Psychology of Marketing - Essay Example

Psychology of Marketing al Affiliation Psychology of Marketing: Response to a Post According to the post, the factors that lead to a particular order of behaviors for a potential customer are determined by their individualized consumer characteristics that result in decision processes and purchase decisions. For a marketer, the main role is to understand the processes 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, learning and memory) are involved in influencing the consumers’ responses. Herberg’s theory presents a dichotomy for possible resolutions for targeted consumers: satisfaction versus dissatisfaction (Kolter & Keller, 2012; Durmaz & Diyarbakirlioglu, 2011). Consideration of both outcomes is important as neither can apply in the absence of the other. When marketing, it is important to incorporate both sides of the dichotomy in one’s thinking as they almost equally influence the decision made by the consumer.

The marketer must not fail to recognize the needs of the consumer, and, consequently, place their product within their list of needs. To achieve this, they must be able to sufficiently but fast introduce the product, and discuss its value in light of the consumer’s current needs in order to make it appealing to them (Bohm, 2012). As such, the marketer’s main pursuit lies in their ability to motivate a consumer so they can get a favorable perception of the product while deciding on buying.

ReferencesBohm, J. (2012). Two-factor theory – At the intersection of health care management and patient satisfaction. ClinicoEconomics and Outcomes Research. 4: 277-285.Durmaz, Y. & Diyarbakirlioglu, I. (2011). A theoretical approach to motivation in consumer behavior. Global Journal of Human Social Science. 11(10) Version 1.Kotler, P. & Keller, K. L. (2012). Marketing management (14th Ed.). Upper Saddle River, New Jersey: Pearson Education, Inc., publishing at Prentice Hall.