Consumer Psychology and Marketing Communication

Consumer Psychology and Marketing Communication

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PSY/322

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Introduction

This short essay will discuss the definition of consumer psychology, it 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 Psychological/Concepts

Consumer psychology is mainly concerned with the market behavior of consumers. It involves the critical analysis and the study of the consumer methods and trends of selecting products in the markets. It also includes the impact of the services they expect and what they experience. According to Encyclopedia Britannica (2014), knowing the attitudes of consumers helps to formulate new products and design advertising campaigns. In the market analysis the consumers in this case are groups of people, organizations or even specific individual within a given economic concept. The study of the concepts that affect and determine their trends of purchasing and positioning of the products will help in the communication and the designing of the market strategies in the market. Recognizing the importance of the consumer behavior is vital in the creation of a fruitful marketing communication and strategy. The understanding of the consumer behavior and psychology will help in the identification of the right time to take given products to or withdrawing from the market (Stăncioiu. et al 2013).

The consumer concepts can be advertising certain products during given times when the consumer is in dire need of the product. Supplying products and trying to persuade the decisions of the customers by the economic psychologists. It involves the follow up of the behaviors of the consumers during certain times of the economic period. This study also involves the identification of the roles of moods, beliefs, feelings, perceptions, opinions or thoughts of the consumer and the extent to which they have an impact on taste, preferences and abilities of the consumer to purchase certain products (Avnet, Pham & Stephen, 2012).

Significance