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Pg. Two Consumer psychology (CP) is the study of human responses to products and services. (Beall &# 038; Allen, 1997) They study the psychological factors that determine an individuals behavior as a consumer. (Maloney, 1990) Consumer psychology started only recently. It was established in a division by the American Psychological Association in 1960 as a sub-category of social psychology. (Mittelstaedt, 1990) Consumer psychology includes many things, such as marketing, consumer behavior and motivations, promotion, and communication. (Beall &# 038; Allen, 1997) Marketing is a very important part of consumer psychology. (Kotler &# 038; Armstrong, 1991) Understanding why people buy what they buy is at the heart of all marketing research. (Kotler &# 038; Armstrong, 1991) Companies depend on research on marketing products and consumer behavior. (Maloney, 1990) Responses to information about products and services are influenced by three major factors: (1) personality variables, prior attitudes and opinions, (2) situational variables and (3) person by situation interactions. (Beall &# 038; Allen, 1997) Many responses are relevant, including emotional, cognitive (beliefs and j Judgments), and behavioral (purchase decisions and consumption related practices) responses. (Beall &# 038; Allen, 1997) In order for the consumer psychologist to figure out what the average consumer is thinking, they must be able to: (Beall &# 038; Allen, 1997)? Define problem areas Pg.
Three? Create a system to analyze data? Offer new perspectives? Develop new solutions for recurring problems? Evaluate theories and evidence? Compare / contrast ideas and information?
Observe people / data /things? Hypothesize research question? Develop ideas and theories? Gather information? Clarify goals / problems ? Organize and analyzing data?
Summarize results? Synthesize conclusions These tasks help the consumer psychologist learn the mind of the average consumer, they are then able to accurately provide information to companies and help consumers get products and services that best satisfy these needs and wants. (Maloney, 1990) Research methods provide the foundation for all knowledge in a field of inquiry. (Mittelstaedt, 1990) Consumer psychology depend critically on the quality and sophistication of available research methods and computer simulation. (Kotler &# 038; Armstrong, 1991) Sophisticated physiological measures, Pg. Four scale development procedures, and multivariate statistical techniques are also used by consumer psychologists. (Kotler &# 038; Armstrong, 1991) The ability to understand consumers reaction to product and service entails a variety of skills such as: ? Analyzing / modifying behavior? Motivating? Perceiving and understanding individual differences?
Fostering group dynamics? Exhibiting empathy toward others? Identifying and understanding needs? Influencing and persuading people / groups ? Informing / explaining ideas? Mediating / negotiating conflicts?
Writing clearly? Presenting information effectively These skills are the key for the psychologists understanding of the consumers needs, wants and preferences. (Beall &# 038; Allen, 1997) Consumer psychologists are educators, researchers, and administrators. (Maloney, 1990) A bachelors degree in psychology offer very few opportunities directly related to psychology. Without additional academic training, a bachelors degree holders opportunities in psychology are severely limited. (McMichael, 2000) Masters degree consumer psychologists may work as industrial- Pg. Five organizational psychologists. (Mittelstaedt, 1990) Masters degree holders with several years of industrial experience can obtain jobs in consulting and marketing research. (McMichael, 2000) Others work as psychological assistants, under the supervision of doctoral-level psychologists, and conduct psychological evaluations. In the Federal Government, candidates having at least 24 semester hours in psychology and one course in statistics qualify for entry-level positions. (McMichael, 2000) Because this is one of the few areas in which one can work as a psychologist without an advanced degree, competition for these jobs is very high. (McMichael, 2000) Persons with a Ph. D.
in consumer psychology qualify for a wide range of teaching, research, clinical, and counseling positions in universities, elementary and secondary schools, private industry, and government. (McMichael, 2000) Most States certify those with a masters degree as school psychologists after completion of an internship. (McMichael, 2000) Some consumer psychologist maintain part-time clinical practices as well. (McMichael, 2000) In contrast to the many psychologists who have flexible work schedules, some who work in government and private industry have more structured schedules. (McMichael, 2000) Reading and writing research reports, they often work alone behind a desk. Many experience the pressures of deadlines, tight schedules, heavy workloads, and overtime work. (McMichael, 2000) Their routine may be interrupted frequently. Travel may be required to attend conferences or conduct research. (McMichael, 2000) Pg. Six Consumer psychology is a relatively young field with a very exciting future. (Kotler &# 038; Armstrong, 1991) Opportunities for people holding doctorates should have particularly good prospects. Increasing numbers are in management and policy level positions. (Maloney, 1990) Psychologists with extensive training in quantitative research methods and computer science may have a competitive edge over others without this background. (Kotler &# 038; Armstrong, 1991) The salary in 1999 for psychologists who have only obtained a bachelors degree was about $ 20, 600 to $ 25, 500, depending on you undergraduate academic records. (McMichael, 2000) Those with a masters degree and 1 year of experience start around $ 31, 200. Ph.
D. or Psy. D. degree psychologists having one year of internship start at $ 37, 800. Other Ph. D.
or Psy. D. degree psychologist having more experience start at $ 45, 200. (McMichael, 2000) Consumer psychologist are seen by critics as tools to assist business in influencing consumer attitudes and actions by means of advertising and other marketing activities. (Oelander, 1990) These psychologist are using what they know about people to use and manipulate them instead of helping them. (Oelander, 1990) Some justification about this view is shown in a content analysis of leading journals about the field, but not as harshly or to the extent taken by the critics. (Oelander, 1990) Consumer psychology purpose is to communicate consumer needs to the marketing agency. Consumer psychologists are found in a variety of settings, from academic Pg. Seven institutions (where they teach and conduct research), to advertising agencies (where they study consumer attitudes and preferences), to businesses and government agencies (where they help with a variety of problems in organization and management). (Beall &# 038; Allen, 1997) The goals of consumer psychologists are to describe, predict, influence, and / or explain consumer responses to products and services. (Kotler &# 038; Armstrong, 1991) As you can see it incorporates a wide variety of disciplines. Consumer psychologists are rewarding and the receive direct feedback from their work. (Oelander, 1990) They see how it changes things through product sales, and word of mouth. (Oelander, 1990) Consumer psychology is used to the benefit of consumers themselves.
By paying more attention to consumers actions, reactions and to consumption patterns rather than single decision, CP can provide the basis for helping consumer make decisions and provide what is best for them. Bibliography Pg. Eight Reference Beall, Anne E. and Allen, Ted W. (1997). Career Paths in Psychology: Where Your Degree Can Take You. Why We Buy What We Buy: Consulting in Consumer Psychology Kotler, P.
and Armstrong, G. [ 1991 ]. Principles of Marketing. Englewood Cliffs, NJ: Prentice Hall Maloney, John C. (1990) Consumer psychology's potential contribution to social science. Agres, Stuart J. (Ed); Edell, Julie A. (Ed); et al. Emotion in advertising: Theoretical and practical explorations. (pp. 329 - 367).
New York, NY, USA: Quorum Books xviii, 383 pp. McMichael, Mary Bureau of Labor Statistics (2000) web April 05, 2000 Mittelstaedt, Robert A. (1990) Economics, psychology, and the literature of the subdiscipline of consumer behavior. Journal of the Academy of Marketing Science. 1990 Fal Vol 18 (4) 303 - 311 Oelander, File (1990) Consumer psychology: Not necessarily a manipulative science. Aarhus School of Business, Denmark. Applied Psychology: An International Review. 1990 Jan Vol 39 (1) 105 - 126
Free research essays on topics related to: bachelors degree, consumer behavior, masters degree, level positions, products and services
Research essay sample on Products And Services Masters Degree
