Consumer psychology: Keys to understanding behavior

In buying and selling, one of the most critical aspects is consumer psychology: what is the buying process like? How does the buyer's or consumer's mind influence their decisions? What drives a buyer to choose one option and reject another?

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Consumer psychology: What is it?

Consumer psychology aims to study human behavior in the context of buying or selling products or services. It involves analyzing patterns, habits, and preferences, as well as examining advertising messages and relevant audiences.

This field seeks to understand the reasons that motivate the satisfaction of needs and desires through consumption, drawing on knowledge from communication sciences, social psychology, sociology, and marketing.

In this way, companies use consumer psychology to develop strategies that can explain and predict the behavior of a group of people.

Key aspects of consumer psychology

Social psychology involves studying social impact, taking into account group behavior. Generally, it examines the typical path of any consumer:

• Their deficiencies.
• The process by which they recognize these deficiencies or needs.
• The search and selection of options to satisfy these needs.
• The purchase decision.
• The evaluation of the purchase.

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What psychological factors influence the buying process?

Broadly speaking, some factors that consumer psychology studies are:

Motivation

For years, studies have delved into why consumers choose a product or service and what drives them to acquire it.

Generally, the motivation to buy arises from the need to satisfy a desire. There are basic desires, such as the need for food or clothing.

However, it has been shown that many motivations come from the unconscious, with numerous cases of purchasing products or acquiring services without a clear motivation. An example of this is "compulsive buying," which stems from a sudden desire.

Motivations can vary and are influenced by advertising persuasion, the environment, the socioeconomic context, and desires.

Perception

Following motivation, consumer perception is the second factor that influences consumers. For example, the same advertisement in public spaces or on television can be interpreted differently, even if it's the same piece.

This subjective interpretation depends on the beliefs, knowledge, and worldview of those interpreting it.

Therefore, not all buyers are the same, nor do they all focus on the same aspects.

Experience and learning

Accumulated experiences shape human behavior, which is also true for consumer psychology. It's proven that if there was a good experience, it is highly likely the consumer will repurchase the product.

Experience can often be built in just a moment, such as the first contact, and is tied to the expectation created.

Therefore, whether someone buys again, never buys again, or recommends the brand depends on their own experience.

Attitudes and beliefs

Why do we choose something: is it because we like it? Is it for a reasonable price? Is it for its quality? The answer lies in the evaluations made by the consumer. Therefore, another crucial aspect of consumer psychology is the attitudes and beliefs of buyers.

Sociocultural factors, age, and lifestyle significantly influence purchasing choices.

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Conclusion

Marketing and sales teams from numerous companies closely study these factors to understand their consumers better. Understanding their behavior, tastes, interests, and inclinations helps improve sales efficiency and create effective consumption strategies.