PSYCHOLOGY OF THE CONSUMER’S AND THE ADVERTISE IN TERMS OF FACTORS THAT LEADS TO CONSUMER’S DECISION MAKING
University of Bucharest, Faculty of Psychology and Educational Sciences, Department of Psychology
The present article holds forth consumer and advertise psychology with regard to factors which control the decisional behavior of a potential consumer. The aim of this article was that of inquiring factors which can govern decisional behavior of a potential buyer starting with a series of facts which are present in consumers psychology as well as in the advertise psychology. This article forged into the scientific literature approaching two complementary topics. On one hand the decisional behavior was approached with regard to consumer’s psychology and on the other hand it was approached with regard to advertise psychology. The article is targeting an investigation of the scientific literature with regard to consumer’s psychology from the perspective of the decisional process, the theory of cognitive disharmony, the impulse of shopping as well as the perspective of cognitive and emotional aspects which are involved in the potential consumer’s decision. Another inquiry was made from the perspective of advertise psychology with regard to a series of aspects as those of the strategies used to elaborate advertises meant to generate emotions responsible for the consuming decision. An emphasize was also laid upon the use of advertises that appeal to the sexual sensors and their consequences. Some ethic aspects of different types of advertise were also discussed as well as the attitude presented by a potential consumer with regard to an advertise as well as his disposition. To conclude the article investigated a series of aspects which are particular for consumer’s and advertise psychology with regard to different factor which can influence decisional behavior.
Cuvinte cheie: psihologia consumatorului, psihologia reclamei, factori decizionali
Keywords: consumer’s psychology, advertising psychology, decisional factors.
This article can be cited as:
3. S. Vlasceanu (2013). Psychology of the consumer's and the advertise in terms of factors that leads to consumer's decision making. Romanian Journal of Experimental Applied Psychology, vol. 3, no.4, pp. 22-28, 2013.