Consumer Psyc 1 Flashcards
(12 cards)
What is consumer psychology?
“the study of human responses to
product and service related information
and experiences”
product and service related information
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.
human responses
could be cognitive, emotional,
behavioural
What are the goals of consumer
psychologists?
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
Why study consumer psychology?
To improve business performance
To influence public policy
To educate and help consumers make
better decisions
What topics do consumer
psychologists study?
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
How do consumer psychologists
study these questions?
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)
What do consumer psychologists
do? Some examples:
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
What skills are helpful if I want to
become a consumer psychologist?
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
How do I become a consumer
psychologist?
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
History of consumer psychology
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
Dichter’s motives for consumption
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
