Sample Business Studies Essay Paper on Psychological Theories and Buying Decisions

Marketing refers to the deliberate action of promoting and selling products and services that includes advertising and market research. A more profound explanation relates to marketing as the whole management process that facilitates the movement of goods and services from written theoretical concepts to the consumer. It involves the astute coordination of price, product, place, and promotion strategy. Advertising is the activity of producing meaningful information with the intent of promoting the sale of a particular good or service. It involves the process of appealing to the consumer to convince them to purchase a product. This essay will use the television set as the products for investigation.  

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Advertising and marketing take advantage of the person’s psychological inclinations. Generally speaking, appealing to someone’s emotions is likely to motivate them to make a sale. It is paramount for marketers and advertisers to understand the process of influencing the consumer to make a purchase. Psychological theories are used to provide a representation that helps us understand the human emotions, thoughts, and behaviors that guide every individual’s purchase (Haugtvedt, Herr & Kardes, 2012). The psychological theory states that influencing these feelings, thoughts, and behaviors are possible using theories of motivation or emotion. These are the consumer behavior theory, the motivation need theory, and lastly the Pavlovian theory. An optimal mix of these three principles will undoubtedly make influencing customers a walk in the park for every marketer and advertiser.

Foremost, the consumer behavior theory shows how customers purchase, use, and dispose of goods and services to satisfy their needs and wants. Consumer behavior depicts the thoughts and behaviors that influence a customer to make a purchase. This theory shows that a client will only make a purchase if the good or service is made to look like a need or want (Solomon, Russell-Bennett & Previte, 2012). Understanding the tenets behind such a consumer’s thoughts will allow the marketer to make communication directed towards influencing the consumer’s behavior. Most users did not consider a television a need until recently when information became very vital. However, every rational customer will only purchase the item with regards to the economic, motivation, and utility factors he or she stands to derive from it. The marketer and advertiser of this item ought to emphasize the importance of the television as a dispenser of information and its ability to make the customer better off both economically, physically, and intellectually. The adverts will have to be very visual and interactive. 

Secondly, the motivation need theory emphasizes on the use of motivation to stimulate voluntary actions. This approach investigates the internal factors that seem to motivate an individual’s behavior. The theory is foundational on the fact that unfulfilled needs drive people (Solomon, Russell-Bennett & Previte, 2012). Television sets can be used to fulfill several unmet needs such as illiteracy, boredom, and entertainment. Using messages such as the television will eliminate boredom may appeal to the customer and influence them to make a purchase given that they stand to derive limitless satisfaction from the item.   

Thirdly, the Pavlovian theory depicts how a stimulus evokes a particular response that was initially elicited by another stimulus. This theory shows how a repetitive stimulus will elicit a reflexive action (Baum, 2017). Marketing a television repeatedly using a famous hit song or celebrity, for instance, may have long-term benefits on the marketer. This act has to be very captivating so that the customer can identify with it. The advert has to appeal to ecstatic emotions and happiness. After some elongated time of marketing this product, the marketer will build a close connection in the mind of the consumer between the product and the song or product. Anytime a customer hears the song or sees the celebrity, the television comes to their mind, and this will influence them to make a purchase.

Works Cited.

Baum, W. M. (2017). Understanding behaviorism: Behavior, culture, and evolution. John Wiley & Sons.

Haugtvedt, C. P., Herr, P., & Kardes, F. (Eds.). (2012). Handbook of consumer psychology. Psychology Press.

Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer behavior. Pearson Higher Education AU. 

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