Consumer Psychology Analyzed

In: Philosophy and Psychology

Submitted By jetmad1
Words 858
Pages 4
Consumer Psychology Analyzed
The choices made in everyday life are personal preferences. Whether it is which brand of cereal to eat in the morning, which mode of transportation to use, or which style of clothes to wear. These are examples of personal choices that have several other alternatives to pick from. The focus of consumer psychology is on understanding and explaining the psychological factors that influence these choices, purchases, and usage behaviors [ (Bettman, 1986) ]. Businesses need to have an understanding of consumer psychology so they can bring to market a product the consumer wants. Consumer psychology can include information, such as what motivates people to choose one product or service over another, what factors are most important in choosing a product, and how customers determine the value of a service.
Psychological concepts are important in creating a successful marketing communication message. Some of the areas for a business to focus on to understand consumer buying decisions are motivation, perception, learning, and attitude.
Motivation is the inward drive we have to get what we need [ (Raymond, 2012) ]. The basic needs are food, water, and sleep as determined by Abraham Maslow in the mid 1900’s. Once these needs are satisfied a person will turn to higher level needs. These needs may arise at different times in a persons’ life. For instance, as a teenager social needs may have played a part in buying certain clothes or electronic items. Later the need for esteem may prompt a person to get a professional degree helping help establish his or her place in life. As a person gets older they may have the need to feel safe and secure which can influence decisions surrounding financial investments or purchases. A business should recognize the different needs a person has and be able to cater to those needs. This scenario is good for the…...

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