6 - Introduction to Consumer Psychology

Question 1

What is consumer psychology?

Answer 1

The study of human responses to product and service related information and experiences

Question 2

What are the goals of consumer psychologists?

Answer 2

Learn what makes consumers tick and social marketing (how consumption affects environment and impact of consumption on communities).

Question 3

Why do we study consumer psychology?

Answer 3

To improve business performance
To influence public policy
To educate consumers to make better decision

Question 4

How do consumer psychologists study their questions?

Answer 4

Variety of qualitative and quantitative methods.

E.g. eye movements, surveys, theoretical models of spending, etc.

Question 5

In general, how has consumer psychology grown?

Answer 5

In parallel with consumer society

Question 6

Describe the growth of consumer psychology in the 1800s.

Answer 6

Early roots.

• Greater competition between products, so advertising started.
• Large scale advertising started in late 1800s, with patent medicines and Coke (made false claims).
• Willhelm Wundt established first experimental psychology lab; psychologists should focus on conscious experience.

Question 7

Describe the growth of consumer psychology in the 1900-1930s.

Answer 7

First experiments, books published, assembly line invested. WW1 propaganda campaigns, first radio advertisements.

1920: John Watson joined advertising firm. Advertisers need to activate basis drives. .
1940s: eye-tracking studies.

Question 8

Describe the growth of consumer psychology during and after WWII

Answer 8

Governments hired psychologists to shape public behaviour due to lack of food.

Research on housewives showed that level of involvement increased likelihood of purchasing offal.
- Co-creation is important