Consummer Psychology and Marketing Communication Essay
Consumer Psychology and Marketing Communication: A view to Concepts and Drives
February 27, 2013
This essay will discuss the definition of consumer psychology, and 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 Psychology and Marketing Communications: A view to Concepts and Drives
Business and organizations look for ways of understanding consumers’ needs and the best way to approach and provide those needs. Their goal is to achieve consumer …show more content…
Psychological Concepts and Marketing Communication Message
Three key concepts that consumer psychology uses are: * Peoples variables. It refers to consumer personality, opinion and decision process, as well as attitude. * Situation variables. This concept addresses the effects initiated by marketers. For example advertising, websites, product package and labels, discount coupons, key places for exposure for point-of-purchase, as well as different types of media such as periodicals to name a few. * Person by situation interactions. This refers to understanding of how people and organizations interact between each other. It also looks at the different ways some people respond in different situations as not everyone act the say way in all situations.
These three main concepts play an important role in