September 6, 2014
This essay will discuss the definition of consumer psychology, and will describe the psychological concepts and their importance in developing a successful marketing communication message. It will further explain the relationship between consumer psychology and marketing communications. Consumer Psychology
Consumer Psychology examines how consumers process information and form judgments and how memory and judgment affect customer’s decision making. Research on information processing and judgment draws heavily on the theories and research methods of cognitive and social psychology. Therefore elaboration and cognitive resources serve as central constructs and experimental procedures are common in consumer psychology research. Theories borrowed from psychology are tested for robustness and are enriched by examining moderating and mediating conditions made salient by the consumption role and setting. (Tybout & Artz, 1994, p.xx).
Consumer psychology is a specialty area that studies how our thoughts, beliefs, feelings and 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". (Tybout & Artz, 1994, p.xx).
Successful Marketing Communication
Business and organizations research various ways to understand the consumers’ needs and develop an effective approach towards delivering their wants. Their principal is to accomplish consumer satisfaction. This implementation describes how consumer psychology and marketing works hand and hand. Consumer psychology is a key components in marketing decision tools for businesses to be and remain successful. This...
References: Tybout, A. M., & Artz, N. (1994). Consumer psychology. Annual Review of Psychology, 45, 131. Retrieved from http://search.proquest.com/docview/205823161?accountid=35812Leslie, D. (1995). Consumer psychology for marketing. The Service Industries Journal, 15(1), 112. Retrieved from http://search.proquest.com/docview/203356423?accountid=35812
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