Levis jeans, Ray Ban glasses, and Adidas sport clothing etc. are some of the examples of prevalent branded product. It is common that people will choose these kinds of brand when they are hoping to buy some related products. For example, when we are shopping in a sport clothing store, we will probably choose the well-known products, such as Adidas, Puma or Nike. Why there is a tendency that people will choose famous brand rather than a normal tag?
To explain this phenomenon, we can use two psychological theories to explain it. On one hand, there would be a probability that people will tend to buy branded products due to increased self-awareness (Management Study Guide, no date). This situation can be explained by incentive theory of motivation, which can be referred to a circumstance that people are motivated to perform a certain kind of behaviour because of desired outcome (Cherry, K., no date). On the other hand, the occurrence of people inclined to purchase more popular items might due to enhanced social approval (Radwan, M.F., no date). Accordingly, this can be explained by social proof theory, which stated that people might try to seek suggestions from others when they are not familiar with the behaviours that they should act. For example, as in the circumstance we mentioned above, people might buy the sport clothing products of Adidas or Nike by asking their friends opinion when they have no idea about the brand of sports.
Although we know practicability is somehow more important than branding, we are tend to purchase the more popular product. From the above, we can see the importance of social approval and the feeling of others towards us and this will drive us to buy the most fashionable items.
Cherry, K. (no date). Theories of Motivation: A Closer Look at Some Important Theories of Motivation. Retrieved 12 March 2014, from http://psychology.about.com/od/psychologytopics/tp/theories-of-motivation.htm
Management Study Guide (no date). Psychological Factors affecting Consumer Behaviour. Retrieved 12 March 2014, from http://managementstudyguide.com/psychological-factors-affecting-consumer-behaviour.htm
Radwan, M.F. (no date). Social proof theory. Retrieved 12 March 2014, from http://www.2knowmyself.com/Social_proof_theory