November 13, 2012
Dr. Sharlyn Moore
Consumer Psychology and Marketing Communications Article Analysis
Consumer Psychology is the art of determining consumer requirements through study and analysis of consumer spending and purchasing habits relating to products or services advertised for sale. The analysis portion focuses on consumer motivation concerning products and mood relative to purchasing products. The Cherry (2012) website Consumer Psychology is a specialty area that studies how our thoughts, beliefs, feelings, 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.
Psychological variable associations with buyer behavior represent a very significant part of what researchers study about consumers. Historically, the emphasis has been on several important areas: needs and motivation, perception, learning, attitudes, and psychographics. Many investigations into psychological characteristics and buyer behavior ultimately emphasize the existence of market segments and how well those segments predict differences in consumer activities, examining the intrinsic qualities of individuals and how those identifications facilitate targeting consumer groups (McDonald, 1994).
According to the Society for Consumer Psychology, division 23 of the American Psychological Association, consumer psychology employs theoretical psychological approaches to understanding consumers. Consumer psychologists study a variety of topics, including how consumers choose businesses, products, and services, the thought processes, and emotions behind consumer decisions. Other factors... [continues]
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