Psychological Marketing in Organisation
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Added on 2020-06-05
Psychological Marketing in Organisation
Added on 2020-06-05
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LITERATURE REVIEW:PSYCHOLOGY INMARKETING
Table of ContentsABSTRACT.....................................................................................................................................3INTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Priming.......................................................................................................................................1Repetition priming......................................................................................................................6Semantic priming......................................................................................................................11IMPLICATION FOR PRACTICE ...............................................................................................15CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................17
ABSTRACTCompanies make use of different type of strategies so that they are able to developpositive perception within the mind of customers. In psychological marketing, employees tounderstand the set of roles that has to be played by them. Further, this chapter talks aboutpriming that enables to develop a unique place within the mind and this is not even know by theindividual. Further, there are other topic like semantic priming and repetitive priming. Both theseare aspects are highly important for the business to attract customers and in attaining their salesand profitability. In addition to this, repetitive priming enables to increase the understanding thatpeople have towards the stimulus that is focused by the employees. It is important to understandthe requirement that each of the service users have so that profitability can be raised in positivemanner.
INTRODUCTIONMarketing can be determined as a process through which people are informed about theproducts and services that are delivered by the organization. There are different types ofstrategies applied so that companies are able to developed positive perception within the mind ofcustomers (Armstrong, Kotler and Brennan, 2015). Before making any type of purchasedecisions, certain set of expectation and preference are set by service users. When these arefulfilled, then purchase decision are made. Main focus of the firms is to get into the mind ofpeople and majority of marketers are not psychologists. However, successful markets are able tomake use of strategies in which people do not even realize but positive image is develop for theproducts or services. The rate of competition is high, around the world there are companies thatdeliver people with similar type of products and services. But customers prefer to choose theservices deliver by firms that are able to meet their expectation. There are certain set of skills thatare required for a marketer to have. When they are able to perform them with their full effort,then they satisfaction level is raised (Cugelman, Thelwall and Dawes, 2011). This is a chapter inliterature review in which all the view that are presented from the side of researchers are shown.These are helpful enough to raise in depth understanding for the research topic. Morespecifically, focus is made on determining the impact of psychological marketing on consumerbehaviour. Further, it covers concept of psychological market, priming, Semantic priming,Repetition priming, etc. Moreover, it will enable to identify the strategies that are applied bymarketers so that positive perception are developed among customers. MAIN BODY PrimingAs per James G, (2018) Customer never makes purchase of products due to its features.When a customer is in need of any product or services, then they will make purchases. However,people who prefer to consider other aspects like price, quality, quantity, etc. then they will bemake appropriate analysis of all the available sources that will be suitable for them to fulfill theirrequirements. In accordance with psychological marketing, employees aim at developing aunique place within the mind of customers. This is done by identifying the emotional aspect thatcan make them purchase the product. There are different type of psychological tactics that areapplied by marketers so that they can influence consumer behaviour. 1
Running up emotional ideas: There are studies that are conducted which has shownpsychological and emotional appeals which resonate with customers rather than functions andfeatures appeals. In an advertisement, that is focused on delivering psychological componentoutsell features (7 Reasons Why your Customers Buy your Products, 2015). When life style of aperson get improved with the product or services that are delivered by the organization, then itcan be stated that their psychological aspects are triggered. Highlighting flaws: As per Gallegos., J.N, (2017) it is identified that people tent to doubton the claims that are made by marketer. All the information that are provided by them for theproduct or services are not appropriate. These are the strategies made so that they are able toinfluence customers to make purchases. However, this is considered to be unethical and it is atype of manipulation made by workers so that their targets can be attained. In this context, it canbe stated that one of the effective way to raise credibility is by pointing out shortcoming ofproducts (Olensiki, 2013). When employees share shortcomings of the products, then they it ishelpful enough for customers to trust on the other information that are provided by them. Repositioning competition: This is possible when marketers are able to focus onunderstanding the product or services differently. When there are firms that deliver theircustomers with similar good but the type of advertisement that are made enables to triggerservice users emotionally, then it enables to attract customers. Promoting exclusivity: This is to trigger the top aspect of Maslow’s hierarchy of need andthat is self-esteem. It is essential to make sure that people feel important or they feel that they arepart of an executive group (Thomas, Fraedrich and Mullen, 2011). When products or services aresold and the type of marketing that are consists of making individuals feel important, then it isfavorable enough make them develop positive perception within the mind of customers. Introducing doubt, uncertainty and fear: These aspects are generally make so thatcustomers change their mind towards the good sold by company. This is considered to be sopowerful that it can nuke the competition. There are psychological strategies that are applied in which people are able to store theinformation in their mind without even their get to know about it. This is determined to be theconcept of priming that implicit memory that exposure to stimulus that response to laterstimulus. This can be visual, recorded or written. This is possible when marketers are able to getinto the mind of customers and people are not aware of it (Sah and Fugh‐Berman, 2013). There2
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