The Psychological Effects of Marketing

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Introduction
One of the main principles of marketing is “Do not find customers for your product, find products for your customer” stated by marketer, Seth Godin. This principle is often used by the most successful marketers of today. For ages, marketing has been used by people as a tool to bring together the sellers and the consumers. Marketing is responsible for creating such satisfying exchange relationships between the seller and the buyer through the right combination of the marketing mix namely, product, price, promotion, and place. It is distinct from selling because selling is just about getting an exchange of product and cash whereas marketing is concerned with an ongoing relationship with a consumer through satisfying their needs to increase consumer demand (Business Dictionary, 2012). Distinct objectives and an emphasis on the aims of the business entity are necessary elements in a marketing strategy. When it comes to such strategies, the entity tries to target different markets through their thought-of corresponding planned activities and with the use of the information to their competitive advantage. The correct combination of the marketing mix should also be developed to their different planned activities to further develop such strategies (Pride, Dibb, Sinkin, Ferrell, 2001). Furthermore, marketing strategies is the groundwork for a marketing plan in which every business should have. It is about integrating their marketing objectives into such plan and using the information from the marketing research to come up with the correct marketing mix (Business Dictionary, 2012). Marketers often try to find strategies which appeal most to their target market and in return, consumers are attracted to their product or service. There are different types and combinations of marketing strategies commonly being used these days which can target the emotions of consumers and persuade them to purchase the company’s product. A part of the marketing strategies is not just about introducing a product but it is also about giving off subliminal messages to consumers to subconsciously motivate them into buying or at least remembering their product or service (Comstock, 2012). This paper is going to focus on the Psychology of Marketing Strategy: how it creates subliminal messages among consumers, how it affects the needs of consumers, and how it raises ethical issues behind the manipulation of consumers. Firstly, marketing strategies create subliminal messages among consumers through the use of psychological tricks. According to Dr. Robert Cialdini’s famous book, “Influence: The Psychology of Persuasion”, there are six types of psychological tricks in selling. The concept of these tricks is widely used by several marketers. The first psychological trick is reciprocity. It is a very powerful principle since it makes marketers give consumers something for free and in return, the consumer feels obliged to return the good deed. The trick is about giving the possible consumers something of high value but the expense of producing it is cheaper. The next psychological trick is called scarcity. The concept of scarcity is about giving the consumers a feel of urgency to purchase their product by making it available only for a certain period of time. The third psychological trick is commitment. Marketers use commitment to make possible consumers take small steps to buy a product. The fourth psychological trick is consensus. It is used to give off the bandwagon effect amongst the consumers. The purpose of this trick is to make individuals feel like everyone has the product and so, he or she must have it as well in order for one to belong to the crowd. The fifth psychological trick is authority. It is about making possible consumers believe that someone knowledgeable and famous use the product or service. By knowing that such person uses or recommends the product, they are encouraged to also purchase the product. The sixth...
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