StudentShare solutions
Triangle menu

The Psychology of Marketing - Essay Example

Extract of sample
The Psychology of Marketing

This might not have been possible without the existence of those valuable possessions. This approach depicts a unique psychology of the consumers, which would be discussed in details in this essay. This trait or characteristics which the consumers portray can be evaluated within the domain of the consumer behaviour. The psychology of consumers cannot be understood without referring to the personal values. Though consumer researchers have largely ignored the importance of value in consumer behaviour, but consumer value has shown signs of being a challenging area in consumer research. Personal values have significant implications for the consumer researchers. The term value means different things in different disciplines. In anthropology value signifies the social elements which drives out or provokes reaction from an individual. In case of sociology, value means to focus on the customs or ideologies. It is a concept which groups together to form a mode of behaviour in the society. Psychology examines value from the perspective of personal motives and attitudes. Values are accountable for the assortment and protection of the goals which human beings struggle to achieve and at the same time regulate the manner and the method in which the struggle takes place (Vinson, Scott, and Lamont, 2002, p. 44-45). Possession reveals the characteristics of the possessor. So if possession is measured in terms of material values, then a relationship can be drawn between personal values and possession. The link between these two aspects is materialism. Materialism is actually the value which symbolizes the perspective of an individual regarding the position possession should have in his/her life. It has been discussed that the individual holding solid material values put possession and also acquisition of such as a centre of their lives. Value possessions are means to achieve happiness and acts as an indicator of success for the possessor. Thus it can be said that materialism is closed tied to value possession and its usage in an individual’s life (Richins, 1994, p. 522). In this context the difference between personality and value can also be studied. Value has an evaluative component which lacks personality and it relates to our belief that we should do. Personality on the other hand involves those things that we naturally do, without pretending what we are doing. Personality traits of an individual do not conflict with each other, but values do (Parks, and Guay 2009, p. 677).The perception, values, attitudes, self-concept affects the consumption pattern of an individual. It reflects the type of products or services the consumer is willing to use or required. The consumption pattern is also largely affected by personality traits of an individual such as aggressiveness, compulsivity, etc. Apart from this self-identity, or self concept also affects consumption. The elements of value such as ethics, materialism, influence the buying behaviour or consumer behaviour largely (Ruvio, and Shoham, 2011, p. 1089-1091). There are three psychological terms that needs to be discussed in this context are the self-image, self-identity and self concept. It becomes important to discuss these concepts which evaluating the significance of personal values and possessions. Self image denotes the total subjective insight of oneself, which includes the impression of the individuals’ personality and capabilities. It has been also said that self-image is the mental ...Show more

Summary

The Psychology of Marketing “A sense of linkage to the concrete and observable world external to ourselves permits us to obtain a sense of stability and continuity in an otherwise less stable existence” (Schultz, Kleine, and Kernan, 1989, 359-366). This study revolves round these famous words mentioned by Kleine S…
Author : elmokunde
The Psychology of Marketing essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"The Psychology of Marketing"
with a personal 20% discount.
Grab the best paper

Related Essays

Implementing Integrated Marketing--- marketing communication strategy
It is worth to note that the multinational corporations have geographically dispersed value creation sites, distribution and sales points and this presents a challenging scene in which the cross-culture aspect of the global market must be captured. A lot of research has therefore been in progress to develop the best marketing communication strategy that will capture the cultural differences across various countries or regions that share the same product (Bjerregaard, Lauring, Klitmoller, 2009, pp.56).
16 pages (4000 words) Essay
Marketing Research
for a small-scale study to be conducted in Kingston, Ontario. Problem Statement Swing Jacket Inc. is a firm which specializes in the production of Swing Jackets. A Swing Jacket is a strap-on training device for golfers meant to ensure a proper swing. Since, their inception, the firm has had difficulties reaching consumers through the golf stores as the Jackets have been said not to be user friendly and that he design is complex.
7 pages (1750 words) Essay
The Psychology of Marketing
Research scholars have identified that value attached with a product plays pivotal role on directing goals, motives and attitudes of consumer behaviour also motivates customer to purchase the item. Many customers believe that possessing a particular valued item will reflect and communicate their character to external world.
8 pages (2000 words) Essay
The Psychology of Marketing
It is nothing new to say that consumers have a number of objects to which they are either weakly or strongly attached (Wuyts and Geyskens, 2005). The principal pending revelation is what the attachment that exists is and where it comes from.
8 pages (2000 words) Essay
Marketing@ psychology
Psychology and Marketing, 29(11), 822-835 The authors reveal that e-commerce experts have for a long time worked to take advantage of existing internet technological characteristics to enhance the experience of consumers online. It is imperative to note that the number of online consumers has significantly increased over the years.
4 pages (1000 words) Essay
Marketing Psychology
This is because industry is not just about production of goods; it actually is about the wants, needs and satisfaction of consumers (Levitt, 1960). Understanding of consumer culture helps the industry to achieve these objectives of customer satisfaction leading to its ultimate goal of high profit.
6 pages (1500 words) Essay
Psychology
This was because I felt that it was important to master the universally accepted dictum. I ran a cosmetics company in Morocco before I pursued the degree course. I gained a fair understanding of marketing basics and thus the same
2 pages (500 words) Essay
MKTG 3000
After using iphone for a week, I have realized that the utility of this phone is much more than the advertised claims. In my opinion, Apple failed to advertize this product properly when we consider the utility of
2 pages (500 words) Essay
Psychology of Marketing
ocesses that occur between the time the potential consumer receives the stimuli (the enticing note for sale) and the time they decide on whether to make the purchase. The authors Kolter and Keller (2012) argue that four key psychological processes (motivation, perception,
1 pages (250 words) Essay
Marketing Psychology
Processing of information is carried out by a network of neural circuits that have evolved to solve problems related to adaption and behaviour change in humans (Cosmides & Tooby 1997, p.4). As a result, to understand certain behaviours, we have to consider the
8 pages (2000 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation