...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 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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...GROUP INTERACTION JOURNAL ARTICLES Compiled by Lawrence R. Frey University of Colorado at Boulder Aamodt, M. G., & Kimbrough, W. W. (1982). Effects of group heterogeneity on quality of task solutions. Psychological Review, 50, 171-174. Abbey, D. S. (1982). Conflict in unstructured groups: An explanation from control-theory. Psychological Reports, 51, 177-178. Abele, A. E. (2003). The dynamics of masculine-agentic and feminine-communal traits: Findings from a prospective study. Journal of Personality and Social Psychology, 85, 768-776. Abele, A., Gendolla, G. H. E., & Petzold, P. (1998). Positive mood and in-group—out-group differentiation in a minimal group setting. Personality and Social Psychology Bulletin, 24, 1343-1357. Aberson, C. L., Healy, M., & Romero, V. (2000). Ingroup bias and self-esteem: A meta-analysis. Personality and Social Psychology Review, 4, 157-173. Abougendia, M., Joyce, A. S., Piper, W. E., & Ogrodniczuk, J. S. (2004). Alliance as a mediator of expectancy effects in short-term group psychotherapy. Group Dynamics: Theory, Research, and Practice, 8, 3-12. Abraham, A. (1973a). Group tensions as measured by configurations of different self and transself aspects. Group Process, 5, 71-89. Abraham, A. (1973b). A model for exploring intra and interindividual processes in groups. International Journal of Group Psychotherapy, 23, 3-22. Abraham, A. (1974-1975). Processes in groups. Bulletin de Psychogie, 28, 746-758. Abraham, A., Geffroy, Y., & Ancelin-Schutzenberger...
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...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 Programs, Psychology, and Social Sciences University...
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...have been planning a career in communications for several years, but as an undergraduate I concentrated on getting a solid background in psychology. After graduation, I took a job to allow myself time to thoroughly think through my plans and to expose myself to a variety of work situations. When I started my undergraduate career, I was faced with many challenges along the way. I had to make the decision to overcome these obstacles to accomplish my goals. Many past experiences in my life have shaped me into the person that I am today. For many years I have been interested in studying communications along with psychology. During my undergraduate years at William Paterson University, I studied psychology. Ever since my freshman year in high school, I have always been fascinated with how the human mind works. In the words of Sigmund Freud, “The mind is like an ice berg, it floats with one-seventh of its bulk above water.” This quotation is significant because it provides an overview of the human mind. Personally, psychology is vital in order to understand how the behaviors of people from different backgrounds fluctuate over time. The connection between change and time has always amazed me. In the field of psychology, there are various dynamics in order to understand how the mind works and how we understand one another. Psychology shows emotional and behavioral characteristics of an individual. As a result, I became fascinated with the field of psychology, which led me to explore its...
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...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 Programs, Psychology, and Social...
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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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...Introduction to Cross-Cultural Psychology Paper Yekaterina Tarkovsky PSY/450 Diversity and Cultural Factors in Psychology Stephen Northam / Professor November 23, 2015 The author of this paper would like to share the results of the study performed on the effects of cognitive appraisals of communication competence in conflict interactions. This study involves both Chinese and Western cultures. The researchers were investigating how differently people from both of these cultures perceive competence, appropriateness, and effectiveness of another party’s communication during conflict. At first, there was a pilot study which had thirty employees in Singapore. They were examining appraisals of communication competence in recalled intercultural conflict incidents. The competence of others was judged by western expatriates. They were determining whether the style of communication itself was direct as well as engaged. This was deemed to be judgements of effectiveness. The competence on interactional skills as well as knowledge on culture was judged by host-nationals. This was deemed to be judgments of appropriateness. The quasi-experimental study followed the pilot study. In this study, two parties comprising of university students. One party had one hundred twenty eight Australian students and the other one had on hundred eight Chinese students. The results of this study had showed that students from Australia discriminated between four different types of conflict styles more...
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...Running head: CROSS-CULTURAL PSYCHOLOGY Cross-Cultural Psychology Charlene Marasco PSY/450 Sally Fleming March 28, 2011 Cross-cultural psychology Cultural psychology is an interdisciplinary program of research that explores the relationship between individual minds and the complex environments in which they are deployed. The approach focuses on the contribution that content-rich, complex environments – ranging from workplaces to cultural traditions to nation states – make in shaping basic cognitive processes. The comparative approach, or cross-cultural approach, uses experimental methods to compare and contrast groups in their performance on a range of psychological tasks with the objective of demonstrating cultural difference and commonality on some psychological aspect in the lab and field (Cultural Psychology., n.d). Cross-cultural psychology Cross-cultural psychology is a comparative study of cultural effects on human psychology, from different cultural groups, which looks at the psychological diversity and the underlying reasons for such diversity. Meaning how people in groups relate to the environment and the world around them, like feelings, thoughts, how and where they live, and how cultural groups at one point interact with another group. Cultural psychology is contributing significant insights into higher-order...
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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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...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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...1 COM 802: Communication Research II Spring, 2007 - Syllabus Professor: Gwen M. Wittenbaum, Ph.D. Office Location: 559 Communication Arts Bldg. Office Phone: 353-8120 Email: gwittenb@msu.edu Office Hours: Tuesdays and Thursdays, 1:30 – 2:30 p.m., and by appointment Class Meets: Tuesdays and Thursdays, 10:20 a.m. – 12:10 p.m. in room 474 COM. Required Readings Crano, W. D., & Brewer, M. B. (2002). Principles and methods of social research. Mahwah, NJ: Lawrence Erlbaum Associates. Articles and book chapters are posted on Angel (http://angel.msu.edu) Course Description This course provides in-depth coverage of research design and measurement. As a companion to its precursor, COM 801, this course outlines how to measure constructs of interest and design research to test issues of theoretical importance. Students will learn a variety of research methods, such as experimental and survey designs, laboratory and field research, and methods of studying individuals and groups. The course exposes students to measurement issues (e.g., reliability and validity) and approaches (e.g., self-report measures, behavioral observation and coding). Students will practice evaluating the design and measurement of research articles and reporting their own research. Course Objectives 1. To understand and implement a variety of research designs. 2. To understand and implement a variety of measurement techniques. 3. To practice critical evaluation of research articles. 4. To...
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