Post-Decision Evaluation: Chris's Journey of Challenges and Attitudes - Essay Sample

Introduction

The first factor of consumer behavior that comes in place is the aspect of post-decision, which usually leaves a consumer weighing out if the final decision taken was valid and satisfactory. Due to the challenges that Chris has undergone with Christopher, at the expense of training for due six months, he reviews his decision and renders the job as less valuable. Chris's attitudes and feelings primarily govern this judgment (“The Pursuit of Happyness.”). Besides, his decision-making skills vary from time to time to best suit and satisfy his desires. Flexibility as a tool is very critical because, a consumer can easily prioritize better options and chose not with assumptions or postulations, but with a feasible and logical expectation that the decision would impact their lives positively by bringing happiness. Chis Gardner does exactly this, as he often weighs potential alternatives, and then make accurate behavior decisions.

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Consumer Diversity and Social Influences on Consumer Behavior

However, it is visible that at times, attitudes or feelings may not necessarily matter but the social influences which may force a consumer to make individual decisions and develop particular consumer efforts on that product. For instance, although Chris struggles to be happy and achieve his needs, he finds himself in a condition where he must feed the son, despite the financial crisis. This low social class makes him seek the internship job, without making any inquiries concerning salaries, despite being driven to apply to get some payment for sustenance. Most probably, Chris took this decision because of limited consumer diversity. To some scholars, consumer diversity may refer to a range of choices that a consumer has to make before preferring one option over the other. Chris had no alternative after the wife moved to New York and, he had no money, so the internship opportunity was a no-option driven-choice.

Attitude, Business Ethics and Social Responsibility on Consumer Behavior

Furthermore, it can be depicted that the attitudes determine consumer behavior, which can further influence their purchasing decisions. Chris risked the whole family saving to purchase the device, due to a positive attitude and high consumer effort score on that product. Nonetheless, marketing organizations must ensure that they practice business ethics and become socially responsible for their employees to positively influence on the purchasing attitudes of the consumer or their satisfaction. From the result, it can be stated that Chris lower efforts on the new secured job, was because he had undergone a ridiculous training session, with a non-conducive working environment which does not obey the principle of business ethics. Conventionally, Chris had a positive attitude on his first business, because he predicted that he could meet up his needs. However, ethics is also essential in marketing, as consumers need to predict the outcome of their decision, to help them in making moral decisions. If Chris did this, then the investment would have been only a share of the family savings. But the scene helps us to understand how important business ethics is in the field of marketing.

Psychographic Values, Personality, and Lifestyles on Consumer Behaviors

Customer's purchasing behaviors or preferences of products may be influenced by their psychographics, different personality traits, and forms of lifestyles. In the film, Chris Garner is possessing many behavioral characteristics that later drives him to make various buying decisions. In convention, lifestyles and personality traits are among the few categories or examples of psychographics. From the film, it is outstandingly imperative to describe Chris as a loving, self-controlled, person of integrity, and kind (Apriyansyah). For example, his loving trait allows him to struggle as he struggles to make ends meet while with his son in every lousy occasion featured in the film. He also owns self-control and determination to hard work, and he believes that through his struggles, he is more likely to have a bright future. For this reason, Chris takes up the challenge in training.

Interestingly, Chris depicts both loves, integrity towards obtaining self-realization through happiness. His loyalty makes the consumer have a tremendously positive and high effort to get basic needs, which are essential for him and the son. Similarly, lifestyle is another critical determining factor for establishing an ideal understanding of the customer's behavior. The kind of lifestyle that Chris lives in a while undergoing the training session makes him develop more determination ad interest on the new projected position, that he feels might solve all these challenges. His social life of living as a single parent, who must provide and also take care of the son, drives him to apply for the new intern job, as he desperately looks for a job. The point of disagreeing with her life is therefore considered as the breakthrough of most film's stories and experiences, especially those that involve hardship life. Finally, the value of self-image also makes Chris try different business options as a way of proving his self-worth. Although the son, Christopher, understands that his father is presently a single parent, Chris attempts to cover this up and make the son, have the standards without missing any needs. For that reason, Chris's personality and lifestyle behaviors significantly motivated him to many consumer behavior and experience activities, as depicted in the film.

Works Cited

“The Pursuit of Happyness.” YouTube, uploaded by, Trump-Breaking News, 18 June 2020, https://youtu.be/VXMMGKDKMJE

Apriyansyah, Vegi. "A Study of Adler’s Personality Theory in Chris Gardner’s Character in The Pursuit of Happyness Movie." Jurnal Ilmiah Mahasiswa FIB, vol 2, no. 7, 2013, http://jimbastrafib.studentjournal.ub.ac.id/index.php/jimbastrafib/article/view/191