Consumer Psychology & Marketing Communications

PSY/322

December 1st , 2014
Kimberly DeSimone
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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. Consumer Psychology also attempts to study the characteristics of how a consumer’s demographics play a role in the needs and wants of consumers. “Research on information processing and judgment draws heavily on the theories and research methods of cognitive and social psychology. Thus, elaboration and cognitive resources serve as central constructs and experimental procedures are common in