Consumer Psychology and Marketing Communications Article Analysis - Coursework Example

Consumer psychology analysis is useful in designing advertising campaigns and other market communication data in order to influence the purchase decision of consumers towards certain products. The psychological and behavioral responses that occur within the mental processes of the consumers are influenced by both individual and environmental factors (Schmitt, 2011 p 3). Consumer psychological concepts are used in instrumental conditioning of consumer behavior through providing rewards for purchase of new product.

Accordingly, the psychology is used in generating stimulus and unconscious motives towards the purchase of a product. Consumer psychology also affects consumer perceptions and the manner in which they select and process information. Subliminal messages influence consumer behavior while brand loyalty messages minimize the perceived risk of purchase decision (Schmitt, 2011 p 5). The purchase decision undergoes the processes of need recognition, information search, and evaluation of alternatives depending on personality, social influences and perceptions.

The next step entails the actual purchase decision and ultimately the post-purchase decision that entails evaluating the actual benefits of the product against the expectations of the consumer (Schmitt, 2011 p 6). Consumer buying behavior entails acquiring, consuming and ultimately disposing goods and services. The researchers are interested in understanding the psychological motivations, emotions, motives and desires that drive consumers in to purchasing certain products and services. Certain psychological concepts influence the development of successful marketing communication messages.

For instance, stimulus or memory-based brand categorization assists in the identification of brand names. For instance, physical proximity of the brand name on the marketing communication message and design of the message assists in identification of the brand in the shops. In addition, the memory-cues of the consumer assist in recalling the brand name from a category of similar brands (Schmitt, 2011 p 6). The marketers utilize brand association such as benefits, attitudes and images in creating high brand awareness among potential consumers.

Multi-sensory perceptions like the intensity of light in advertisements and accent of language influence the sensory attitudes of the consumer towards the product. In emotional branding, emotions like joy or sorrow will create positive or negative feelings towards a product. The brand personality is aligned with consumer personalities such as excitement and sophistication. The brand must also symbolize the underlying culture of the targeted consumers thus leading to brand attachment (Schmitt, 2011 p 6).

There is a direct relationship between consumer psychology and marketing communications (Chartrand, 2005 p 203). The awareness of consumer psychology facilitates the design of marketing communication messages. Consumer purchase behavior is influenced by unconscious mental processes. This process entails the environmental features that trigger the automatic mental processes, the automatic mental processes and finally the outcomes of the automatic mental processes (Chartrand, 2005 p 204). Accordingly, the environmental variables will include the presence of objects and friends.

In addition, demographic factors such as income level, situational factors like attractive display, and social