Consumer Psychology and Marketing Communication
Marketing messages are essential components that are needed in order to attract consumers. Consumer psychology must be understood before marketing messages can be expressed. Hence, marketing communication and consumer psychology both have a tying relationship.
Consumer psychology can best be defined as the way individuals feel about certain goods and services they purchase. For example, a person’s thoughts, beliefs, feelings and perceptions will influence how they will buy and relate to certain goods and services. A family of five people for example, will probably want to purchase a large vehicle such as a sport ...view middle of the document...
Marketers use these tools because they understand that there are many different types of consumers, and they strive to reach every consumer in a different way.
Olsen and Taylor explain the concept of global brand positioning theory. Global brand positioning theory can be defined as what influences consumer perceptions if the brand marketed is viewed as global. Companies that use the concept of global positioning theory also advocate corporate social responsibility. The beliefs and social values of companies will influence how they will use the global positioning theory. Since companies will market different countries, they will also adapt to the values of each particular country they are presenting their product to. For example, Mexico is known to have low wages, unpaid employee benefits, and poor educational systems. Several marketers will mold their marketing messages to fit the culture of Mexico, and they do this because they want to attract the Mexican consumers in a way that they will make their product attractive to that particular audience. (Olsen and Taylor, 2011).
There are two important components which are needed in order to have a successful corporate social responsibility and they are expectations and value. Expectations are needed because prior experiences help shape how corporate social responsibility will work. Marketers must have expectations before they promote a marketing campaign. Corporate social responsibility also instills value because it is important for marketers to show value...