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🧠 CONSUMER PSYCHOLOGY & MARKETING STRATEGIES - Coggle Diagram
🧠 CONSUMER PSYCHOLOGY & MARKETING STRATEGIES
🔗 1. Psychology & Marketing
📚 Behavioral sciences (esp. social psychology) are key to understanding consumer behavior
🎯 Marketers want to know:
Why do people buy?
What influences their choices?
🧩 Influencing Factors:
👶 Age
🎓 Education
💸 Socio-economic status
👥 Peers
📍 Geographical location
💓 2. Emotional Marketing
🎭 Our decisions are emotional, not rational
🔗 Brands connect with human emotions
😱 Marketers use emotions that trigger action & buying behavior
🧪 Example Experiment:
🌐 Website background changed
💰 Green w/ coins → people focused more on price
🛡️ Safety-themed → people focused on comfort
✅ Conclusion: background/emotion influences decisions
⚡ 4. Shockvertising
💥 Strategy: Use shocking, controversial content to grab attention
🎨 Inspired by French artist Savignac → “surprise is memorable”
🧨 Topics: Religion, sexuality, race
💬 Research:
🚫 Violates social norms → 🔼 awareness
🤯 More memorable than non-shocking ads
👃 3. Sensory Marketing
📖 Definition: Appeals to 5 senses to build emotional connection to a product/brand
🖐️ Senses used:
👀 Sight
👂 Hearing
👃 Smell
👅 Taste
✋ Touch
🕰️ History:
🎨 1940s: Posters & colors
📺 1948: First TV jingle
🌸 1970s: Aroma in stores
🔊 Modern: Multi-sensory marketing (smell + color + sound...)
🛍️ Goal: Boost sales, create loyalty, build brand image
🤖 5. Brand Personality
🧍
Brands
= human-like personalities
🤝 Sincere brands: IBM, Mercedes (→ conservative)
🔥 Exciting brands: Apple, Abercrombie (→ edgy, creative)
👨👩👧👦 Customers choose brands that match their personality/lifestyle