A detailed description of the psychological aspects of consumer behavior.
This paper provides a detailed analysis of the dynamics underlying consumer behavior. The author provides an in depth explanation about what consumer psychology involves, emphasizing perspectives on how advertising works , consumer-based response measures and present state of knowledge about measures of advertising effectiveness.
“Consumer psychology is the study of the dynamics underlying consumer behavior specifically concentrating on the use of psychological concepts and methods to explain, predict and influence behavior (Assael, 1992). Consumer psychology perspectives on how advertising works therefore puts much weight on the psychological dimensions of individuals as consumers and how advertising effects them. In other words, consumer psychology attacks the subject of advertising from a psychological point of view. The behavior outcome of advertising (the consumption of produce or a service) is therefore a complex interplay of many aspects. This is because humans are complex individuals and the process involves many levels of psychological functioning on behalf of the individual.”