Influence of Social and Cultural Settings on Consumer Behavior

In: Business and Management

Submitted By RJDUNN
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Consumer Psychology and Marketing Communications Article Analysis Riki J. Shye PSY/322 April 13, 2015 Donald Crabtree, Instructor

1.

Consumer Psychology and Marketing Communications Article Analysis

According to http://smallbusiness.chron.com/marketing-communication-strategy, “Marketing communication helps to develop brand awareness, which means that consumers translate product information into perceptions about the product’s attributes and its position within the larger market.” And brittanica.com defines consumer psychology as: “is a branch of social psychology concerned with the market behavior of consumers. Consumer psychologists examine the preferences, customs, and habits of various consumer groups; their research on consumer attitudes is often used to help design advertising campaigns and to formulate new products.” In defining both consumer psychology and marketing communication, the main common denominator is marketing.
How can a company provide a product to a consumer without proper marketing? Marketing is one of the more key elements in a company to bring communication between them, their product and the consumer. The psychological concepts and their importance in developing a successful marketing communication message within the articles presented notated that communication, whether by commercial, print or radio ads are a vital asset in promoting a product and presenting said product to the world. “A well-chosen marketing communication strategy utilizes one or more components to disseminate the company’s outgoing message. A market-appropriate strategy increases the company’s chances to accurately transmit the product’s benefits, and to have that message positively received by the customer. A business likely benefits from customer goodwill when the company…...

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