· Specify consumer psychology.
Consumer psychology is the self-discipline of analyze that examines why we all buy or perhaps use the services and goods we acquire, what the impulses are that compel all of us to buy or perhaps use those goods and services, and if we don't, the reasons why we all don't. That analyzes motivations, and looks to supply explanations regarding consumer alternatives. It also looks to discover the ways in which consumers produce decisions, and what impact on the decision-making process. A more formal description is, " Consumer psychology is a niche area that studies just how our thoughts, beliefs, thoughts and perceptions influence how people buy and relate to services and goods. " (Cherry)
· Describe the psychological principles discussed and the importance in developing a good marketing connection message. Inside the first article I read, the newspaper discussed globalization in markets by evaluating sales promotions in Singapore and Malaysia. The study discovered (in part) that, "... despite preceding assumptions... appropriateness is reliant in product type or nation choice”. (McNeill) But it also discovered that certain types of value added promotions would best in case the were focused on each certain market. The writer discussed the business culture takes on in customer behavior. Individuality and Masculinity dimensions results were similar intended for both countries, but electric power distance and uncertainty prevention scores were markedly diverse. These grading tools were developed by Geert Hofstede, a Dutch social psychologist whom created a ground-breaking study of cultures that may be still in use today.
The 2nd article discussed consumer behavior and storytelling, and "... how consumers use brands as props or anthropomorphic actors in stories that they report about themselves and others. Such theatre enactments allow these storytellers to experience effective myths that reflect psychological archetypes. ” (Miller, Suresh, Woodside). These kinds of archetypes talk to most ancient part of the client psyche, within a visceral way. The...
Reported: http://psychology.about.com/od/branchesofpsycholog1/a/consumer-psychology.htm, Cherry wood, Kendra, 2013
McNeill, Lisa, Sales campaign in Asia: successful strategies for Singapore and Malaysia
Asia Pacific Record of Marketing and Logistics, ISSN: 1355-5855
Burns, Kenneth Electronic., Sood, Suresh, Woodside, Posture G.
When Customers and Brands Talk: Storytelling Theory and Research in Psychology
and Marketing, Mindset & Promoting, Vol. 25(2): 97–145 (February 2008)
Printed online in Wiley InterScience (www.interscience.wiley.com)