Psychology of Marketing
The world of marketing and advertising is a chain of different components which are connected. These components overlap and supplement each other. One of the main aspects is psychological aspect of advertising and marketing. Taking into account the consumer's opinion and behavior it is possible to make goods more popular and so to sale more items of this or that good. It is obvious that the most effective goods are those that are advertised extensively. Another fact is that consumers can be persuaded by both logical and emotional arguments; it depends on the way these arguments are presented. Consumer's behavior can be defined as "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" (Hawkins, 1998).
We can speak about behavior of one individual, group of people and organization. In context of organization, for example, colleagues decide which products to use in their firm. The field of marketing interest is consumer's disposal of this or that product because it can encourage new consumers. Product disposal is also usually relevant to the environmental problems, for example, motor oil, pesticides, different chemical products pollute the environment and their usage should be controlled. We also cannot leave without attention the impact of consumer behavior on society because it can have serious consequences. Aggressive advertising of easy credits or fast food may have negative impact because these products can endanger economy and health of the nation.
There are three applications of consumer behavior: marketing strategy, public policy and social marketing. Consumer behavior causes the appearance of special marketing strategy as a result, which is aimed to make marketing campaigns better and to attract more consumers. Taking...