Understanding Consumer Behavior: Psychology Principles
Psychology and Consumer Behavior
Psychology: The study of human behavior and its bodily manifestations, conscious or unconscious.
Social behaviors (we all align similarly). Bodily behavior.
Unconscious Behaviors
Unconscious behaviors: These are drives (unexpected), obsessive behaviors or routines, and needs arising from the unconscious.
Psychoanalysis
Psychoanalysis: Describes certain behaviors at a conscious or unconscious level.
Oedipus Complex
Describes the birth of personality.
Marketing will lack emotional connection without understanding these principles.
Introjection
Introjection: An unconscious behavior where one identifies with certain features of another person, making them their own, which generates identity.
For introjection to work:
- We must identify the individual consumer.
- We must identify the subject being introjected.
- The product characteristics act as the nexus between the two.
Projection
Projection: Placing my personality traits onto others.
Example: Caribbean images.
Defense Mechanisms
Mechanisms of defense: Ways to tolerate or deflect something that affects us negatively, drawing attention away from it.
Regression
Regression: A defense mechanism where we return to earlier stages of life, seeking protection.
The aim is to develop a product personality that is welcoming, friendly, and gentle.
Maslow’s Hierarchy of Needs
- Self-Realization
- Esteem
- Affiliation and social affections (friendliness)
- Security and protection (security alarms, insurance plans, life insurance) – avoiding physical and emotional damage.
- Physiological (basic needs: feeding, hygiene, shelter, commodities like bread).
Motivation
Motivation: An energy or impulse to do something. For motivation to occur, there should be a prior need.
Need –> Motivation –> Action (satisfaction and dissatisfaction)
External Motivation
Motivated by something to be recognized externally (e.g., studying law for status).
Internal Motivation
Appeals to a very personal need (e.g., studying law because one has always loved it).
Color Psychology
Blue: Dependence, inspires respect, authority (Bank of Chile, Viceroy, IBM). Relates to natural dairy products, light items.
Red: Attitude, strength, action, passion, maturity (Coca-Cola). Associated with stopping, precautions, sensuality, and femininity.
Yellow: Vitality, gives energy, movement, youth, warmth (Lipton). Neutral color for babies, safety, spring-summer season.
Green: Nature, healthy, ecological, peace (Limon Soda). Safety, recycling, a good work environment, money, good luck.
White: Purity, peace, goodness, hygiene (OMO). Associated with religion, cleaning, insurance, health.
Black: Technically elegant, status, satisfaction, power, authority (Compac, FBI, HP). High-tech electronics, fashionable clothes, power, bad luck.
Physiological Reaction to Color
Physiological reaction: The effect of an external stimulus produces a perception that generates a reaction within us.
Building Social Consensus on Color
Building social consensus: The definition, history, and culture we give a color through social interaction.
Attitude
Attitude: A person’s common stock. A learned predisposition that causes a person to behave in a certain way towards an object or situation.
- Perception
- Type of thinking
- Emotions