Consumer Psychology Essay

1044 WordsMar 7, 20145 Pages
Consumer Psychology and Marketing Research Psychology and marketing go hand in hand. In order to successfully sell a product, marketers must understand why consumers purchase a particular item. The needs and wants of consumers are often completely different animals. A marketing plan built with even a partial understanding of a consumers behavior patterns in mind will have an excellent chance to succeed. The two articles I have chosen are Scenes from Consumer Psychology, by Rachel Bowlby and Consumer Behavior; The Psychology of Marketing by Dr. Lars Perner. Ms. Bowlby’s article describes a number of “scenes” or situations that arise between seller and buyer. Dr. Perner’s article delves into the understanding of consumer’s behavior and the process of using that knowledge in order to have a good marketing plan. One definition of consumer behavior 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.”(Perner, 2010) Why an individual chooses to make a purchase of a particular item is of primary concern. In her article, Ms. Bowlby refers to consumers either as romantic or classical. Romantic consumers are listed as being those who purchase on emotion often making spur of the moment purchases make him/her feel good. The classical consumer is more practical and analytic, taking the time to research the different brands of an item before making a purchase. Ms. Bowlby uses the car as an example. The classical consumer sees the auto as a vehicle used to get one from point A to point B quickly, reliably and as economically as possible. The romantic mind sees the beautiful interior with all its gadgets to suggest and satisfy every hedonistic whim. (Bowlby, 1992) From this

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