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 phones capability was huge. This was a very well thought out process because “Apple” did a lot of research about the way that the new economy is going and the use of technology. About 95% of young adults has cell phones and 98% of those are “smart phones”. The “Apple” organization had this information and used it to their advantage. The “apple” company launched an application that consumers