Individual Customer Psychology Report: Brands, Theories, and Analysis

This report delves into the realm of customer psychology, examining its critical role in marketing strategies. It provides an overview of key psychological concepts and their influence on consumer behavior. The report analyzes two prominent brands, Expedia and Starbucks, showcasing how they leverage psychological principles in their marketing campaigns. Expedia's campaign is explored through the lens of imagination and emotional appeal, highlighting the application of the Utilitarian theory. Starbucks' initiative is examined in the context of supporting transgender individuals and its connection to Mandler's theory of emotion. The report also discusses various theories related to customer psychology, including Utilitarian theory, Self-discrepancy theory, Mandler's theory of emotion, Theory of reasoned action, James-Lange Emotion Theory, and Maslow's theory of needs. By examining these theories and their practical application, the report offers valuable insights into the dynamics of customer behavior and the impact of marketing on consumer decisions. This report can be found on Desklib where students can access past papers and solved assignments to improve their understanding of this topic.