Assertive and Non-assertive Consumer Behavior Styles in Relation with Advertising Appeals

Abstract

For some people, advertising and other marketing practices are just background noise. For others, these tools provide extensive guidance for their decision making process. The paper seeks to determine which information sources are perceived as more reliable and trustworthy by the consumers. But products fall into different categories in function of the involvement level of the consumers. Therefore, we intend to establish how much and what data is considered and accepted as credible for high and low-involvement products. All in all, the focus of this thesis is to highlight assertive and non-assertive consumer behavior styles in relation with advertising appeals used in marketing practices, the way of conducting the information gathering process, the information consumers seek and find about the products and the purchase intention.

Keywords

• assertive consumer
• non-assertive consumer
• advertising stimuli