Psychological Marketing: A Literature Review on Consumer Behavior

This literature review delves into the application of psychology within the field of marketing, focusing on how companies employ various strategies to shape consumer perceptions and influence purchasing decisions. The review explores key concepts such as priming, including repetition and semantic priming, and their impact on consumer behavior. It highlights how marketers leverage psychological tactics, often unconsciously, to create positive associations with products and services, ultimately driving sales and profitability. The review examines the importance of understanding consumer expectations, the role of emotional appeals, and the ethical considerations of psychological marketing, providing insights into how businesses can effectively engage with their target audiences and build lasting brand loyalty. The literature review covers the impact of priming on consumer behavior, detailing how both positive and negative priming affect the speed of processing and influence decision-making processes. The document emphasizes the strategies employed by marketers to influence customers without their conscious awareness, and highlights the significance of adapting marketing approaches to meet the diverse needs of consumers.

LITERATURE REVIEW:
PSYCHOLOGY IN
MARKETING

Table of Contents
ABSTRACT.....................................................................................................................................3
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Priming.......................................................................................................................................1
Repetition priming......................................................................................................................6
Semantic priming......................................................................................................................11
IMPLICATION FOR PRACTICE ...............................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

ABSTRACT
Companies make use of different type of strategies so that they are able to develop
positive perception within the mind of customers. In psychological marketing, employees to
understand the set of roles that has to be played by them. Further, this chapter talks about
priming that enables to develop a unique place within the mind and this is not even know by the
individual. Further, there are other topic like semantic priming and repetitive priming. Both these
are aspects are highly important for the business to attract customers and in attaining their sales
and profitability. In addition to this, repetitive priming enables to increase the understanding that
people have towards the stimulus that is focused by the employees. It is important to understand
the requirement that each of the service users have so that profitability can be raised in positive
manner.

INTRODUCTION
Marketing can be determined as a process through which people are informed about the
products and services that are delivered by the organization. There are different types of
strategies applied so that companies are able to developed positive perception within the mind of
customers (Armstrong, Kotler and Brennan, 2015). Before making any type of purchase
decisions, certain set of expectation and preference are set by service users. When these are
fulfilled, then purchase decision are made. Main focus of the firms is to get into the mind of
people and majority of marketers are not psychologists. However, successful markets are able to
make use of strategies in which people do not even realize but positive image is develop for the
products or services. The rate of competition is high, around the world there are companies that
deliver people with similar type of products and services. But customers prefer to choose the
services deliver by firms that are able to meet their expectation. There are certain set of skills that
are 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 in
literature 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. More
specifically, focus is made on determining the impact of psychological marketing on consumer
behaviour. Further, it covers concept of psychological market, priming, Semantic priming,
Repetition priming, etc. Moreover, it will enable to identify the strategies that are applied by
marketers so that positive perception are developed among customers.
MAIN BODY
Priming
As 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 be
make appropriate analysis of all the available sources that will be suitable for them to fulfill their
requirements. In accordance with psychological marketing, employees aim at developing a
unique place within the mind of customers. This is done by identifying the emotional aspect that
can make them purchase the product. There are different type of psychological tactics that are
applied by marketers so that they can influence consumer behaviour.
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Running up emotional ideas: There are studies that are conducted which has shown
psychological and emotional appeals which resonate with customers rather than functions and
features appeals. In an advertisement, that is focused on delivering psychological component
outsell features (7 Reasons Why your Customers Buy your Products, 2015). When life style of a
person get improved with the product or services that are delivered by the organization, then it
can be stated that their psychological aspects are triggered.
Highlighting flaws: As per Gallegos., J.N, (2017) it is identified that people tent to doubt
on the claims that are made by marketer. All the information that are provided by them for the
product or services are not appropriate. These are the strategies made so that they are able to
influence customers to make purchases. However, this is considered to be unethical and it is a
type of manipulation made by workers so that their targets can be attained. In this context, it can
be stated that one of the effective way to raise credibility is by pointing out shortcoming of
products (Olensiki, 2013). When employees share shortcomings of the products, then they it is
helpful 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 on
understanding the product or services differently. When there are firms that deliver their
customers with similar good but the type of advertisement that are made enables to trigger
service users emotionally, then it enables to attract customers.
Promoting exclusivity: This is to trigger the top aspect of Maslow’s hierarchy of need and
that is self-esteem. It is essential to make sure that people feel important or they feel that they are
part of an executive group (Thomas, Fraedrich and Mullen, 2011). When products or services are
sold and the type of marketing that are consists of making individuals feel important, then it is
favorable enough make them develop positive perception within the mind of customers.
Introducing doubt, uncertainty and fear: These aspects are generally make so that
customers change their mind towards the good sold by company. This is considered to be so
powerful that it can nuke the competition.
There are psychological strategies that are applied in which people are able to store the
information in their mind without even their get to know about it. This is determined to be the
concept of priming that implicit memory that exposure to stimulus that response to later
stimulus. This can be visual, recorded or written. This is possible when marketers are able to get
into the mind of customers and people are not aware of it (Sah and Fugh‐Berman, 2013). There
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is different type of priming in which positive and negative are the main types in which priming
gets affected through speed of processing. Negative is the one that slows down the speed and
positive one aim are considering the high speed in the process. When a person experience the
stimuli, then they it is a positive priming. On the other hand, negative priming is caused when
individuals simply experience stimuli. SoloRio., (2012) stated that proper research need it be
carried out so that management of the firm is able to identify the areas in which they get into
mind of customers that they themselves do not get to know they have experienced the stimuli.
Marketers are able to get into non-conscious level of customers. This is done by understanding
the human behaviour and triggering the aspect that will have positive perception within the mind
of customers. In depth understating will be raised by considering views of different authors.
As per the view of the Gray and Wert‐Gray, (2012), priming is the term which states
about the behaviour of person in facing the situation or an event. In simple words, it is the
process or technique which shows about the influence of behaviour on the occurrence of an
event. There are many other factors too which can affect the behaviour. But priming is
considered to be one of the main activity which influences or have an impact on consumer
behaviour. On the other hand, Shanks, D. R., Newell, B. R. and Moore, C., (2013) said that
priming is the word which shows about the influence of some event on the behaviour. It occurs
later on after the happening of an event.
According to the Sweetman, Luthans and Luthans, (2011) priming can be either positive
or negative. Positive priming occurs when the individual faces the situation and later on
experiences it. On the contrary, in negative priming the person who faces the situation ignore it.
Priming which is positive in nature occurs in the subconscious mind of the person. The
individual is not really aware with the process of priming. It shows that when the person faces an
event or situation and takes active part in it, then it means when the next event will occur the
individual will not need much time to be active. The individual will be able to understand all the
things in relation with the situation effectively and efficiently. On the other hand, negative
priming is very much difficult to be analysed and understood. It occurs when the person is not
able to understand the effects of an event and later on ignores it. This can create many problems
for the individuals afterwards. It can raise the conflict in brain.
As per the view of Wiederhold, Boyd and Riva, (2014) priming is the psychological term.
It deeply affects the behaviour of person to a certain level. It is the process which affects the
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behaviour later on even if the situations or events are not connected with each other. This helps
the individual to increase the speed of learning and understanding some topic or information. It
makes the person to understand the item with high speed. On the contrary, Lysonski, (2014) said
that priming is the activity which either shows the new item or make the people to recollect that
thing which they have experienced in their subconscious mind. By this, individual will be able to
take active part in the situation and understand it in the better way.
According to the Hair, Sarstedt and Mena, (2012) the process of priming has the
minimum level of impact on the thoughts which have been occurred in the past. Mainly, the
things which are related to the prime, stays for minimum twenty-four hours. Priming may only
occur when the individual faces the situation which is the same or likely to be same from the
experiences. It can only trigger when the person goes through an event which is already stated in
his subconscious mind.
As per the view of, Aguinis and Glavas, (2013) there are many types of priming. They
are semantic, repetition, conceptual, masked etc. It is the process which works in the best way
when the event is same as the previous which occurred in the past. There is different type of
priming which occurs in each different situation or event. It is the procedure which shows
individual the way of behaving and handling the situation in better way. This is the very
powerful impact on the brain and makes or guides the person to behave in the specific situation.
On the other hand, Harikrishnan, Ashok and Anand, (2014) is completely against the statement
that priming works better when the situation is same. It can also work effectively and efficiently
even in the different situation. Such as, marketing. An organisation adopts many innovative
changes while making the strategies for marketing. These changes are not seen or understood by
the customers but deeply impacts their behaviour. Consumers are totally unaware with the fact
that the new change is making some place in their mind. This states that the individuals get
affected by what they see. It is not necessary whether that situation has occurred with them in
their experience or not. This is up to the thinking process of person. Priming will be different in
accordance with the situation. It is on the individual that how they think on the event which is
faced by them.
According to the Woodside, (2012) activity or process of the priming will be positive
when the individuals will be fully satisfied. Positive impact will only occurs when the people do
not choose to ignore the situations which are faced by them. Negative priming can create many
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troubles for the organisation in their marketing activities. It means the individuals who face the
change in the activities but do not mind and ignores, then it creates the negative priming.
As per the view of, MacKenzie and Podsakoff, (2012) priming is the term which
influences the behaviour of person either in positive and negative way. It deeply impacts the
mind or brain of individual. This immediately triggers when the person hears or faces the
situation which is same or related to the one which is in the subconscious mind. In simple way, it
is the activity of recalling the memory before starting the task or event. It makes the people to
understand and find the similar situations which they had faced or handled. On the other hand,
Trope and Liberman, 2010 said that the brain of the individual is the pool of information. The
person facing some situation which are same or somewhat related to the information . These all
the informations are stored in brain. It helps the individuals to change their behaviour in
accordance with the situation. On the contrary, Suh, Houston and Kwon, (2011) is totally
against the statement. The pool of information which is stored in the brain of an individual can
cause negative impact on the behaviour. It is because there are many information and memories
which are stored in the mind. The process of finding the same information or somewhat related
can be very much difficult for the person. By this, the behaviour which is followed by the
individual in accordance with information can be wrong. This will make the person to face many
types of negative impacts. This is upon the person to select the information effectively and
efficiently and, then guide their behaviour.
According to Reimann, Zaichkowsky and Weber, (2010) priming is the process which
makes the speedy delivery. For the speedy deliver there is the need of pool of information to be
stored in the mind. The person have to select the information by effectively analysing. It means
the individual have to find what will be the most appropriate situation which is suitable in the
specific situation or event. If the situation, occurs in which the person is not able to find the most
relevant item, then the process of priming will help them to speed up the process. The activity of
the priming is not in the hand of individuals. Behaviour of person changes in accordance with the
situational information which is stored in the brain. On the other hand, Gray and Wert‐Gray,
(2012) there are many negative impacts which are faced through the process priming. It can be
very difficult to handle the behaviour when the person choose to ignore the information.
This states that there are various elements and factors which shows the activity of
priming. This activity can be in both ways. That is either in positive or negative way. The
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behaviour of the individuals is influenced by the situation which is similar as the one which is
faced by them in their experience. Every individual reacts in different way in the situations. It is
because they are deeply impacted by their subconscious mind. In the view of Huang and Chen,
(2013) priming also effects the persons who are undergoing some psychological disease.
Different types of priming are there which are associated with the brain injuries. The behaviour
of the individual will be bad with the one who has done something bad. It is the simple
psychological thing. The person interacting with the other one goes back to the flashback in mind
and finds the situation which is related to them.
Repetition priming
According to Lessard-Bonaventure and Chebat, (2015) repetition priming is determined
to be improvement in behavioural response that occurs when stimuli are repeatedly presented. In
other words, when any type of activity is performed again and again, then it can be stated that
repetition will improve the performance. When talking about marketer, when any type of new
task is provided to then, then initially they will not be able to perform them with effectiveness.
However, when they perform that task again and again, then they get know more and they will
even find out some way to make the work easy. The improvement shown to be cumulative and
when the repetition increases, then it also increases the response (Kamleitner and Feuchtl, 2015).
On the other hand, when talking about customers, it can be stated that when any type of
advertisement or the type of strategy that is implemented by marketers is repeated many times,
then it is favourable enough to make customers know more about the products and services. As
per Rucker, Petty and Briñol, (2014) this is a situation that can occur without even the
individuals get to know about it. However, people will be aware of the repeats or improvement
that they have made in their response. This way, it is generally thought to get involve of the
implicit memory processes which are considered to be dissociable from processes related with
explicit memory. With the help of this idea, it supports to find out people with damage to
diencephalic or limbic structure. This enables to show measurable repetition priming effects but
there are also defects identified on explicit measures of memory (San, Martín and Herrero,
2012). In accordance with some of the researchers, it can be stated that there are both explicit
and implicit memory system are similar. In addition to this, repetition priming is also associated
with processes, episodic memory and stimulus expectation. Further, there are research conducted
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that are focused on identifying nature of mechanisms that are underlying the effects of behaviour
of rapid learning.
According to MacInnis, Park and Priester, (2014) repetition priming is defined as the
change in responding to an object or word that result in previous encounter with same item. This
can happen for same task or any other different task. The performance of a person gets improved
and this happens because of previous experience. This can be understood with the help of an
example, in a task when a word repeats second time, then the time it comes, the speed increases
(Nguyen and Nguyen, 2012). Further, repetition priming contains and influences probability of
production to be a previously encountered item that is set to be response at the time when task
allows multiple possible answers for each of the trials made.
Further, there are different type of models and theories that are included in repetitive
priming. In this context, they are as follows:
Fatigue: In accordance with this model, the attenuation of neural response is
hypothesised. This is done due to an overall reaction that is made in the amplitude of neuron’s
firing. Consideration is made whether it is occurred across all neurons that has responded to
initial stimulus or at the time when critical subset of initially responded maximally that is not
much clear (Hartmann and Rutherford, 2015). From the evidence, it can be stated that
mechanism like reduces redundant neural firing. Further, it also enhances efficiencies in
processing in early visual cortex.
Sharpening: As per the similar lines is considered to be the idea that causes neurons due
to repetition which are less relevant to representation of stimulus in order to stop firing at the
time when stimulus is repeated. In this context, the representation is made by gradually sparser
response. This results is adaptive reduction in metabolic requirement and it also enables to raise
efficiencies in transmission of data with the help of neural hierarchy. Further, this results in
lateral inhibition within representational levels at competitive Hebbian learning system (Radocy
and Boyle, 2012). This is the time when strong connections get stronger and inhibit the weaker
connections. Evidence for these type of studies come from inferotemporal cortex and contains
single cell recordings that are of long training period. On the other hand, decrease in firing rates
within short period of training on repeated events were applied on the cells that were greatest that
initially responded with highest activation rate in line with fatigue model that was stated above.
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Reduced prediction error: At the time when any type of stimulus is repeated, then top
down feedback modulates the neural response. This is the time when there are reduced neural
activities and there is identification of improved behavioural responses that reflecting fulfilled
expectations (Eagle, Dahl and Tapp, 2013). This idea for this type of concept came from
Bayesian statistics and predictive coding theories. In addition to this, it also has support in fMRI
studies that enables to manipulate stimuli expectations. Further, the result also states involvement
of attention that seems to have modulatory effect on priming elicited.
Facilitation: in accordance with this model, it can be stated that with the help of network,
information passes or travel faster. This is the time when representation of stimulus overlaps
with previous representation. Further, there are studies related with fMRI used to attempt to
measure potential latency differences but it is identified that temporal resolution is not very
precise (Kamleitner and Feuchtl, 2015). In addition to this, recording that are made through
single cell typically do not show shortened latencies to the stimuli that are repeated. Further,
there are other types of explanation that are made for facilitation is related with synaptic
potentiation within an attractor’s neural network model. This is the condition in which repetition
reduces the settling time as attractor basin gets deepens. In addition to this, it also increases
overall speed of processing.
Stimulus response binding: Due to repetition priming is caused due to binding the initial
stimulus when it is directly response while bypassing the intervening computation of layers. All
the type different types of mechanism that mediate the direct binding are not clarified. However,
there is various type of hypotheses that are put forward. As per one of the theories, it is
determine to be a race that is carried out between reengagement of algorithmic route and
activation of previous stimulus response route (Lessard-Bonaventure and Chebat, 2015). Further,
there is another theory that suggests that operation of action trigger where repeated stimuli
trigger that response that were given previously through conceptual and perceptual associations
with stimulus that are original. Based on this theory it is evident of response for congruency
effect. This is done that is expected from stimulus response bindings.
Neural synchrony: This is a type of theory that is based on the idea that due to
downstream neurons are highly sensitive for both timing of inputs and firing rates. The
efficiency of processing need to be gained with the help of synchronised activation. All the
evidence that were identified through this association with stimuli that are repeated consists of
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phrase that are locked down between regions of cat visual cortex at the time when they are
measuring spike synchronisation used during trained compared with novel stimuli. This is with
the increased synchrony of spikes and suppressed firing that are with repetition of odour puffs to
locust’s antennae.
As per Auh and Menguc, (2013) there are 10 main aspects or principles that are included
in psychological marketing and they are as follows:
Priming: As per this type of principle, it can be understood with the help of the game in
which a person would say a word and other person has to say another word immediately. This is
the way through which priming works (Sah and Fugh‐Berman, 2013). Further, an individual is
exposed to a stimuli and response is identified of other person. There is a semantic association
word and colour. For example, yellow colour is associated with banana. This is a form of
imagination that is formed by a person when are made to think of any stimulus and they get to
develop another stimulus with it. As per Thomas, Fraedrich and Mullen, (2011) marketing is
highly related, this is generally used in websites in which management make use of various type
of colours through which people are able to remember key information regarding the product or
brand. In addition to this, it also influences a person to make purchase decision. As per a study
conducted, it is identified that by making manipulation in background design of a website
enables to affect customers purchasing choices. When customers are asked to make purchases
from two of the websites. In this, one of the websites primed on price and other on safety of cars.
It was identified that people tent to stay longer on the page that primed at price when compared
with safety.
Reciprocity: This is a type of concept that can be understood simply. In this context,
when a person does something to other, then he/she will try to do the same with the person. For
example, in a hotel when a person is placed with the bill with mint, then it is condition of
reciprocity (Tsitskari, Antoniadis and Costa, 2014). The type of service that is given by
employees will decide on the tip that will be given. In aspect of marketing, there are different
types of way that are helpful enough to get advantages through reciprocity. This way, marketers
need to focus on the type of services that are delivered to customers. It also includes after
services so it helps to develop positive perception within the mind of people.
Social proof: In accordance with this theory, people will adopt the action or benefits of
the groups of people whom they trust or like. In marketing, when advertisement are sponsored by
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any famous celebrity, then the type of product that they endorse will have positive impact on
sales as the people who follow or trust that celebrity will also make use of the product. In other
example, when a person who is highly followed shares a content, then the people who follow
them will also share the same content (Ho and Dempsey, 2010). These type psychological
strategies are highly effective to raise the sales and profitability in which the person is not even
aware that he/she has make purchase decision.
Decoy effect: In this type of model, the price of the product is changes and so as the type
of services are increased. When people go through the prices and the services that included, then
they are able to get attracted. It is simple in which individuals will prefer to make purchases of
the price in which they get more services (Bee and Havitz, 2010). There are different types of
aspects that are considered. In this context, it includes price, quality, quantity, etc. When making
comparison, when they get benefited, then they will make purchase decision.
Scarcity: In this model, companies would show scarcity of availability. This enables to
raise the interest of people in order to take purchase decision. When products are available in
ample, then it enables to make people think same as others (Abooali and Mohamed, 2012).
However, when there are only few of them left, then it makes special to make use of the products
or services that are delivered to them.
Anchoring: There are certain set of expectations that are developed towards the products
or services that delivered by the firm. When there are any types of sale offered by the firm, then
it enables to develop positive perception within the mind. In this context, when a person is
willing to make purchases of a product but he/she can not able to purchase due to high price.
However, when there are discount offers made, then it makes the people to purchase.
The Baader-Meinhof Phenomenon: In accordance with this, people will tent to seek for
the product. This generally happens when they have never heard of the product or the services.
This makes people curious and they tent to search for them so that they get to know about it and
use them (Cugelman, Thelwall and Dawes, 2011). When any advertisement is shown again and
again, it develop a unique place within the mind and when walking down the store and when the
person finds the same product, then they make purchase.
Verbatim Effect: The gist’s that are said by a person remains in the mind for long when
compared with the features that are stated. Information that is provided enables to other person to
think over the same and decide whether he/she is willing to make purchases or not.
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Clustering: Individuals are able to remember only small details of some information. In
this context, it requires the marketers to make sure that they conclude the details that people will
remember for long time. When any type of information that is provided by the firm for long
period of time, then it enables to have positive impact over sales and profitability (Armstrong,
Kotler and Brennan, 2015). This is because, people will share their piece of information that they
have gained from others and this way they help the firm to grow. This need to be done by
considering useful data that can be provided in the mind of people that can stay for long time in
their mind.
Semantic priming
As per the view, Sweetman, Luthans and Luthans, (2011) semantic priming is the term
which shows that when the situation occurs it does not influence the person at the immediate
level. It influences the thoughts of an individual later on. The concept of semantic priming is
same as the conceptual one. This process very deeply impacts the decision making process. The
activity of semantic priming is known to be the automatic process. It is because the activity of
triggering the situation which is same as other one is very immediate. In spite of these there are
many strategies which can be used to analyse the different informations which are stored in the
mind. It will eventually help the individual to get the exact event which has happened in the past.
On the other hand, Wiederhold, Boyd and Riva, (2014) said semantic priming happens when an
event or situation immediately triggers the subconscious mind of an individual. There are many
advantages which are related to this type of priming. There are many activities which occurs are
same as the which had happened in the past. That's why the processing of semantic priming is
very fast.
According to the Lysonski, (2014) there are many types of semantic priming which can
create the various impacts. Those are associative and non-associative priming. Associative
semantic priming means that the events and situations occurs may or may not be related with the
other one. In simple it means the responses which are given by the individuals might not be
related to the one which had happened in the past. On the contrary there is the non-associative
semantic priming which states that responses are not closely related to the other one which are
stored in the subconscious mind of person. It means some situations are not directly related with
activities which are experienced by the individuals.
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As per the view, of Hair, Sarstedt and Mena, (2012) for understanding the concept of
semantic priming associative and non-associative priming are not needed. Cited term can
effectively and efficiently understood by the tool which is called lexical decision task. It is the
task which makes the persons to think about the situation in detailed way. It makes them to think
about whether the situation is related to the other one. The responses which are found in
accordance with the lexical decision making are very fast. It has the high delivery speed. In this
process at first the individuals makes the whole analysis of the event with the informations which
are stored in their brain. This makes the person to give the response very fast. In the process of
lexical decision task the individual continuously thinks about the whole situation very
effectively and efficiently. It makes them to trigger the exact situation which is in relation with
the other one. On the other hand, Aguinis and Glavas, (2013) said that it is very easy find the
semantic priming when the event is in relation with the other one. It means the process of finding
the semantic priming can be very difficult when the situation or condition is not related or the
individual can not find the item which will be somewhat related to the present event.
According to the Harikrishnan, Ashok and Anand, (2014) there are many other models
which are related to the semantic priming. That can be Becker's verification model. This model is
all about representing the concepts. This model make the organisation to understand the semantic
priming effective and efficiently. This further helps them to find about the various marketing
strategies and understanding them in the better way. It is the model which makes the company to
understand various situations with the one which are occurred in the past. Adopting this model in
the marketing activities of the business is very much important because it makes them to
critically evaluate and compare all the situations in the proper manner. On the other hand,
Woodside, (2012) said that the Becker's verification model is only useful for understanding the
strategies of semantic planning. On the contrary MacKenzie and Podsakoff, (2012) said that this
statement is totally wrong. The Becker's verification model can effectively and efficiently
analyses all the strategies of semantic planning. Other than this it helps the individuals to find the
relation between all the events and situations which had happened in the past. All the
informations get stores in the brain subconscious mind of the person.
As per the view, of Trope and Liberman, (2010) there is an another model to understand
the semantic priming. That models are distributed network models. It is the model which shows
about the various data or informations which are stored in some systems. It is the best model
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which can be used by the organisation in marketing activities. It will make them to understand
the concept of semantic priming in the better and proper way. The company will be able to
handle all the situations in effective and efficient way. This model will show the firm about all
situations which are in some way related with the one which are experienced by them in the past.
It will impact all the decision making process which is followed by organisation in their
marketing activities. Distributed network models help the businesses to keep the record of all the
situations which are faced by them in the marketing. It makes the organisation to utilise their
previous experiences and handle the present condition is the proper manner. On the other hand,
Suh, Houston and Kwon, (2011) said that Distributed network models will only help when the
company had faced the similar situation like this in the past. Otherwise, this model will not help
them in any manner. There are many activities which are to be considered while handling the
process of marketing. Semantic priming is very helpful in finding the correct way to conduct the
marketing activities. Through this process the firm will be able to make various strategies related
to marketing. Semantic priming will make the company to implement all the strategies in
effective and efficient manner.
According to the Reimann, Zaichkowsky and Weber, (2010) there are many other models
too which are associated with the semantic priming. One of them is spreading activation models.
This is considered to be one of the most important model from two priming theories. These all
the models have similar qualities as the other models have. This makes the individual to trigger
the same situation which is faced in current condition. It means visual impact resulted in the
triggering of same event in mental representation. This model states that brain of the person gets
activated when it comes with the situation which is the same one or slightly related. The process
of activation is somewhat slower than the other one. But this process will work very fast when
the situation which is occurring is exactly same as the previous one. The response of this
activation will be delivered very fast. On the other hand, Gray and Wert‐Gray, (2012) said that
the model of Collins and Loftus is the best one among all. There are two activities which are to
be conducted under this model for the semantic processing.
According to the view of Binder Desai & Conant, (2009) semantic Priming paradigm is a
techniques is for investing how and when word meaning activation occurs during the visual word
recognition. The prime task to effect which will refer to reduce elimination of the typically
robust semantic priming from non semantic priming work such to find out fort then various word
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for a particular subject. These can be easily applicable at time of directly selling to the customer
which will help to bring more advancement in the customer behaviour. The more the brand will
be used the priming to attract the customer will help them to increase sales. As result semantic
priming will helpful in the various situation which can be easily recall the words.
According to the view of DeLisi, (2001) Priming is an tool to create the hidden memory
which will effect in an customer. It is important to understand the logic of opposite person which
will be the more crucial to get the better response from the customer to understand their need in
different situation by correct user of semantic Priming. As this is an psychological factor which
will help to make advance on the customer satisfaction.
According to the view of Lucas, (2000) customer are affected by various force which can
be external and internal in this brand utilise to attract customer by various strategies such as price
or packaging which are not intrinsic to the products and make different choices without
reflecting on the consequence of their point of view. The important of the semantic priming by
utilise the various techniques by research by market in several manner to brings consumer
requirement and want to sell organisation goods and services.
According to the view of Hutchison, (2003) the customer mind is not fix and never judge
on the individual traits which gives the best possible reviews as per their past experiences on the
different set of products which are used for specific purposes. Sometime the mind divert into the
subconscious state which can not focus on a particular thought and at that time issues will be
face by the customer in different situations. The competitor and advertise of will use the
effectively of semantic priming for the customer behaviour with the help of branding and
interaction with the motive of more customer attraction to spend more amount on our goods and
services. Same as priming is an subtle that individual will unaware of the various sources in
which the behaviour can be easily changed due to high stress and fed situation will arise in front
of the organisation. As the various practical also suggest that customer are more desired to try
the goods and services after the promotion or any billboards characteristics of single ethnicity or
race by them. Therefore it can be easily observe that semantic priming to know the customer
mind effectively which can be help to the organisation by putting efforts on promotion and
marketing cost increasing.
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IMPLICATION FOR PRACTICE
From the above literature review the concept of priming got cleared. It is the process
which shows the influence of some event on the other one. These priming activities deeply
impact the process of marketing which is done in the organisation. It affects the behaviour of
the consumers. Priming process makes the company to adopt changes which are mostly wanted
by the customers or deeply impact them without their knowing. For example, music which is
being played in the restaurant deeply impact the behaviour of individuals. If the music, is good
then it will affect the buying activities of the individuals. It will create the positive environment
and the people will tend to spend more. This is the activity will occur without the knowing of
customers. This will make the organisation to fulfil their all the objectives and goals effectively
and efficiently. There are tow types of priming which are repetition and semantic. In the
repetition priming it influences the individuals when exactly the same situation occurs which
had happened in the past. For example, when the companies faces the exact situation which
they had experienced in the past. All the activities which are done by the company stays in the
subconscious mind of the consumers. Customers behaviour get influenced by the activities
done by the firm without their knowing. Individuals sometimes don't know that the event from
which they are going through influences their behaviour at the higher level. On the other hand
there is the semantic priming. It is the priming in the situation may or may not be related with
the other ones which are happened in the past. The process of semantic priming gets the
response which is very fast. It analyses all the situations which are happened in the past and are
stored in their brain. For example, if the music which is played in the restaurant is French then
the customers will prefer the products which are French. On the other hand if the music which
is played is German, then the German products which will be preferred by the customers. It is
the fact that if the person listens to something and immediately triggers the word which is
related to it in the subconscious mind. This states that the priming is the activity which
influences the behaviour of customers and affects their purchasing activities. The process of
marketing which is done by the organisation will also get affected the concept of priming.
CONCLUSION
From this literature review, it can be concluded that main focus of the companies need to
be made on understanding the preferences of customers. When management are able to identify
the set of expectations that service users have, then it enables them to attain their goals and
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objectives. Further, there are conditions in which marketers have direct interaction with
customers. They are the one who present the products and services. When they are not able to
perform their set of roles in positive manner, then it has negative impact over the business.
Further, an idea that is developed by the business need to be developed in such a way people is
able to build it in their memory. This is only possible when the type of advertising that are made
by them is so effective that people get attract. Perception of any services of products is based on
the type of image that is created by the firm by making use of strategies to raise their sales and
profitability.
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