The Psychology of Marketing
The Psychology of Marketing

Summary/Abstract: Consumers face numerous sources of influence. For instance, there are cultural influences which affect everyone's buying behaviour. Many western people will not attempt to barter with a sales person whereas this is a common practice in some other cultures. The psychology of marketing is a critical discipline that explores the interplay between consumer behavior and strategic marketing practices. Advances in neuropsychology and data analytics have deepened our understanding of implicit biases and subconscious drivers of behavior, enabling the development of more targeted and ethical marketing approaches. This study explores insights from cognitive, emotional, and social psychology to understand and influence decision-making processes. To analize the qualitative data Weft-QDA program is used. Key themes include the role of perception, memory, and emotion in shaping consumer preferences, the impact of persuasive communication and branding on loyalty, and the application of behavioral economics in pricing and promotional strategies.. This study outlines the importance of integrating psychological principles to create impactful marketing campaigns, optimize customer engagement, and foster long-term relationships in an increasingly digitalized marketplace.

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