7 Psychological Factors in Marketing That Influence Consumer Behavior

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7 Psychological Factors in Marketing That Influence Consumer Behavior

By indeed Editorial team April 8, 2021TwitterLinkedInFacebookEmail Most successful marketing professionals are aware that social and cultural factors influence consumer behavior and their engagement with a particular brand. Performing commercialize inquiry in such areas is a regular practice that allows market professionals to craft effective campaigns which target consumer needs. Besides these factors, though, it can be highly beneficial for marketing professionals to consider how consumer psychology can affect the purchases they make and the type of loyalty they develop for a brand. In this article, we outline why psychological factors are authoritative to market and seven consumer psychological factors to consider when market products or services. Related : 15 Marketing Psychology Principles, Explained

Why are psychological factors important to marketing?

Consumers ‘ psychological factors like their emotions, desires, and motivations are important to consider when creating marketing campaigns because such factors drive consumer behavior. This means that psychological factors may cause consumers to make or forgo purchases, connect with your mark or choose rival products over your company ‘s. For exemplar, consider a situation where a consumer is motivated to engage sustainably with the environment due to their socialization as a member of a community affected by climate change. In such an exemplify, the consumer may lone choose to buy your stigmatize ‘s products if they are marketed as eco-friendly and environmentally beneficial. Considering this situation, it ‘s discernible that psychological factors can make a significant impact on the success of your business or arrangement. When you comprehend the drive factors behind a consumer ‘s behavior, you can more easily design products and promotions curated to meet their specific needs, which then encourage them to engage with your brand. From here, with their needs met, consumers may become regular patrons whose commitment extends beyond a price point—they may make frequent referrals, recur purchases and promote your brand anecdotally to others. Most businesses and organizations hold this type of consumer in high gaze because they can add hearty value to a post. consequently, not only does understanding your target consumer hearing ‘s psychology enable you to craft more effective and meaningful promotional campaigns, but it can lead to an increase in overall profitableness. With a deeper awareness of your consumer audience ‘s needs, you may be able to better anticipate the decisions they make around purchases, which can greatly impact your organization ‘s bottomland line. Related : social listen : What It Is and How to Do It

Psychological factors that influence consumer behavior

There are diverse psychological factors that influence consumer behavior on a daily footing. In some cases, these factors work in tandem to drive consumer buy and date decisions. Developing an understand of how these psychological factors officiate may enable you to more easily meet your consumers ‘ needs and efficaciously market the promise to do so. here are seven psychological factors that influence consumer behavior to consider as you purposefully design your selling materials :


motivation, or an individual ‘s natural drive to take the first step to satisfy a particular want, is an important psychological factor to consider in marketing toward your consumers. different consumers have varying levels of motivation geared toward satisfying a wide oscilloscope of needs. In general, an individual must set a particular finish as to how they will satisfy their need and take action to do so. For a consumer to commit to a buy decision, the purchase must meet a need that the consumer is motivated to satisfy. therefore, products should be marketed to solve consumer problems, which consumers are inherently motivated to act upon. In order to understand motivation, it can be helpful to consider the hierarchy of homo needs created by psychologist A.H. Maslow. This hierarchy outlines five different levels of human needs that are ranked by priority—the lower levels of the hierarchy include basic survival needs, like hunger and protection, and the higher levels of the hierarchy include more advance psychological needs, such as beloved, belonging and self-fulfillment. According to this model, the lower-level needs must be met before the higher-level needs can be addressed, but an individual person can experience several competing needs at once. This hierarchy can be useful when identifying consumer needs for a given marketing segment—by understanding specific needs and a consumer ‘s motivation to meet those needs, you can create highly target segments which promise to satisfy any motivation present in the hierarchy. Related : What Is Personality in Marketing and How Can You Use It ?


Learning, or the presentation of new information which changes an individual ‘s behavior from previous experiences, is highly relevant to consumer marketing. The process of memorize is continual and consists of two distinct phenomena—experiential and non-experiential learn. experiential learn is the practice of learning through physically involved experiences. relatively, non-experiential learn is the drill of learning through observation and probe. In most cases, marketing relies most heavily upon consumer ‘s non-experiential learn : companies often present a wide oscilloscope of information about products and services through customer reviews, case studies, informational leaflets and more.

This data teaches consumers about products and services through the experiences of others. many consumers purposefully seek these non-experiential learn opportunities and use the insight they gain to inform their buying decisions and level of engagement with brands. consequently, if your brand makes such learn opportunities readily available to consumers as a separate of your marketing campaigns, consumers may become more incline to purchase your products once they ‘re in the market to do sol .


support is a psychological factor that is a subset of learning—it is the process of an individual having their eruditeness validated or confirmed through rewards or punishments. strengthener can be highly relevant to the field of marketing, as consumers frequently return to brands loyally when the information they learned about products is positively reinforced through their experiences with such products. conversely, if a consumer learns information about a product that is negatively reinforced through their experiences, they may never return to a mark again. For example, if a consumer purchases a laptop, they may have learned through marketing campaigns that the laptop is designed to be long permanent, efficient and adequate to of storing large amounts of digital files. If this information is confirmed through the consumer ‘s feel using the laptop, they may return to the laptop ‘s trade name to purchase a second base device when the time comes to do so. consequently, brands must be purposeful about the information they choose to include in their selling materials—when consumers learn information about a intersection, they broadly seek reward through their experiences. Related : What Is behavioral Economics ? Definitive Guide To Behavioral Economics


socialization, or the march by which individuals develop cognition and impression, is a psychological factor that combines learning and social engagement. Individuals are much socialized to learn specific normalize behaviors that may be modified throughout their life. In most cases, individuals learn these behaviors immediately from socialization agents, or early people who consciously or unconsciously teach the learner about behavioral patterns and cognitive reasoning processes. Individuals interact with a kind of socialization agents throughout their lives, including friends, parents, siblings, teachers, politicians, celebrities and others. In some cases, organizations and sources of information can serve as socialization agents, excessively. socialization influences consumer behavior because it establishes and normalizes a certain type of betrothal. selling professionals can design their campaigns and materials with the purpose of socializing consumers to make certain decisions, such buy decisions. tied further, though, commercialize campaigns can be directly aligned to consumer socialization patterns, which can encourage an organic interaction between the consumer and a brand .


Modeling, or an individual ‘s imitation of a social agent ‘s behavior, is a psychological gene that is built off of the foundation of socialization. Through the serve of socialization, individuals come to conclusions about specific social norms, expectations and opinions about behavior. In most cases, socialize individuals seek to align their own behavior to meet these norms and expectations through emulating the standard set by others—this is the process of modeling. This can be highly relevant to the playing field of market, as brands can achieve increases in profitableness by employing the right social models when promoting their products. For case, consider a situation where a high-profile basketball musician becomes the spokesperson for a brand of sneakers. In such an case, dedicated fans of the player and others who recognize the player ‘s achiever may model the player ‘s behavior by buying that sword of sneakers. In addition to this, if an individual ‘s friends, teammates, family members, coaches or other acquaintances start to wear the sneakers and normalize such behavior, the individual may choose to buy and wear the sneakers themselves. Marketing professionals should attempt to develop an understand of their consumer audience ‘s relationship to other people to make habit of model. Related : Understanding The consumer market : definition, Types and Market Targeting Tips


As a psychological factor, perception can significantly influence a consumer ‘s behavior. perception, or what an individual thinks or understands about a product, may impact whether they purchase the product or dictate how they engage with a brand at all. For marketing professionals, sensing can sometimes be challenging to grasp, as each individual person may perceive a site differently depending on their past experiences, how they interpret data and what type of information they pay attention to. perception is the psychological factor that leads two consumers with identical needs to purchase different products to meet those needs. While this means that marketing campaigns may not be fully equipped to navigate the highly divers component of consumer perception, it can be helpful to understand the three processes which lead to differences in percept :

  • selective attention : selective attention is the serve by which individuals only pay care to information that is immediately useful to them or people they know .
  • selective distortion : selective distorted shape is the march by which individuals perceive information in a bias way that reinforces their exist thoughts, beliefs and experiences .
  • selective retentiveness : selective retention is the serve by which individuals more frequently remember information that would be utilitarian to them and forget external, non-pertinent data .

Attitudes and beliefs

Attitudes and beliefs are integral psychological factors that can affect how consumers behave. Attitudes, or an individual ‘s consistent views of something, are composed of beliefs, pre-conceived views that individuals have established about something, interact with, and aroused feelings. Individuals own appraising attitudes and beliefs regarding a diverseness of things—people, places, politics, religions, brands and more. If an individual holds a veto attitude or belief about a specific brand or product, it can discourage consumers from interacting with said brand or buying any products associated with it.

consequently, market professionals must understand how attitudes and beliefs can affect consumer decision-making processes. In some cases, market campaigns may need to be geared toward positively changing consumer attitudes or beliefs. relatively, in other cases where consumer attitudes and beliefs present a significant roadblock to trade name profitableness, a mark may consider pivoting their scheme and alternatively change a product to coincide with consumer attitudes. Because attitudes and beliefs can be challenging to shift, the latter scheme is most frequently employed by brands that experience such discrepancies .

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