Where can I find information on the psychology of advertising or consumer psychology?

As a discipline, the psychology of consumption and advertising has a significant multidisciplinary or interdisciplinary nature, and the disciplines closely related to it mainly include psychology, sociology, economics and cultural anthropology.

The research results and related theories of psychology on perception, learning and memory, needs, motivation, emotions, emotions and personality will certainly help explain people's consumption behavior. The research methods accumulated in psychology over the years also provide an effective means for the study of consumer psychology.

Sociology's theories on interpersonal communication and information circulation in society, theories on the formation and development of customs and habits, the influence of social groups on people's behavior and personality, and the study of changes in social lifestyles and family structures are important theories of consumer psychology on the influence of social factors on people's consumption behavior.

The theory of economics on the production and circulation of goods, the theory of the value and the value of goods, and the theory of utility are the theories of consumer psychology on marketing psychology, psychology, and consumer decision-making research;

The influence of culture on human behavior in cultural anthropology, especially the research on the influence of cultural traditions, lifestyles and customs on human behavior in different regions, different countries and different nationalities, provides an important theoretical basis for the influence of social factors on consumer behavior and the study of marketing psychology.

This is a series of IKEA print ads, this group of advertisements means: fifteen cans of Coke are equivalent to an IKEA desk lamp: three cups of coffee are equivalent to an IKEA TV table; Six toothpastes are equivalent to those of an IKEA bedside table.

This set of IKEA's advertising images shows the characteristics of their products with low **.

This is where the psychological "bait effect" comes in. For example, in our daily lives, we can often see the application of this effect in the pricing of goods. For example, two packaged candies are displayed on a certain price:

One large package, one small package; The large package is absolutely high, but the unit price is very low compared with the small package.

Then, the ** option of that small package is actually a very important psychological reference target. This target allows consumers to find that large packaging is very cost-effective through comparison, so that they feel psychologically cheap. In fact, when buying a large package, consumers have to pay a higher consumption amount.

This is a very typical "bait effect" in marketing psychology.

This series of IKEA advertisements uses very cheap daily necessities, such as cola, coffee and toothpaste, as psychological "bait" for cheap discounts, and connects them with IKEA home products. In normal times, when consumers consume relatively cheap daily necessities, their consumption decisions are often more casual and fast. Divine Oak.

When consuming household products, no matter how much it is not sourced, it may be compared and thought more seriously. So when this series of advertisements for IKEA will be IKEA.

When the product and daily necessities are integrated into the tour, the low ** of daily necessities becomes a psychological "bait". It has driven consumers' consumption decision-making model for IKEA products to shift to the consumption decision-making model for daily necessities, which is more conducive to product sales.

There are really many applications of psychology in advertising, and after studying the subject of advertising psychology, I think advertising psychology is really a very interesting part compared to other fields of psychology!

Summary. Kissing, modern psychology believes that successful advertising generally has six kinds of influence on consumers, and they are:

1.Attention Attraction Advertising gives consumers a certain shock and attracted attention in a novel and unique way. 2.

Disseminate information advertising to disseminate product information to consumers to form a perception and impression of the product, especially the brand. <>

Let's talk about how advertising affects consumer behavior from a psychological perspective.

Kissing, modern psychology believes that successful advertising generally has six kinds of influence on consumers, and they are:1

Attention Attraction Advertising gives consumers a certain shock and attracted attention in a novel and unique way. 2.Disseminate information advertising to disseminate product information to consumers to form a perception and impression of the product, especially the brand.

Kiss extension: Advertising, as the name suggests, is to advertise widely and inform the general public about something. Advertising has a broad and narrow meaning.

Non-economic advertising refers to advertisements that are not for profit, such as announcements, notices and statements of political parties, religions, education, culture, municipalities, social organizations, etc. <>