Marketing Psychology CoursePsychological processes Consumer influences behaviors
Economic and consumer psychology, what is it a Marketing Psychology Course?
Within the Marketing Psychology course, the psychological mechanisms and processes found in our most unconscious cognitive decision-making processes regarding consumption and other economic behaviors are studied.
A Marketing Psychology Course allows us to acquire skills and knowledge regarding preferences, choices, decisions and the factors that influence the consequences of purchasing decisions with respect to satisfying consumer needs.
Furthermore, a Marketing Psychology Course deals with the impact of economic events on people’s behavior and well-being. The fundamental subjects in a Marketing Psychology Course are: economic psychology, which is interested in the psychological processes that mediate the relationship between economic factors and economic conduct in web purchases.
Economic conduct is divided into: macro-level, i.e. the study of the influence of psychological factors on economic activity; mesolevel surveys focused on the economic behavior of groups; microlevel study of individual economic decisions.
What are Cognitive Processes for in a Marketing Psychology Course?
The consumer adapts numerous compatible cognitive procedures, on the one hand the need to acquire as much information as possible about the product he could buy and on the other the unconscious defense constituted by the cognitive effort within the limits of sustainability. A consumer can be very selective, in other words, the potential consumer focuses his attention only on certain objects or services and not on others.
What is the problem that a marketing psychology course can solve?
The problem to be solved is to acquire the ability to understand the interests of the individual subjects who present themselves and to direct their attention to what interests them most, whether it be a consumer or an investor.
In the end, by attending a marketing psychology course, the student will be able to understand that the consumer is guided by cognitive schemes and will be able to perceive them by assigning the appropriate products to each individual subject; you will be able to understand and know the purchaser’s consumption even only through communicative gestures in case he finds himself in a face-to-face situation or through advertising strategies in web marketing.
In fact, consumers buy certain objects to tell others who they are, how they would like to appear or who they really would like to be. Furthermore, the consumer plans consumption based on the income he receives. Should they have extra income, this can be spent or saved, this depends on the consumer.
The economic theory of money, asserts that money from whatever source it comes can be used: in any way, as long as this serves to maximize the consumer’s profit. Furthermore, the economic explanation of consumption planning postulates that the decisions of the economic actor, i.e. the consumer, are always dictated by the total amount of his income.
There are numerous theories, all of which will obviously be fully proposed within the Marketing Psychology Course so that the student develops greater cognitive skills and numerous strategies in particular in the field of Ecommerce, Inbound Marketing, etc.; to be able to manage a potential customer in the best possible way, fully satisfying their expectations. Intentional (or personal) expectations, which concern “microeconomics”, derive mainly from past experience and observation of one’s life context, while sociotropic expectations, which concern macroeconomics, originate from the mass media.
In a Marketing Psychology Course, certainly a foundation of Marketing on the web cannot be missing, an activity necessary to carry out a competitive analysis is intelligence management.
What is intelligence management made up of?
It consists of a structured collection and organization of important information intended for the analysis and understanding of the environment in which the organization works, in order to transform the decision processes more efficiently. The marketing intelligence cycle is structured in 9 phases. What is a strategy made up of? There are two elements of strategy and knowledge, the first for the redefinition of skills and the reorganization of the proposal that must be worked on, obviously a proposal that has value. What are strategy knowledge domains?
The areas of knowledge of the strategy are: regular and potential customers, influencers and leaders, current and potential competitors, emerging technologies, market trends, insights, trends of neighboring sectors. Meaning of specific information objectives and metrics.
Meaning of the type of information for each field of knowledge. Meaning of research techniques. Elaboration of the method of research and collection of information. Information Collection.
Information analysis. Use of information: at a strategic or operational level. Marketing intelligence is a strategic, creative and relational activity.
It is an activity that requires a strategic vision to define the elements of an information system that is capable of giving the company a complete vision of the growth of the competitive context and of allowing the definition of the most efficient decisions.
It can also be defined as creative, because a selection of the object of investigation can lead to the creation of a vision of the competitive context and provide new indications; moreover it has a relational characteristic which can be obtained through the development of initiatives on social networks which can allow obtaining first-hand information, ideas, proposals and insights.
Fundamentals of Neuroeconomics needed in a Marketing Psychology Course?
Obviously, in a Marketing Psychology Course it is essential to have the foundations of Neuroeconomics, because when we make a mistake, control processes are activated which make use of new problem elaboration processes.
We can perceive it when we give a wrong answer to a question, we can call this the process of checking the wrong answer. This help generates a perception of having made a mistake previously, this also happens to a consumer when he has to make a purchase choice.
The brain, by sending such sensations of error, tries to reach a balance of satisfaction and tries to regenerate a return to stability through our mistakes.
There are mechanisms for returning to neuronal stability and remedying the behavioral errors committed; in fact, every decision or choice in the economic sphere, for example the choice of a product has a neuronal trace that the brain recognizes; When we make a decision without the usual hint, the brain interprets this lack as a sign that the choice or decision is wrong.
Numerous theories have been studied in this context, Jung-Beeman (2004) discovered that a subject who suddenly feels that he has given the right answer to a question, increases activity in the right temporal lobe, with this explanation we can say that the brain has the ability to generate the impression of reaching a state of stability, in solving a problem.
Another scholar, Singer (2005) asserts that numerous neuronal processes that contribute to the resolution of a problem, generate the brain trace of the resolution and harmonize creating stability and balance.
What is Neuromarketing and how does it work?
Neuromarketing is a new subject of study, arising from the confluence of marketing theories, neuroscientific studies on brain performance, behavioral economics, consumer psychology and the study of communication.
It supports a new model of analysis of decision-making processes, which asserts that decisions can be delineated by irrational, intuitive, heuristic and affective processes. It is not a technique that triggers the “buy button” of our brain.
Neuromarketing will never be able to accompany consumer behavior, but it gives the possibility of directly measuring processes and emotions that consumers may not even be aware of, consumer decisions and reactions to advertising stimuli.
It constitutes a strategy for measuring how advertising solutions, websites, product packaging, labels operate. Therefore, it allows to directly measure those aspects considered fundamental in the consumption process today; Emotional involvement, attention focus, memorization are considered.
Through wireless technologies and portable instruments of high technical reliability it is possible to carry out sophisticated surveys on consumers in the field even at low costs, measuring the psycho-physiological mutations generated by cognitive and emotional processes; the method of studying and observing the consumer is increasingly generated on a decision-making scheme with the power of being able to recognize the value of the affective aspect and the presence of unconscious trends.
The basic principle on which neuromarketing is based is that consumption is an action that has an emotional, relational and identifying entity, which occupy a predominant position compared to the functionality of the product; when we buy a product we always let ourselves be influenced by the emotion that it itself generates in us.
In marketing terms it is the dream of buying, the efficiency of a connection with the ability to create emotions, instead of simple functional information, identifies a fundamental importance, compared to a rationalistic basic scheme; from the 70s onwards, a new way of reproducing decision-making processes was presented, bringing about a profound paradigm shift in the way of studying consumers.
These studies demonstrate: the importance of the emotional form in the perception of stimulations.
These two processes, the cognitive and the emotional, must be considered as distinct and interacting mental functions. LeDoux asserted that the cognitive system is activated in the cortical area and is the second slowest and most expensive process, the adaptive function is faster and is connected to the thalamic area, the most ancestral part of our brain.
The numerous results obtained from neuroscientific research have allowed us to have more precise indications on brain functioning.
As we know, neurosciences study the nervous system, starting with the investigation of biological processes, combining them with psychology and psychophysiology.
The birth of neuromarketing took place with the use of these techniques, corresponding unequivocally to research on communication and consumption.
Initially to give honor to the study of the consumer and later, it is increasingly considered a technique to better understand the processes of consumption thanks to a new reiteration on the trust of its scientific conjectures.
The main neuromarketing measurement techniques are: Eye Tracking i.e. the measurement of eye movement and many others; Explained in more detail in a Psychology Marketing Course.
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