The Psychology of Marketing

The psychology of marketing is the study that examines how psychological processes can be applied to marketing strategies. This paper illustrates four main elements such as motivation, perception, emotions and attitudes, and what the role they play in the consumers’ decision making. According to the academic literature, the paper shows how psychology makes marketing strategies more effective, in the same time, does not make consumers passive receivers of persuasion. By understanding the consumer psychology, marketers can build long-term relationships, improved communication strategies, without risking to drop ethical part of marketing practices in the modern marketing.