Consumer Psychology Homepage           


Consumer Psychology


	A small branch of Psychology that is meant to forecast consumer
likes, dislikes, and choices. It is a useful area of Psychology for
individuals in the field of  advertising, new product developement, 
marketing and other related areas.


   * One model useful for understanding Consumer Psychology*

	
	model 1 :  Interaction of Appeal and Decision Model











        -Low involving situations: products or services with very
little risk attatched to purchase, either economically or psychology.

	-High involving situations: situations where a percieved risk is
present, a need for the consumer to be convinced of the advertising
message is involved.

	-Appeal dimension: informational or "reason why" appeal is used
when it is important to teach consumers about a product or service.

	-Emotional appeal: "user image" appeal is portrayed when a more
affective response is needed for a product or service.

 Note:
	We find in the informational appeal/low involvement case, only
simple learning of one or two beliefs is necessary. For instance, aspirin
works fpr many people stricken with headaches, and it's "the one doctors
use most" and will work for you. In the emotional appeal/low
involement case a positive emotion towards a product is the sole benefit
for using this technique. People will not buy a beer that isn't associated
with  sex appeal, good times and fun filled experiences.
Instead,playing football with friends the same size as the Rocky Mountains
and girls drinking lots of beer is the best motive for this one. On the
other end the informational appeal/high involvement case involves the
necessity for effective learning of beliefs and acceptance in advertising.
To purchase a new home, a buyer should be convinced that the decision
he/she makes in purchasing the home,is the best possible. Finally, the
emotional appeal/high involvement case involves some acceptance of a
reinforcing belief to complete the positive feelings towards a product or
service. For example, a shopper needs to feel that their choice in clothes
is fashionable and looks good in order for them to invest money in buying
the style.
 



CONSUMER REACTION : VERY IMPORTANT


	Over the past ten years, increasing attention has been focused on
consumer's reaction to advertisements themselves, not just the product or
brand that's being advertised. The consumer's reaction toward the
advertisement is thought to "spill over" onto their responses to the
product or brand. Like the attitude toward the brand, a number of
factors can influence attitude toward the ad. Elements in the ad as well
as characteristics of the consumer are influencing factors too. The
Interaction of Appeal and Decision Model is just one way to describe
different advertising techniques comprised by companies, aimed at you, the
consumer. We hope this web page has provided a little insight for you to
make a decision on purchasing items in the future.


RELATED SITES:

Society for consumer psychology 

Journal of Consumer Psychology  

Consumer Advertising 


         CREATED BY:   Scott Wilson
                       Eric Situmbeko
                       Andrew Baysinger

 

References:    CONSUMER PSYCHOLOGY MARKETING TRACK

Olsen,J.,Sentis,K.(1985) Advertising and Consumer Psychology,Vol.3. New
	York: London. Praeger Pub.  

    
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    University of Arizona.

    
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