Consumer psychology targets the mindset and behaviors of consumers. Retailers employ consumer psychologists to aid them in creating effective advertising and marketing campaigns. These psychology experts also help manufacturers improve on packaging and determine price points. More recently, consumer psychologists have also been used in the fields of politics and law.
Advertising can play a key role in a product or service's success. Many consumers are drawn to products simply because of the allure of ads. Both non-profit and for-profit groups employ consumer psychologists to aid them in putting together ads that sell their products, concepts or ideas. Consumer psychologists use their knowledge and understanding of human behavior to ascertain what slogans, pictures, or scenes would best persuade consumers. Along with working directly for a corporation, consumer psychologists can find employment with advertising agencies.
As with advertising, manufacturers and retailers use consumer psychologists to aid them in developing marketing strategies. The psychologists can help in numerous ways. For example, they might oversee or conduct research to ascertain what products are wanted or most desired by consumers. Additionally, they might decide how to sell a product, choose its packaging, and determine the best price points. In this area, consumer psychologists can work directly for manufacturers or find employment with marketing research firms and consulting firms.
Consumer psychologists with a doctoral degree often choose to teach at the college level, usually in the areas of advertising and marketing. Their duties might include giving lectures, providing academic counseling and overseeing student projects such as a graduate thesis. Along with teaching, consumer psychology professors might work on special research projects and in some instances publish their findings.
With experience, some consumer psychologists can work for themselves as independent consultants. As consultants, they might contract their services to advertising or marketing firms, manufacturers or retailers. Additionally, they might work with politicians or celebrities to help clients determine how best to market themselves to voters or fans. No matter the client, consumer psychologists must research and understand their clients' customer base. They can then take this information and determine ways for their clients to win over their audience.
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