The Psychology of Marketing: How Understanding Psychology will Make You a Better Marketer

The Psychology of Marketing: How Understanding Psychology will Make You a Better Marketer


Marketing professionals often begin their career with a degree in marketing or business, with aspirations of working at powerful firms where they can create effective campaigns that help generate buzz and drive sales for their clients.

Although it's often considered a career that is part of the business field, marketing actually is impacted heavily by the social science industry. Psychology plays an important role in the marketing mix, and marketers need to have a solid understanding of human behavior to be successful.

Marketing and Psychology

The goal of any marketing campaign or strategy is to influence a consumer in order to make a decision that benefits a business, company or organization. For example, Apple creates sleek and chic marketing campaigns that promote the ease of their products, the convenience of their products, and also shows consumers how cool the products are.

The reason the strategy  works so well is that their marketing professionals use psychology in order to tap into the minds and motives of their targeted consumer. They know what makes their customers feel good, they know what their customers want, and they know that their customers feel a need to have the latest and greatest Apple products.

Marketing Techniques that Involve Psychological Understanding

Some of the top techniques used by marketing professionals incorporate the psychology of the human mind. Here are a few techniques that are common in the industry:

  • Emotional marketing campaigns — These campaigns aim to tap into the emotional human experience and motivate a consumer to purchase a product or service based on the feelings of the heart.

  • Exclusive marketing strategies — These types of campaigns promote a particular product or service as exclusive by feeding the competitive drive of many consumers to have the best and most elite products available. A person who is motivated by exclusivity will want to feel like they are part of the crowd and will want to spend the money necessary to achieve that goal.

  • Marketing with fear and doubt — These techniques are used by marketers who want their customers to consider the consequences of inaction. The campaigns are designed to make a customer feel fearful or anxious about not purchasing a particular good or service. They highlight the consequences of not purchasing the product, rather than the benefits of investing in it.

How Marketing Professionals Utilize Psychology

Today's marketers are likely to use psychology more than ever before, as there are so many different types of marketing strategies to create and configure. For example, there's an entire sector of the marketing field that focuses on social media marketing. This type of marketing, in particular, relies on an understanding of human psychology and behavior.

Marketers must understand what drives a person to engage with a brand within the realm of social media, and, beyond that, what will motivate them to purchase goods and services from the company. Understanding psychology, as well as marketing trends and consumer data, is necessary to every type of marketing strategy that is developed.

While a marketing degree can help a student gain a better understanding of the field and industry as a whole, it may not provide the in-depth psychology coursework that is necessary in order to be an effective marketer.

Many students opt to earn a dual degree in marketing and psychology, while many marketing professionals opt to return to school in order to earn an additional degree in psychology. In either circumstance, online degree programs provide a flexible and affordable way for students to get the well-rounded education they need for their career.

To learn more about the Central Christian College Online psychology degree program, contact one of our advisors today.