Humanresource 300

Consumer Psychology and Marketing Communications Article

Week One

Takeshia Seeden

PSY/322

10/7/2013

Earnest Broussard, Jr

University of Phoenix

Consumer Psychology and Marketing Communication

Consumer psychology can be described as the study to define why when and how consumers may are may not purchase a product. Consumers are bombarded with advertising ever day of their lives on television, media outlets and billboards. Determining what advertisements are appealing to consumers can be determined by age, race and gender. Developing a great marketing strategy is an important way to reach the target audience. The content in this paper will define consumer psychology, describe the psychology concept discussed and importance in developing marketing message. The paper will define the relationship between consumer psychology and marketing communication.

Define Consumer Psychology

Consumer psychology can be defined as market behavior of a customer, psychologist have examined the habits, preferences, and customs of different consumer groups to test new product ideas. Psychologist use the information to discover why consumer purchase the goods and services they buy what compels the consumer to buy the product or service or why not. The research found by consumer psychologist can be used to help formulate new products and design advertising campaigns. Consumer psychologist studies feature like behavioral and demographics of individual or groups to understand their needs and want. “Getting into the unconscious territory were people are being directed to make purchases for reasons they are not clear about can be defined as consumer psychology as well”(“Forbes”,2013)

Psychology Concept

Americans are always looking for the next big product so marketing is an extremely important method for consumers to purchase products. Many people respond to a product by the way it is marketed so development of good marketing...