Consumer Psychology and Marketing Communications Article Analysis

Consumer Psychology and Marketing Communications Article Analysis

Consumer Psychology and Marketing Communications Article Analysis
PSY/322
November 19, 2012

Consumer Psychology and Marketing Communications Article Analysis
This paper will define what is consumer psychology is and show its relationship with marketing communications. An overview will be discussed about the psychological concepts of consumer psychology and its importance of developing an effective marketing communication message. It is crucial for effective marketers to know how to use their knowledge of consumer psychology for the development of effective marketing promotions of its products and services.
Perner (2010), consumer psychology is “the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society” (para. 2). Recognizing the importance of consumer behavior is vital for the development of any successful marketing message for the public. For example, marketers understand that is best to show a television advertisement of snack products during the period in which the viewer is more prone to be hungry such as late afternoon (Perner, 2010),
There are various ways in which data and information about consumers are attained.   Marketers and businesses often utilizes mail questionnaires, phone surveys, online surveys, focus groups, scanner data, and personal interviews to learn more about consumers and customers of their respective businesses. It is important to understand the habits of consumers and the reasons for the way that they shop.   The knowledge of customers’ habits, patterns and thought processes assist companies with their informed marketing strategies. This information is crucial for the formulation of effective marketing which retain current customers and attract new customers as well (Perner, 2010).
Consumer’s memories can be affected by prior knowledge and their...

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