The Truth of Marketing and Psychology
University of Phoenix
October 7, 2013
Consumer psychology is a sub-branch of social psychology that falls under the umbrella of psychology. A consumer is a person or group that uses a service of product. Psychology is the study of the mind. These two words, when put together is the study of the human mind concerning “why” and “how” it decides why, what, where, and when to consume a product or service. Consumer psychology seeks to uses different method to understand the consumer and the inter working of their minds. The sole purpose of the branch of study is to help improve marketing. It can be said “A good product with bad marketing will not sale, but a bad product with good marketing will sale”. Consumer Psychology is used to make every product that is produced, marketable to the proper demographics. “Brand” what is a brand? Is it just a name on a product or service? Does it mean more? Without the skillful marketing and associations, a brand is just a name on a product or service. There are shoes that are as effective in protecting your ankles and absorbing shock from impact as a pair of Nike’s Air Jordan’s. But, they carry no relation to any emotional significant moments in sports, they are not associated with athletes that have been idolized or dramatized in a positive perception by the media. Thus, the none branded product is only brought or sold by those during the research to know that this none branded product is cheaper in price and just as effective. With the knowledge or “truth” that a significant portion of the population fall victim to brand loyalty regardless of the truth concerning about the product or service, it is a good idea to develop or attach a “brand” connected to product(s) or service(s). Symbolism is basically another expression of saying “A picture says a thousand words”. A successful marketing campaign according to the article(s) is...
References: Berns and Moore, 2012 G.S. Berns, S.E. Moore A neural predictor of cultural popularity
Journal of Consumer Psychology, 22 (1) (2012), pp. 154–160
Aaker, 1991 D. Aaker Managing brand equity: Capitalizing on the value of a brand name The Free Press, New York (1991)
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