Consumer Psyc 1

Question 1

What is consumer psychology?

Answer 1

“the study of human responses to
product and service related information
and experiences”

Question 2

product and service related information

Answer 2

includes:
marketer initiated stimuli (e.g.,
advertisements, package labels, point-ofpurchase
displays), consumer magazines and
other media, word-of-mouth communications
from friends and relatives.

Question 3

human responses

Answer 3

could be cognitive, emotional,

behavioural

Question 4

What are the goals of consumer

psychologists?

Answer 4

— To learn about what makes consumers
tick
◦ describe, predict, influence, and/or explain
consumer responses
— But also social marketing, e.g.,
◦ how consumption affects the environment
◦ the impact of consumption on children

Question 5

Why study consumer psychology?

Answer 5

— To improve business performance
— To influence public policy
— To educate and help consumers make
better decisions

Question 6

What topics do consumer

psychologists study?

Answer 6

— Memory and learning
— Perception and attention
— Motivation and emotions
— Information processing
— Attitude formation and change
— Decision making
— Interpersonal, group, and cultural
influences
— Personality, self and identity, values

Question 7

How do consumer psychologists

study these questions?

Answer 7

Employ theoretical approaches from:
◦ within psychology: social, cognitive,
developmental, perception, etc.
◦ outside psychology: marketing, economics,
communication, sociology, anthropology, etc.
— Use a variety of research methods:
◦ qualitative (e.g., interviews, focus groups,
observation)
◦ quantitative (e.g., lab and field experiments,
surveys)

Question 8

What do consumer psychologists

do? Some examples:

Answer 8

In the lab: Track eye movements as research participants view
a series of soft drink cans
— At the Department of Health: Examine how consumers
respond to a quit smoking campaign
— At a tech company: Assess consumer responses to various
combinations of product features to help developers
determine the optimal combination
— At a uni: Develop a theoretical model of financial decisions
made by families
— At an ad agency: Analyse how well alternative advertisements
improve attitudes toward a brand of coffee

Question 9

What skills are helpful if I want to

become a consumer psychologist?

Answer 9

an understanding of the scientific process,
hypothesis testing, experimental and nonexperimental
design
— the ability to translate complex issues into
testable questions
— the ability to apply descriptive and inferential
statistics
— the ability to analyse data and interpret
findings
— the ability to write proposals and reports in
a clear and precise manner

Question 10

How do I become a consumer

psychologist?

Answer 10

Education: The title “psychologist” requires
registration (typically 4 + 2 years of study)
— However:
◦ Lots of people working in consumer psychology are not
registered psychologists
◦ Lots of people working in consumer psychology aren’t
called “consumer psychologists”
— Employment: market research, strategic planner in
advertising, start own consultancy

Question 11

History of consumer psychology

Answer 11

the field of consumer
psychology grew in parallel with the
consumer society
◦ The Industrial Revolution (1800s) ->
significant increase in consumption
◦ Scientists became more interested in
understanding consumers

Question 12

Dichter’s motives for consumption

Answer 12

1946-72: Ernest Dichter founds the Institute for
Motivational Research
◦ introduces Freudian concepts to the US advertising
industry (later made famous by Packard’s The Hidden
Persuaders)
◦ pioneered the focus group technique

— Power: large breakfasts, fast cars, power tools
— Masculinity/virility: coffee, red meat, heavy shoes
— Status: Scotch, carpets
— Femininity: cakes and biscuits, tea, silk
— Moral purity/cleanliness: cotton fabrics, harsh
household cleaning chemicals, bathing
— Magic/mystery: soups, paints, carbonated drinks

see slides for more on history