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Consumer Psychology Essay

1024 words - 5 pages

Consumer Psychology and Marketing Communication Article Analysis
April 16, 2012
Juan Bates

Consumer Psychology and Marketing Communication Article Analysis

A consumer is everyone and as a consumer people like to think that they are independent thinkers who make their own choices, they do not like to be thought of as being “sold” on goods and services. However, based on the amount of “exposure” to goods and services, consumers are in actuality influenced by marketing, advertising, research firms, institutions and sales people, who present consumers with what they believe the consumer likes, wants and/or needs. Self-satisfaction is a word that is used when it comes to ...view middle of the document...

The affects of personal social behavior and influences from environmental factors were used as controls to measure the attitudes about competition, and social attitudes influenced by materialism and advertising in the Untied States. Certain groups tended to be most influenced: first men, second those who socialized the most and third those who participated the most in school-sponsored sports. In addition to the persuasion of the above groups, other factors surfaced to include the potential controls for persuasion by sex, race, and exposure to print media. (Denham Bryan, 2009) This study clearly shows advertisers the benefits of targeting the high school market and the benefits to market within the sex-appropriate sports for the social status, which would include football, soccer, basketball, hockey, and baseball. Most large top ranked companies offer some type of sports apparel, which targets the sports, named, and are targeted towards schools such as high schools, colleges, university and young males, who are active or participate in sports.

In another similar study, the Journal of Consumer Psychology reports a study on Understanding Materialism Among Youth. (Goldberg, et al, 2003) The study developed a Youth Materialism Style, which showed that materialist youths, shop more, buy more, and save less. These youths have a controlling power over their parents when it comes to choices and decision in what to buy. The study also shows that when it comes to attitude towards materialism, children tend to intimate their parents thoughts and actions. Advertisers used this study to assist them in identifying the “tween” market as a group to be targeted and persuaded by flashy advertising, packaging, and promotions. Several companies use the priorities of the consumers as a foundation in their marketing guidelines. These companies view the consumer as a science with little left to guess and the numbers and the data guide much of the business.
In a study of Nike in Sweden, researchers studied young consumers for the effects that influence of persuasions to buy certain types of shoes with Nike as the model had on them. Several theories were tested: 1) Consumer behavior and...

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