Consumer Psychology Analyzed Essay

843 Words Feb 12th, 2013 4 Pages
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
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It is things that affect the senses – sight, hearing, taste, touch, and smell. Businesses realize that people perceive differently and try to compensate for that with various methods. On a daily basis consumers get messages from TV, radio, or the internet. Some of this information makes it to the brain the rest is filtered out. This is called selective attention. There is also selective retention in which a person may forget information even if it is relevant to him or her. Selective distortion is a term that refers to the tendency of people to interpret information in a way that will support what they already believe. Instead of taking in all the facts a person may hear only what they want to hear. Businesses try to overcome these different perception issues by various methods such as repetition of ads, shock advertising, catchy slogans or jingles, and product placement.
Learning for consumers is the process in which they change their behavior after gaining information or experiences. Learning affects not only what a person buys but how he or she shops. Companies will use various methods to try to help the consumer learn about a product. An example of this is the free food sample in a grocery store. A consumer is able to taste and see how the food looks without any commitment. Another method used is repetitive behavior. A company will offer a reward for buying their product or service. They may give the consumer a toy in a cereal box, a

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