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Consumer Psychology - Essay Example

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Generally, consumer psychologists investigate consumer activities related with the buying, using and disposing of goods as well as services,…
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Consumer Psychology
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Download file to see previous pages ch as coupons, websites, advertisements, package labels, point-of-sale displays),consumer magazines and other related media, in addition to word-of-mouth communications arising from both relatives and friends. Consumer psychology uses hypothetical psychological techniques in understanding consumers. Thus consumer psychologists rely upon developmental, cognitive, social as well as other psychological spheres. Consumer psychologists therefore make use of a wide range of research techniques that encompass quantitative (such as field surveys and lab experiments) together with qualitative (that include observation, interviews) approaches. The objectives of consumer psychology are description, prediction, influencing and or explaining consumer reactions or responses (Kardes, et al, 2015).
The discipline of consumer psychology rose with the rise of consumer society. A rising interest in trying to understand consumers was fuelled by rising production as well as adoption of consumer goods from beverages to household equipments and automobiles) during the 1920’s and 1930’s.Another reason was the dawn of advertising through radio in 1920 and television in 1941.In addition after the end of World War II ,several countries around the world wanted to empower their economies in part via increased consumer spending, something that further bolstered a keen interest in this discipline. APA’s department of Consumer Psychology was founded in 1960 so as to represent psychologists whose attention lay in consumer-related themes. Nevertheless, the name was in 1988, changed to the Society for Consumer Psychology (Cherry, 2015).
There are several reasons for studying consumer psychology such as enhancing business performance, influence communal policy in addition to educating and helping consumers arrive at better decisions. Due to the fact that companies need to be knowledgeable about their consumers, so that they can come up with marketing campaigns and products which are appealing ...Download file to see next pagesRead More
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