Assignement #4

Consumer Behaviour

Submitted to:

Dr.Affia

Submitted by:

Mian Omer Hayat

70082966
Purposed Model:

Normative perceptions Environmental cues

Avoidance behaviours

Independent Variable: Normative perceptions

Dependent Vartiable: Environmental cues

Moderator : Avoidance behaviours

Hypothesis:

H1:Normative percepation is direct relation with the envoirnmental cues.

H2: Avoidance behaviours moderates the relationship between the normative perception and
enviornmental cues.

H3:Normative perception is positive impact on the envoirnmental cues.

This paper explores to using the theory of normative social behaviour .

Literature review

Enivornmental Cues and Normative perceptions.

Cues in the environment of the presence of significant others who respect

situational norms, such as parents, teachers and religious leaders strengthen the
normative goal even more than ‘ordinary’ people (Sentse, Dijkstra, Lindenberg, Ormel,
& Veenstra, 2010)
Cues in the environment of the presence of significant others who respect situational
norms, such as parents, teachers and religious leaders strengthen the normative goal
even more than ‘ordinary’ people (Sentse, Dijkstra, Lindenberg, Ormel, & Veenstra,
2010).

Environments are never neutral. Each environment sends out cues that influence both
goals and behaviour. Importantly, environmental cues have a strong impact on normative
behavior.

Avoidance behaviours

The approach adumbrated by Gray during the 1970s was founded on several tenets. First, that
emotions (e.g., fear and hope) are central states activated by reinforcing stimuli (generally
called “punishment” and “reward”); and second, that two major systems underpin the
activation of these central states, one related to sensitivity/reactivity to “punishment” and
another to “reward.” At least in part, individual differences, as expressed in personality traits
(e.g., extraversion and neuroticism), reflect long-term stabilities in the operation of these state
systems. (Space prevents adequate discussion of the personality side of approach–avoidance
motivation; for discussion, see Corr, DeYoung, & McNaughton, 2013.).

Consumer behavior is a voluntary individual behavior that can be explained by the (TRA)
proposed by). TRA argues that behavior is preceded by intentions and that intentions are
determined by the individual’s attitude toward the behavior and the individual’s social norms.
Social norms are defined as a person’s perception that most people who are important to
him/her think he/she should or should not perform the behavior in question .There are several
IS studies focusing on social norms or environmental influence on online consumer behavior.
found that social norms influence purchase intention using a formative construct of social
norms (family, media, friends influences) in online consumer behavior. However, they did
not include in the model an important construct in online consumer behavior.

Environmental Cues
Environmental cues have important effects on both normal and abnormal users of space. The
cues that tell a normal user that she could be unsafe will usually have the opposite effect on
the abnormal user, who will perceive the same cues as indications that he is at low risk of
detection, thereby safe.