...Consumer Psychology and Marketing Communications PSY 322 Consumer Psychology and Marketing Communications Consumer psychology has the purpose of “acquiring knowledge for the sake of understanding and predicting important aspects of real life behavior” (Katona, 1967). The business community has been trying for years to find what makes people buy what they do. They also want to understand future predicted behavior as well. This is a study of the dynamics that affect the behavior of consumers. According to Walsh in her review of Foxall and Goldsmith, consumer research is very important when compared to the decision making role of managers. The authors also write about consumer concepts like market segmentation and product positioning strategies. With the first example, market segmentation, deals with the needs and wants of consumers. As learned in class, this is a strategy that can help companies know more about consumer preferences but also more about their individual behaviors and choices. Walsh does not really get in to detail of what product positioning strategies are but she did mention they are “part of the product life cycle” (Walsh, 1997). Walsh does go on to mention that the book does have a significant psychology social science section that deals with attitudes, behaviors, and motivations. Walsh reveals that this book is a good source of information for aspiring and on the job marketing managers. Not everyone is completely on board the consumer psychology...
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...CONSUMER PSYCHOLOGY & MARKETING COMMUNICATIONS PSY322 May 13, 2013 Charles Dudek This purpose of this paper is to analyze two articles in the context of consumer psychology and marketing communications. The fist part will define consumer psychology looking at why consumer behave the way they. The paper will also examine how research has made it easier to predict human behavior exploring its benefits. The aspect of using what has been learned about consumer psychology will be looked at, more specifically with young consumers. Most people learned early in school that “ology” mean the study of when speaking of a science such as biology or physiology these are for the most part exact and most variables are controlled. However, when we look at human psychology it is a different animal altogether, literally. Human behavior can be extremely unpredictable. Defining consumer psychology can be difficult to do in just a phrase or sentence. There are many factors that go into why consumers behave the way they do. Motivation is one of the most important factors. Consumer psychology is most commonly defined, as the study of how and why consumers buy products and services. One could argue that a better definition would be Consumer psychology is the study of human motivation. What drives us, what are the known and unknown needs at the core of our psyche? Whether it be what we buy, what relationships we seek or what self-actualizing dreams we seek to fulfill...
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...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 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 Consumer Psychology and Marketing Communication Marketing messages are essential components that are needed in order to attract consumers. Consumer psychology must be understood before marketing messages can be expressed. Hence, marketing communication and consumer psychology both have a tying relationship. Consumer psychology can best be defined as the way individuals feel about certain goods and services they purchase. For example, a person’s thoughts, beliefs, feelings and perceptions will influence how they will buy and relate to certain goods and services. A family of five people for example, will probably want to purchase a large vehicle such as a sport utility vehicle for a large family. There are two articles which describe the concepts of consumer psychology and marketing communication, and examples are given to better understand both concepts. Castronovo and Huang explain how “Word-of-Mouth” marketing can be an efficient way to promote certain goods and services. Consumers rely on this form of marketing because they have an opportunity to hear the opinions of other individuals who have previously purchased goods or services. If goods or services are psychologically risky, it is more probable for consumers to rely on “word-of-mouth” marketing. Word-of-mouth marketing is also essential for several social media outlets. Society in the twenty-first century relies heavily on the internet, hence social media such as linked in, facebook...
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...Consumer Psychology Article Review Annie Pettigrew PSY322 May 10, 2014 Chawn Williams Consumer Psychology Article Review “Consumer psychology is a specialty area that studies how our thoughts, beliefs, feelings and perceptions influence how people buy and relate to goods and services. One formal definition of the field describes it 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"." Professionals in this field look at things like the decision making-process, social persuasion and motivation to help understand why shoppers buy some things but not others. In this overview of the profession, learn more about what consumer psychologists do and where they work (About.com, 2014).” In the article, The Consumer Psychology of Brands, the consumer judgment of brands is discussed. The article shows a model of brands that includes practical studies such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment. “The model below shows the difference between three levels of how a consumer engages (object centered, self-centered, and social) and five process (identifying, experiencing, integrating, signifying and connecting). The article concludes with research ideas to test the model using both standard and consumer-neuroscience methods. ("The...
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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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...Consumer Psychology & Marketing Communications PSY/322 December 1st , 2014 Kimberly DeSimone Consumer Psychology & Marketing Communications Are you unhappy with the way your body looks? Do you have unwanted stubborn fat that just will not go away? Want to feel and look sexy in that bikini again? Want to have those defined six pack abs and muscles? Then what are you waiting for? Change your body starting today! Lose twenty pounds and tone up in just two months with our: healthy meals, workout routine and our new all natural diet pills that just makes the fat melt off. Whether you are in shape and just trying to get more cut or have been struggling with weight issues your whole life, give us a call. It will only take twenty minutes out of your day to see which one of our Body Changing Plans is right for you. Advertisements and infomercials like these are utilizing consumer psychology and marketing communications strategies. Consumer psychology is the study (attempt) to understand the decision-making process of consumers, how emotions affect the consumer’s purchasing behavior. Marketing communications is the strategy used by a company to reach their target market (group of consumers) through various types of communications (television ads, magazines). Research Consumer Psychology is the study of consumer behavior, marketers attempt to understand the decision-making process of products that a consumer buys and how emotions play a part of that purchase...
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...Consumer psychology is a specialty area that studies how our thoughts, beliefs, feelings and perceptions influence how people buy and relate to goods and services. One formal definition of the field describes it 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". (Hawkins, Motherbaugh, & Best, 2007). Consumer psychology is used for the development of successful marketing strategies. Marketing strategies are produced through many different types communication pathways. More specifically, “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.” (Greene, 2013). A great example of how consumer psychology was implemented was in 1996 when the “Tickle me Elmo” doll came out. When Tyco Toys first initially cam out with the doll, most of the market did not purchase the item. Many seemingly speculate that it was because around the same time, many other forms of the same toy were coming out such as cabbage patch kids, easy bake ovens, and more. Tyco took all the Elmo dolls off the shelves, reported that more were coming in the Christmas months, the demand sky-rocked as well as the price. Seemingly, the market interpreted the “more...
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...Individual 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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...| Business, Management, Marketing, and Related Support Services, Social Sciences, Psychology, Communication, Journalism, and Related Programs, and Liberal Arts and Sciences, General Studies and Humanities | Humboldt State University | Natural Resources and Conservation, Visual and Performing Arts, Social Sciences, Biological and Biomedical Sciences, and Liberal Arts and Sciences, General Studies and Humanities | Los Angeles Film School | Film | Colorado Mesa University | Business/Commerce, Registered Nursing/Registered Nurse, Kinesiology and Exercise Science, Psychology, and Biology/Biological Sciences | Rocky Mountain College of Art & Design | Art & Design | University of Northern Colorado | Health Professions and Related Clinical Sciences, Multi-/Interdisciplinary Studies, Business, Management, Marketing, and Related Support Services, Social Sciences, and Communication and Media Studies | Western State Colorado University | Business, Management, Marketing, and Related Support Services, Parks, Recreation, Leisure, and Fitness Studies, Social Sciences, Psychology, and Visual and Performing Arts | Colorado State University | Business, Management, Marketing, and Related Support Services, Family and Consumer Sciences/Human Sciences, Biological and Biomedical Sciences, Communication, Journalism, and Related Programs, and Social Sciences | Quinnipiac University | Health Professions and Related Programs, Business, Management, Marketing, and Related Support Services...
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...Northridge Business, Management, Marketing, and Related Support Services, Social Sciences, Psychology, Communication, Journalism, and Related Programs, and Liberal Arts and Sciences, General Studies and Humanities Humboldt State University Natural Resources and Conservation, Visual and Performing Arts, Social Sciences, Biological and Biomedical Sciences, and Liberal Arts and Sciences, General Studies and Humanities Los Angeles Film School Film Colorado Mesa University Business/Commerce, Registered Nursing/Registered Nurse, Kinesiology and Exercise Science, Psychology, and Biology/Biological Sciences Rocky Mountain College of Art & Design Art & Design University of Northern Colorado Health Professions and Related Clinical Sciences, Multi-/Interdisciplinary Studies, Business, Management, Marketing, and Related Support Services, Social Sciences, and Communication and Media Studies Western State Colorado University Business, Management, Marketing, and Related Support Services, Parks, Recreation, Leisure, and Fitness Studies, Social Sciences, Psychology, and Visual and Performing Arts Colorado State University Business, Management, Marketing, and Related Support Services, Family and Consumer Sciences/Human Sciences, Biological and Biomedical Sciences, Communication, Journalism, and Related Programs, and Social Sciences Quinnipiac University Health Professions and Related Programs, Business, Management, Marketing, and Related Support Services, Communication, Journalism, and Related...
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...Consumer Psychology Analyzed The choices made in everyday life are personal preferences. Whether it is which brand of cereal to eat in the morning, which mode of transportation to use, or which style of clothes to wear. These are examples of personal choices that have several other alternatives to pick from. The focus of consumer psychology is on understanding and explaining the psychological factors that influence these choices, purchases, and usage behaviors [ (Bettman, 1986) ]. Businesses need to have an understanding of consumer psychology so they can bring to market a product the consumer wants. Consumer psychology can include information, such as what motivates people to choose one product or service over another, what factors are most important in choosing a product, and how customers determine the value of a service. Psychological concepts are important in creating a successful marketing communication message. Some of the areas for a business to focus on to understand consumer buying decisions are motivation, perception, learning, and attitude. Motivation is the inward drive we have to get what we need [ (Raymond, 2012) ]. The basic needs are food, water, and sleep as determined by Abraham Maslow in the mid 1900’s. Once these needs are satisfied a person will turn to higher level needs. These needs may arise at different times in a persons’ life. For instance, as a teenager social needs may have played a part in buying certain clothes or electronic items. Later the...
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...Consumer Psychology And Marketing Analysis Emily Anne Levin PSY/322 December 9, 2013 Don Crabtree Consumer Psychology and Marketing Analysis Consumer psychology plays a very important role in defining what types of marketing are needed in order to create brand loyalty from the consumer. Throughout the years, from data that are collected using consumer psychology what has been found is that there is a much broader scope needed in consumer-behavior research in order to create a fine tuned marketing concept to not only have the consumer purchase an item, but to ultimately create brand loyalty, so the marketing does not need to be constantly changed. Where innovation is important in all areas of business need for constant innovation in marketing can be lessened through fine tuning the research of consumer psychology. In the article, “The Seven Sins of Psychology” by Michael Tuan Pham (2013), Pham expresses the need to create a larger scope in the research of consumer psychology. The article “The Consumer Psychology of Brands” (2012), author, Bernd Schmitt follows what Pham states by explaining how to create brand loyalty through marketing based upon the research of the behavior of the consumer. According to "Brittanica.com" (n.d.), consumer psychology is the “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...
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...Role of Advertising Advertising creates a communication relationship between the producer or the provider of a service and the target group or the consumers. The main task of psychology of advertising is to motivate the consumer to take the desired action, to buy the promoted product or service. That is why more and more sophisticated forms and tools for reaching the goal set by the advertisment creator are used. The aim of this study is to determine whether an individual's temperament plays a major role in favouring a particular advertising spot and to identify which type of advertising corresponds with the type of a consumer’s personality temperament. By means of this research, the existence of a relationship between temperament of individuals and their perception of various types of advertising spots (funny, calm, nostalgic, dynamic) was recorded. A successful advertisement should be aimed properly at a given group of individuals whom it should effectively reach. For that reason, psychology becomes an essential part in marketing and advertising strategies. Advertising is a way of informing the public about the producer's own activities, products, services for the purpose of establishment, or increasing the market needs and thereby increasing the profit of a company which uses this advertising. It is a controlled communication process of a non-personal character which through mass media tries to introduce a specific object to the product and also affect its selling...
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