Consumer Psychology and Marking Communication
PSY/322
August 26, 2013
Michael Turner
Consumer Psychology and Marking Communication
Abstract
This paper is an analysis of two articles and the physiological concepts the authors of the articles were mainly researching as well as the types of research or studies that the authors used to investigate the concepts. The paper will also consider the relationship between consumer psychology and marketing communications.
Article One
“How minority consumers use targeting advertising as pathways to self-empowerment.”
This study highlights the social cultural role of advertising by analyzing gay consumers’ interpretations of explicitly gay-themed commercials. It also addresses theoretical issues related to the interaction between disenfranchised consumers and the dominant cultures marketing enticements, to understand the fundamental question of what consumers do with advertising (Tsai, 201l).
Article Two
“An Empirical and Consumer Psychology Analysis of Trademark Distinctiveness”
This article looks in to the nomenclature of trademark uniqueness that has long been allowed in the courts and intellectual reviewed. This uniqueness scale is customarily vindicated based on a hypothesis about consumer psychology: those consumers recognize suggestive, illogical, or bizarre marks as source indicating, but see explanatory marks as “merely descriptive” (Lee, 2009)
Psychological Concepts: Article One
The author uses a specific psychological concept in her study, the concept of social influence. Social influence is the study of the methods used to persuade people, or the study of how people persuade others. The study in “How minority consumers use targeting advertising as pathways to self-empowerment” focuses on how advertising by analyzing 25 gay consumers’ interpretations of explicitly gay-themed commercials. She focuses on how gays and lesbian consumers use targeted advertising to manage their marginality where...