Neuro Kinetics in Consumer Behaviour

Abstract

ABSTRACT newlineNeuro Kinetics (NK), pertaining to consumer behavior, can be defined as the natural tendency newlineof consumers seeking changes as a result of motivation due to emotional gain from newlinethe neutral-emotional state. NK depends on consumers motivation towards change adhesion, newlineand the relative restriction towards the change adhesion that has been imposed. The newlinemajor factors pertaining to change adhesion are climbing needs, variety needs and end needs, newlinewhereas restrictions to change adhesion include loss aversion and adaptability. The focus of newlinethe study is to highlight the factors that lead to loss of emotion towards a procured product, newlinethereby reducing the overall life cycle of the product. The objective is studying the influence newlineof NK and its factors with respect to consumer behavior, and how this affects different newlinecultural consumers. The study of emotion is an important area for the researcher, but one of newlinethe key factors that lead to the development of emotion is the motivation towards switching newlineproducts and models. Motivation towards changes and understanding the effect of NK can newlineprovide the researcher with the changing consumer needs and the reason why there is loss newlineof excitement after purchase. The researcher will be able to determine what the best product newlinefeatures are that can be accommodated during a product design that would tempt consumers newlineto go for a change. newlineThe study carried out over here is descriptive in nature wherein three products were newlineselected - car and mobile from the consumer durables,and toothpaste from the Fast Moving newlineConsumer Goods (FMCG). These products were selected in order to analyze a wide range of newlineemotions that would be involved in between these different categories of products. Using a newlinequestionnaire, the survey was conducted in the UAE with the added advantage of obtaining newlinesamples from different nationalities. Statistical tools were employed for analyses with the newlineapplication of SPSS, and the major tools used are ANOVA for comparing NK with demographic newlinevariables, multiple regression to form