Pys 322

Consumer Psychology and Marketing Communications Article

PSY/320

September 16, 2013

The interest in consumer psychology is continuing to grow. It is important to have an understanding of why customers buy certain brands, and prefer them over others. This behavior is based on what he or she is familiar with, compared to the quality of the goods or services. There is more than just picking out a product and purchasing the item, a thought process, motivations, influences, and emotions. This paper discusses and analyzes two articles related to consumer behavior when purchasing goods and services. The first article is about Trademarks, Consumer Psychology, and the Sophisticated Consumer, 2008 from Emory Law Journal, 2008.

The second article is about the author Rachel Bowley, and how she used romantic and classic to distinguish between the two most ordinary consumers. “The romantic mind is all over place in its own place, treating the car as a luxurious interior stocked with gadgets to suggest and satisfy every momentary hedonistic whim” (1992, p. 6). “The classical mind, for the producer and consumer alike is thus based on principles of utility, security, and all above saving (of time, money, and mental effort” only one track” (1992, p. 6). The advertisement of psychology is concerned with what is in mind, and the light of the question, and what it will bring at the point of the purchase. This is how individuals make decisions and make choices.

“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.” (2013, p. 2). This can be something as simple as and individual seeing or hearing self-advertisement, recommendations, common advertisement, and the purchase of what he or she is used to buying. This will have a direct impact of the decision on what was bought. “Professionals in this field look at things like the decision-making process, social...