What is Consumer Psychology?

Consumer psychology is a general term for consumer psychology and purchasing psychology. The general psychological process of consumers buying goods includes the cognitive process, the emotional and emotional processes, and the will process; the psychological types of consumer buying behaviors include habitual, rational, selective, impulsive, and imaginative. The psychological motivations of consumers in the purchase process can be divided into realistic motivations, seeking honesty, seeking name, seeking newness, seeking beauty, and seeking broadness. The main factors affecting consumer purchasing psychology are: the factors of the goods themselves, the influence of publicity, the factors of consumer services, and the influence of the external environment. Studying consumer psychology is of great significance to make full use of the marketing mix to guide consumption, expand sales, and improve efficiency. ^[1]

Consumer psychology

Social psychology also studies consumer psychology and behavior, and has gradually formed a branch.

When companies develop products, planners will conduct a series of

Today's enterprises are facing unprecedented fierce competition. The market is evolving from a seller's monopoly to a buyer's monopoly. The era of consumer-led marketing has arrived. In the buyer's market, consumers will face more and more complicated choices of goods and brands. This change makes contemporary consumer psychology present a new characteristic and trend compared with the past.

Individual consumption

The reason why it is called "reversion" is that in a long historical period in the past, industry and commerce served consumers as separate individuals. During this period, individual consumption was mainstream. It is only in modern times that industrialization and standardized production methods have drowned consumers' personalities in a flood of low-cost, unitary products. On the other hand, in a shortage economy or a near-monopoly market, consumers have few products to choose from, and their personality has to be suppressed. However, when the consumer goods market develops to this day, most products are extremely abundant in terms of quantity and variety, and the actual conditions have been initially provided. Consumers can select and purchase goods or services based on their personal psychological desires. Furthermore, they are not only able to make choices, they are also eager to choose. They have more needs and more changes. Gradually, consumers began to formulate their own guidelines. They were not afraid to challenge businesses, which was unimaginable in the past. use

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People are grouped by groups and things are grouped by groups. Among the youth groups, there are many subgroups.

Such as college and technical secondary school students, urban white-collar workers, migrant workers, sex workers, young people studying abroad, and so on. These young people have relatively large differences in family background, background, social experience, education, and income. Except for the similar physical and psychological characteristics brought about by similar ages, there will be more differences.

Consumers are divided into two categories: perceptual and rational .

Perceptual consumers: These users need guidance from salespeople when shopping, such as product introductions, functional descriptions, differences from other brand products, and product recommendations. These users are often not ready to go shopping, and come to the mall to seek. At this time, the salesperson's attitude, behavior and language play an important role.

Rational consumers: These users are prepared, and the price, function, and product information are already available.

Consumer psychology

He knows well, and does not need the guidance of salespersons during the shopping process. The guidance attracts resentment, but when he asks, he must be convinced with a good attitude and exquisite language. For example: A consumer checks the price online before purchasing an item.

Demands are unlimited and diverse.

The psychological needs of consumers are endless, and the needs follow the heels of the previous needs; the differences in people's growth experience cause the diversity of needs; the development of productive forces and changes in life will change consumer psychology and give them characteristics of the times. The basic characteristics of consumer psychology determine the objective existence of the phenomenon that "every successful advertisement has a distinct personality." At the same time, it requires advertisers to adapt to the changing psychological needs of consumers.

Consumption psychology tendencies are often manifested in the following aspects: Consumers with strong self-esteem psychology tend not only to pursue the use value of goods, but also pay more attention to spiritual satisfaction. Consumers who have a strong tendency to be realistic need to pay more attention to the actual utility and quality of goods when they purchase goods, and pay attention to economic benefits, convenient use, and economic durability. Consumers with a strong psychological tendency to seek integrity are considerable in their lives. Consumers with strong psychological tendency are not sensitive to product quality and price, and have a clear tendency to product popularity. Consumers with a strong mentality in seeking names, when buying products, especially durable consumer goods, attach great importance to whether the product is a brand-name product. Consumers with a strong psychological tendency to seek beauty pay particular attention to the packaging, modeling, color, and artistic beauty of products, and emphasize the role of satisfying people's spirit. Consumers with strong anti-psychological tendencies will have anti-psychological attitudes to the general law, believing that good goods are not cheap, and cheap goods are not good goods.

Consumer's psychological activity is a complex thinking phenomenon. Various psychological factors affect each other and restrict each other. What needs to be explained is that these tendencies are intertwined, and certain aspects of the expression form are weakened and changed at any time.

The study of individual consumer psychology does not have an effect on the designation of advertising strategies, it must focus on the group. Only by studying the behavioral habits exhibited by the group consumer's psychology may it have an effect on the principle of advertising creation. According to Taiwan's Professor You Bolong, there are several common habits in consumer behavior:

Compared with similar products, consumers categorize products and always compare similar products. It is the psychological principle of comparative advertising to use the mentality of consumers to compare (than price, performance, quality, etc.) to formulate advertising strategies and influence consumers' perception of product characteristics. Unknown brands often use comparative advertising when challenging well-known brands. For example, a certain TV set hit the market with the slogan "Sorry, Sony" and successfully enhanced the brand reputation. In addition, it is more effective to compare advertisements with objective brand attributes or information than perceptual and subjective comparison appeals, because this can be more trusted by consumers.

The general impression is that consumers will add the impression of related things to other things, that is, love house and black. By using this psychological habit, consumers' good impressions of other things can be added to the product brand, thereby producing the effect of enhancing the brand. Using celebrities as spokespersons is to make consumers feel good about products because they love celebrities. For example, the TCL mobile phone spent huge sums of money to use the movie star Kim Hee Sun as the spokesperson for South Korea's first beauty. Among the young people in Han Feng Ri Sheng, the strategic effect is very obvious.

Projection effect. Consumers will habitually "project" their characteristics, ideas, and preferences to others, imagining that other people have the same characteristics as themselves. Using this to develop advertising strategies and build brands is often more effective. Jinlilai projected the characteristics of successful men to his tie and suit products through advertisements, and conquered the vast number of consumers with "Jinlilai's man's world".

Close and close, the product is often publicized, so that consumers have a familiar and friendly feeling about the product. Frequent and dense advertising always produces good results. Although the advertisement of Harbin Medicine No. 6 Factory was swearing, its annual sales in Gaizhonggai reached tens of billions.

Mutual rewards and rewards exist in the minds of every consumer. One is to reward others, and the other is to like being rewarded by others. When buying a product, manufacturers and consumers can benefit each other. Activities such as bonus rebates, member discounts, points discounts, special anniversary celebrations and other activities have all been favored by consumers and received good results.

Similar blind dates, the market segmentation method is used to separate the market into several sub-markets. The consumption characteristics and needs of each sub-market are different, and the consumption characteristics and needs are regarded as homogeneous and the same in the sub-markets; different uses in different markets Marketing mix, using a single marketing mix within a submarket to meet customer needs. In this concept of market segmentation, the law of similar blind dates is implied. Another content included by similar blind dates is that product style and consumer "door to door" are more acceptable to consumers.

The scapegoat behavior, when consumers encounter a problem, they tend to find a substitute for the problem to vent or vent. When a certain type of product fails, the products of the leading brand often become the object of criticism or attack. Like the criticism that "thermal underwear doesn't keep warm," the brand that first becomes the target is the leading brand. Down jacket brands also suffered the same fate, fake and shoddy profits, and famous brands betrayed their names. At this time, through effective guidance, it is often necessary to pass on consumer grievances. In the event of a consumer dispute, in order to eliminate customer dissatisfaction and grievances, sometimes the industry will deliberately push the error to a business representative to bear, in order to highlight the importance of the customer's rights and interests to reduce the rigid conversation atmosphere and reduce the pressure of consumer dissatisfaction In exchange for good negotiation space. This trick can also be used for advertising promotions.

Responsibilities in the crowd are spreading, and consumers will produce risk-avoiding behaviors when shopping, especially when consumers do not understand the product characteristics, they will buy products with good reputation or most people use. Therefore, the emphasis on "the country's top sales", although very soiled, is always effective. When Nissan promoted the CEFIRO car in the United States, it used various media to continuously tell consumers that it had won the "Best Quiet Car Award" in the United States and Japan, "is famous," and "value for money", making the CEFIRO car 1996 The only car brand selected among the top ten American products in the year.

The above consumer psychology theory simply reflects the characteristics of individual consumers or a certain group, and cannot completely guide the formulation of advertising strategies in a complex market environment. This also needs to be combined with other psychological results and theoretical results in marketing. Explore.