Psychology within Consumer Behaviour: What do we need to know?

I had a week off doing PR related blog posts and now I need to get back onto it! This is the 5th blog post of my Consumer Behaviour series! I hope it's giving and insight into Consumer Behaviour for all of my lovely readers.

Anyway, onto today's topic...

During week 5 at University, I learnt about how Psychology comes into play with Consumer Behaviour. For those of you wondering what Psychology is, it's 'The study of human thought processes'.

It's split into 4 areas:

1) Self and Personality - How you build yourself into who you are

2) Perception - Your views and opinions on life and everything else

3) Drive and Motivation - What gets you where you want to be in life

4) Learning and Knowledge - What you learn in life and acknowledge

In Consumer Behaviour alot of the time marketers have to get to know their Consumers in order to get the product or service across as efficiently as possible. They create character profiles based on peoples psychological factors, including personality and self concept.

An example of this is Dogs Trust. For them to reach out to the right audience they would need to build a persona of their consumer in order to get the charity key message and aims to them as clear as possible. Their advertising can be very heart triggering. We like adverts which pull on our heart strings. We like adverts which makes us want to make a difference and this is exactly that. Their recent campaign creates would've spoken to focus groups and done different things in order to make that advert as appealing as possible to the audience.

One brand which has always been very appealing to me is Topshop. If I ever need anything or want to change my style or colour of clothing I wear then I can always rely on them to provide that for me to fit with my personality and style.

Put your thoughts below about what you think about Psychology in Consumer Behaviour.