FORMATION AND CORRECTION OF STEREOTYPES OF CONSUMER BEHAVIOR AS A PHENOMENON OF COGNITIVE AND SOCIAL INTERACTION

Abstract

In an era of globalization, rapid development of technology, science, economics and education, people are striving to improve the quality of their lives. This is primarily reflected in their way and style of consumption - consumer behavior. Many factors, characteristics and characteristics affect an individual in how he/she behaves in the selection process, consumption habits, shopping behavior, brands he prefers, and places of sale he visits. The consumer is guided by culture, subculture, belonging to a certain social class, social status, membership in certain groups and collectives, the interests of his family, his personality, psychological factors and more. Consumer decisions are the result of each of these factors, which are divided into economic, social, cultural, personal and psychological. Stereotypes as cultural phenomena and stereotyping as an individual mental process are widely discussed among social psychologists. In recent years, stereotypes and their influence are of great interest to marketers as well, because they have a strong influence on consumer behavior. The article presents the process of formation of consumer stereotypes, which is defined as the formation of generalizations about consumer goods, and the impact of stereotypes on consumer behavior is tangible and diverse. The article states the impact of stereotypes on a particular product within the target group of consumers, whether these stereotypes can be corrected with the help of marketing tools and how long this process can be.