What is Consumer Psychology?
Consumer psychology is the scientific study of how people think and behave toward the products and services they see and use in their daily lives. Consumer psychology, sometimes referred to as consumer behavior, can be seen as an interdisciplinary approach, as it is influenced and influences many related fields such as marketing, social and cognitive psychology, advertising and economics. Consumer psychologists enjoy a wide range of job responsibilities with many choosing jobs in advertising, government and private consulting, marketing and academia. What is Industrial/Organizational Psychology? Industrial/Organizational (I/O) psychology is the scientific study of how individuals function and interact with others in the workplace. I/O psychologists study a variety of factors that can help to increase the overall effectiveness of organizations and individuals within public and private enterprises. Some of these factors include the study of leadership, motivation, behavior during group b
The term consumer psychology refers to the study of how people relate to the goods and services they use in their daily lives. Also known as the study of consumer behavior, consumer psychology provides opportunities to examine issues such as what factors are most important when people decide to purchase a particular item, how customers determine the value of a service, and whether or not television and magazine advertisements can convince a reluctant consumer to try a new product for the first time. Consumer psychology seeks to describe and explain consumer behavior, although some consumer psychologists will attempt to predict or influence a customer’s decisions. The discipline of consumer psychology draws heavily from the fields of marketing, advertising, economics, anthropology, social psychology, and cognitive psychology. However, consumer psychology has been recognized as its own area of study since World War II. One of the first noted consumer psychologists was John B. Watson, the
This pamphlet focuses on how to obtain Ph.D._level training in consumer psychology and on career opportunities for Ph.D.level consumer psychologists (we refer students interested in bachelor’s_ and master’s_level positions to Appendix 2 in Kotler, P. and Armstrong, G. [1991]. Principles of Marketing. Englewood Cliffs, NJ: PrenticeHall). This booklet provides students in psychology, marketing, and communications with information about: _ the orientation and the goals of consumer psychologists _ the contributions they make _ their research methods _ their academic journals _ graduate programs in consumer psychology and _ career opportunities in consumer psychology Consumer psychology is the study of human responses to product and service related information and experiences. Many responses are relevant, including affective (emotional), cognitive (beliefs and judgments), and behavioral (purchase decisions and consumption-related practices) responses. A broad range of product and service re
