...Consumer Psychology and Marketing Communications Article Analysis PSY/322 November 19, 2012 Consumer Psychology and Marketing Communications Article Analysis This paper will define what is consumer psychology is and show its relationship with marketing communications. An overview will be discussed about the psychological concepts of consumer psychology and its importance of developing an effective marketing communication message. It is crucial for effective marketers to know how to use their knowledge of consumer psychology for the development of effective marketing promotions of its products and services. Perner (2010), consumer psychology is “the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (para. 2). Recognizing the importance of consumer behavior is vital for the development of any successful marketing message for the public. For example, marketers understand that is best to show a television advertisement of snack products during the period in which the viewer is more prone to be hungry such as late afternoon (Perner, 2010), There are various ways in which data and information about consumers are attained. Marketers and businesses often utilizes mail questionnaires, phone surveys, online surveys, focus groups, scanner data, and personal interviews to learn more about consumers...
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...Consumer Psychology and Marketing Communications Article Analysis Colleen B. Hughes PSY/322 February 9, 2015 Donald Crabtree Consumer Psychology and Marketing Communications Article Analysis Consumers are the key to marketing communications for your products and services. Using psychology to understand the consumer behaviors, attitudes, and purchasing patterns. Getting your message to the consumer is done by communication. However, what is consumer psychology and how do they affect the market communication. Consumer psychology has a direct relationship with marketing communication message and will compare two articles to discover the relationship. Before you understand the relationship you need to define consumer psychology. The consumer is a person or thing that consumes and economically the definition is a person or organizations that use a commodity or service. (Dictionary, 2015). Psychology defined as the behavioral and cognitive characteristics of a specific individual, group, activity, or circumstance. (Dictionary, 2015). Another definition is the scientific study of mental processes and behavior. (Dictionary, 2015). Consumer Psychology is both of the definitions put together. The definition is the study of how consumers relate to the products they buy and services they use. Marketers use psychology to understand the consumer needs, motivation, attitude, and actions. (Mihart, 2012). Professional Marketer increase with better measurements and deeper understanding...
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...Consumer Psychology and Marketing Communications Article Analysis Riki J. Shye PSY/322 April 13, 2015 Donald Crabtree, Instructor 1. Consumer Psychology and Marketing Communications Article Analysis According to http://smallbusiness.chron.com/marketing-communication-strategy, “Marketing communication helps to develop brand awareness, which means that consumers translate product information into perceptions about the product’s attributes and its position within the larger market.” And brittanica.com defines consumer psychology as: “is a branch of social psychology concerned with the market behavior of consumers. Consumer psychologists examine the preferences, customs, and habits of various consumer groups; their research on consumer attitudes is often used to help design advertising campaigns and to formulate new products.” In defining both consumer psychology and marketing communication, the main common denominator is marketing. How can a company provide a product to a consumer without proper marketing? Marketing is one of the more key elements in a company to bring communication between them, their product and the consumer. The psychological concepts and their importance in developing a successful marketing communication message within the articles presented notated that communication, whether by commercial, print or radio ads are a vital asset in promoting a product and presenting...
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... | | |Consumer Psychology and Research | Copyright © 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course focuses on consumer behavior and marketing research. Topics include the cognitive processes underlying consumer choice, descriptive consumer characteristics, and environmental consumer behavior. This course emphasizes the implications of consumer behavior on domestic and global marketing communications. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. Course Materials Bagozzi, R. P., Gurhan-Canli, Z., & Priester, J. R. (2002). The social psychology of consumer behaviour. Philadelphia, PA: Pearson. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle...
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...Assignment Consumer Psychology and Marketing Communication Article.doc PSY-322 Week 2 DQs.doc PSY-322 Week 2 Individual Assignment Marketing Communications Memo.doc PSY-322 Week 2 Learning Team Assignment Consumer Traits and Behaviors Paper and Presentation References.doc PSY-322 Week 3 DQs.doc PSY-322 Week 3 Individual Assignment Marketing Research and Promotional Message.doc PSY-322 Week 3 Learning Team Assignment Consumer Traits and Behaviors Paper and Presentation Formal Outline.doc PSY-322 Week 4 DQs.doc PSY-322 Week 4 Individual Assignment Environmental and Consumer Influences Analysis Paper.doc PSY-322 Week 5 Consumer Traits and Behaviors Paper and Presentation.pptx PSY-322 Week 5 DQ 2.doc PSY-322 Week 5 DQ1.doc PSY-322 Week 5 Individual Assignment Case Study.doc PSY-322 Week 5 Learning Team Assignment Consumer Traits and Behaviors Paper and Presentation.doc Psychology - General Psychology PSY 322 Week 1 Individual Consumer Psychology and Marketing Communications Article Analysis PSY 322 Week 2 Individual Marketing Communications Memo PSY 322 Week 2 Learning Team Consumer Traits and Behaviors Paper and Presentation References PSY 322 Week 3 Individual Marketing Research and Promotional Message PSY 322 Week 3 Learning Team Consumer Traits and Behaviors Paper and Presentation Formal Outline PSY 322 Week 4 Individual Environmental and Consumer Influences Analysis Paper ...
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...Revised 2/11/10 Page 1 of 18 FRÉDÉRIC F. BRUNEL Boston University School of Management Department of Marketing 595 Commonwealth Avenue Boston, MA 02215 : (617) 353-4609 Fax: (617) 353-4098 e-mail: brunel@bu.edu Education 1998 Ph.D. in Marketing, University of Washington 1992 M.B.A., Illinois State University (graduated top of class) 1989 B.S. in Business Administration, Ecole Supérieure des Sciences Commerciales d'Angers (ESSCA) Angers, France (graduated in top 5%). Dissertation Brunel, Frédéric F. (1998) “The Psychology of Product Aesthetics: Antecedents and Individual Differences in Product Evaluations”, Chair: Richard Yalch. Academic Positions Boston University, School of Management Associate Professor of Marketing & Dean’s Research Fellow, since September 2007 Assistant Professor of Marketing, March 1998- August 2007 Marketing Instructor, September 1997 to March 1998 Delft University of Technology, The Netherlands, Department of Product Innovation and Management Visiting Scholar, 2005 (November-December) University of Washington, School of Business Instructor, 1994-1997 Teaching Assistant, 1992-1994 Publications 1. Brunel, F., Utter, D. (2009). Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 20 pages). London, Ontario: Ivey Publishing, # 909A04. 2. Brunel, F., Utter, D. (2009). Teaching Note. Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 18 pages). London, Ontario: Ivey Publishing, # 809A04. 3. Susan Fournier, and Frédéric F....
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...Consumer Psychology and Marketing Communications Article Analysis PSY/322 Consumer Psychology and Research Consumers’ helps firms and organizations improve their marketing strategies by understanding issues such as how The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. According to the reading consumers’ psychology is defined as the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. I noticed this when I read the article about how “Apple” was trying to expand their already successful products. The target product “Apple” is using is the iphone. They know that a huge number of people has already purchased their phone so expanding the range of the cell...
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...bs_bs_banner International Journal of Consumer Studies ISSN 1470-6423 Beyond the fad: a critical review of consumer fashion involvement ijcs_1041 84..104 Iman Naderi Department of Marketing and Logistics, College of Business, University of North Texas, Denton, Texas, USA Keywords Consumer involvement, content analysis, fashion, literature review. Correspondence Iman Naderi, Department of Marketing and Logistics, College of Business, University of North Texas, 1155 Union Circle 311396, Denton, Texas 76203-5017, USA. E-mail: iman.naderi@unt.edu doi: 10.1111/j.1470-6431.2011.01041.x Abstract Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and...
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...DECIDE Scenario Analysis YOU DECIDE Scenario Analysis 1. Analysis of the Consumer Products Proposal, in my opinion is nothing more than a ploy to confuse and deceive the consumer into thinking they are getting something new when in reality it is the same product with a definition of the ingredients that cannot be proven or supported. Federal Trade Commission (FTC) guidelines are very specific in the requirements for environmental marketing claims. There must be qualifications and disclosures as well as a distinction between the benefits of the product, packaging, and service. Therefore, developing a new product line that will be promoted as safe, effective, and eco-friendly and priced at one and one-half times the current price may be too risky a plan to pursue. While this approach may provide a substantial net profit increase; it must be considered that it could also provide a much larger downside without further research and development to ensure compliance with the FTC’s guideline for environmental claims. Development of a private label for sale by Wal-Mart, K-Mart, and other selected outlets would definitely be a good approach to expanding the market that would conceivably increase market share and net profits with the appropriate marketing strategy and implementation of the marketing plan. This label, in my opinion, could very well include an upholstery cleaner that would fit very well in the marketing plan for carpet...
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...General: Process that leads people to behave as they do In marketing context: Internal drive that influences consumer to seek out, evaluate and purchase goods and services General: Degree to which an object or idea is centrally related to the value system of an individual In marketing context: person’s perceived relevance of the object based on his/her inherent needs, values, and interests State of excitement that can be pleasant or unpleasant and is experienced more or less consciously Beliefs that one condition is preferable to its opposite Involvement Emotion Value 1. Motivation → To understand motivation is to understand WHY consumers do what they do Can be described in terms of … … its strength, or the pull it exerts on the consumer and … its direction, or the particular way the consumer attempts to reduce it. The Motivation Process o Once a need is aroused, a state of tension exists that drives the consumer to attempt to reduce or eliminate it. o The desired end state of motivation is the consumer’s goal, thus motivation can be described as goal-oriented. Types of Motivational Conflicts o Approach-approach motivational conflict is when consumers must choose between two attractive alternatives o Approach-avoidance motivational conflict is described as a consumer facing a purchase choice with both positive and a negative consequence o Avoidance-Avoidance motivational conflict is when a consumer makes a choice involving only undesirable outcomes Maslow’s...
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...REFERENCES Hyllegard, KH, Yan, RN, Ogle, JP & Attmann, J 2010, ‘The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing’, Journal of Marketing Management, vol. 27, no. 1-2, pp. 100-123. Reichert, T 2002, ‘Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising’, Annual Review of Sex Research, vol. 13, no. 1, pp. 241-273. Lass, P & Hart, S 2004, ‘National cultures, values and lifestyles influencing consumers' perception towards sexual imagery in alcohol advertising: An exploratory study in the UK, Germany and Italy’, Journal of Marketing Management, vol. 20, no. 5-6, pp. 607-623. Reichert, T, Childers, CC & Reid, LN 2012, ‘How sex in advertising varies by product category: An analysis of three decades of visual sexual imagery in magazine advertising’, Journal of Current Issues & Research in Advertising, vol. 33, no. 1, pp. 1-19. Pathak, S 2011, ‘Clean your balls’ with Axe’s Aaron Calloway’, Fins Sales and Marketing: Your Industry, Your Career. Gould, SJ 1994, ‘Sexuality and ethics in advertising: A research agenda and policy guideline perspective’, Journal of Advertising, vol. 23, no. 3, pp. 73-80. LaTour, MS & Henthorne, TL 1994, ‘Ethical judgments of sexual appeals in print advertising’, Journal of Advertising, pp. 81-90. Pollay, RW 2000, ‘The distorted mirror: Reflections on the unintended consequences of advertising’...
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...Marketing reflection Name Institution An organization cannot succeed without effective marketing, regardless of its reputation. Marketing is a process in which an organization understands the needs of customers, and delivers products to fulfill those specific needs at the right time and place. Marketing is a management function through which goods and services move from concepts to consumers. Throughout the course, my definition of marketing has changed. I used to think marketing is the same as selling, however there is a big difference. Selling is about the techniques used to get people to buy a product, selling even involves tricking people about characteristics of a product so that they can purchase. Marketing on the other hand is about prioritizing customer needs and ensuring that they are satisfied. Marketing is a complex process that is made up of various concepts that come together to ensure customer satisfaction. Marketing is not about getting customers to pay for the products, but it is about creating a demand for the product and satisfying customer’s needs. The definition of marketing is not complete without the 4P’s of marketing. Marketing is about creating the right product, at the right price, locating it at the right place and using the right promotion in the target market. 4Ps of marketing are the key concepts in marketing. Even with the right product, when the product is not placed in the right place at the right time an organization will fail. 4Ps...
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...Journal of Consumer Marketing Emerald Article: To buy or not to buy? A social dilemma perspective on green buying Shruti Gupta, Denise T. Ogden Article information: To cite this document: Shruti Gupta, Denise T. Ogden, (2009),"To buy or not to buy? A social dilemma perspective on green buying", Journal of Consumer Marketing, Vol. 26 Iss: 6 pp. 376 - 391 Permanent link to this document: http://dx.doi.org/10.1108/07363760910988201 Downloaded on: 28-05-2012 References: This document contains references to 76 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 4703 times. Access to this document was granted through an Emerald subscription provided by INDEPENDENT UNIVERSITY BANGLADESH For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Additional help for authors is available for Emerald subscribers. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald...
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...Visiting Assistant Professor: Kellogg School of Management, Northwestern University, 1997 – 1998 Marketing, Duke University, 1997 Psychology, Sofia University, 1990 B.A. Honors & Awards Ph.D. Ph.D. Education Psychology, Sofia University, 1986 Faculty Impact Award. Given by students to faculty demonstrating “true excellence in interactions with students,” 2009 Outstanding Reviewer, Journal of Consumer Research, 2008 Early Career Contribution Award, Society for Consumer Psychology/ American Psychological Association, 2005. Given annually to the most productive researcher in the field of consumer behavior who has been a faculty member for less than ten years. Fellow, Young Scholars Program, Marketing Science Institute, 2005 Outstanding Reviewer, Journal of Consumer Research, 2003 Chair’s Core Course Teaching Award, Kellogg School of Management, 2002 – 2003 Dean’s Recognition of Teaching Excellence, Kellogg School of Management (based on student evaluations), 1998 – present McManus Research Chair, Kellogg School of Management, 1998 – 1999, 2001 – 2002 Kraft Research Chair, Kellogg School of Management, 2000 – 2001 Fellow, American Marketing Association Doctoral Consortium, 1996 Honorable Mention, Alden G. Clayton Doctoral Dissertation Proposal Competition, 1995 Alexander Chernev 2/2012 RESEARCH Focus Research Articles (Peer Reviewed) Consumer Decision Behavior 1. Brough, Aaron and Alexander Chernev...
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...Analysis of Consumer Behavior quotes “We surround ourselves with valued material possessions as a matter of our lives taking course. A sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence”. Discuss Introduction Psychology is important in many aspects of business, not least in the whole area of marketing and advertising. An understanding of the consumer behaviour is an essential part of the psychology of marketing. This essay will firstly give an explanation of consumer behaviour. Following this, it will discuss the benefits of the applications of consumer behaviours. Finally, it will look at the explication of attachment in consumer behaviours in the quote “We surround ourselves with valued material possessions as a matter of our lives taking course; a sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence.” Consumer Behaviour Consumer behaviour is a complex, multi-disciplinary theory contributed from a variety of social sciences. The microeconomic demand theory, the foundation theory of market economy, is focused on what prospect effect the changes in income and price has on demand under the prerequisite of stable preferences; it does not provide explanation of the dynamics of the many factors in between, for instance, what influence income...
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