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What is consumer psychology ?

Consumer psychology, also known as the study of consumer behavior, is defined as the study of how people can relate to the services and goods they use daily. Consumer psychology involves different issues, such as how consumers determine service value, factors used by consumers in deciding to purchase a certain item or the effectiveness of print or TV ads in convincing reluctant consumers in trying a new service or product for the first time.

Consumer psychology aims to determine, explain and describe consumer behavior. Some consumer psychologists even try to influence or predict consumer choices. This type of practice involves a mix of anthropology, economics, advertising, marketing, cognitive psychology and social psychology.

Historically, consumer psychology has been recognized since World War II. One of the first examples of consumer psychology was used in a Johnson & Johnson ad for baby powder that incorporates an idea to subtly portray the insecurity and anxiety usually felt by new mothers. This type of psychology has been its own area of study since then, which is still used today by recognizing the emotional appeal of advertisements.

Just like other types of disciplines, consumer psychology has different specializations. Some psychologists study how parenthood, marriage, death and other life events affect consumer behavior, while others focus on the impact of packaging or campaign ads on a consumer’s buying decisions.

A consumer psychologist, who has completed a Bachelor’s degree in consumer psychology, can work in research firms, advertising agencies, government departments and private corporations. These types of psychologists usually have a background in management, marketing, advertising and research.

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