example
It is a mistake to interpret the current close alliance as a congruity of interests.
Pronunciation
/kənˈɡruːɪti/
Similar words
Accord, concord, coherence
Opposite meaning
Difference, discord, disagreement
Collocations
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