A.). Critically analyse the basic feedback that social psychologists use to explain factors influencing consumer behaviour. Use real life examples wherever appropriate (10 Marks)

Social psychologists study how people's thoughts, feelings, and behaviors are influenced by the presence of others, either actually or perceived. In the context of consumer behavior, social psychologists might examine how social influences such as peer pressure, social norms, and group dynamics impact purchasing decisions. For instance, a consumer might be more likely to buy a product if they see others using it, due to the social norm of conformity or the desire for social acceptance. A real-life example could be the trend of buying the latest smartphone. Consumers may feel pressured to purchase the newest model not only because of its features but also because they observe others around them, such as friends, celebrities, using it. This observation can create a perception of missing out or being left behind if they do not have the latest technology. Another factor is the influence of marketing campaigns that create a sense of urgency or scarcity, encouraging consumers to make purchases based on the fear of missing out (FOMO). Social psychologists would critically analyze these factors by examining the underlying social processes and the effectiveness of these strategies in influencing consumer behavior. They might also consider cultural differences in how social influences affect consumer choices, as different cultures have varying norms and values regarding consumption and social behavior.