Psychology helps marketers understand why and how consumers behave as they do. Psychological concepts such as motivation and personality; perception; learning; values, beliefs, and attitudes, and life styles are useful for interpreting buying process and directing marketing efforts. Motivation- is energizing force that stimulates behavior to satisfy a need. Personality- Refers to a person’s consistent behaviors or responses to recurring situations Perception- The process by which an individual selects, organizes and interprets information to create a meaningful picture of the world. Learning- refers to the behavior that results from (1) repeated experience, (2) reasoning. The way we perceive ourselves in relation to the rest of the world plays an important role in our choices behaviors and beliefs. Understanding social psychology can be useful for many reasons. First we can better understand how groups impact our choices and actions. Additionally, it also allows us to gain a greater appreciation for how our social perception affects our interactions with other people.
