{"id":8403,"date":"2024-03-09T16:12:28","date_gmt":"2024-03-09T15:12:28","guid":{"rendered":"https:\/\/commplace.pl\/?post_type=dictionary&p=8403"},"modified":"2024-06-19T09:40:32","modified_gmt":"2024-06-19T07:40:32","slug":"psychologia-marketingu","status":"publish","type":"dictionary","link":"https:\/\/commplace.pl\/en\/slownik\/psychologia-marketingu\/","title":{"rendered":"Marketing psychology"},"content":{"rendered":"

Definition<\/h2>\n\n\n\n

Marketing psychology is a field of knowledge about human behavior, needs, motivation and decision-making processes. Its cognitive goal is to understand the mechanisms behind the effectiveness of individual activities, while its application goal is to conduct effective sales and marketing activities.<\/p>\n\n\n\n

Trivia<\/h2>\n\n\n\n
    \n
  1. Marketing psychology largely relies on the assumptions of cognitive-behavioral psychology, which is interested in the interconnection of cognitive processes, thoughts and human actions. <\/li>\n\n\n\n
  2. A special element of marketing psychology is the so-called neuromarketing, using measurement tools used during psychophysiological research to optimize the type and intensity of marketing stimuli (visual, sound, smell, tactile).<\/li>\n\n\n\n
  3. Psychology studies often offer the opportunity to choose a specialization related to marketing psychology. Currently, at some universities it is also possible to choose bachelor's studies entirely devoted to this issue. <\/li>\n<\/ol>\n\n\n\n

    Information <\/h2>\n\n\n\n

    There are many areas of psychological knowledge that may translate into marketing activities. This list is constantly being expanded as new research and meta-analyses are conducted in areas related to human emotions, behaviors and cognitive processes. Here are some of the most popular psychological concepts used in marketing:<\/p>\n\n\n\n

      \n
    1. Parali\u017c decyzyjny – <\/strong>this <\/strong>a state of avoiding making a decision, resulting from a subjective sense of difficulty associated with it. This experience results from uncertainty about the effects of making one choice or another. To prevent the customer from developing decision paralysis, it is worth including a clear and simple explanation of how the product or service works and the benefits associated with it in the marketing message. It is also worth meeting concerns about the impact of the offered good on their health and well-being (e.g. a jam producer may inform about the lack of added sugar in the product offered, which, in the context of common knowledge about its harmful effects, is important information about the product's impact on health). <\/li>\n\n\n\n
    2. Familiarity (zasada podobie\u0144stwa, znajomo\u015bci) – <\/strong>an item previously seen by the consumer will be more likely to be chosen than something seen for the first time. Familiarity does not mean that the product has already been tried. A series of exposures in advertising is enough and it does not even matter whether the overall impression of the recipient was positive or negative. Moreover, pointing out what the seller and the potential customer have in common (e.g. in terms of values) increases the chance of gaining his loyalty. <\/li>\n\n\n\n
    3. Dow\u00f3d spo\u0142eczny – <\/strong>sprawienie wra\u017cenia, \u017ce jakie\u015b zachowanie jest zjawiskiem powszechnym i normalnym, znacz\u0105co zwi\u0119ksza szans\u0119 na to, \u017ce konsument r\u00f3wnie\u017c zdecyduje si\u0119 na podj\u0119cie promowanego w ten spos\u00f3b dzia\u0142ania (np. \u201cWszyscy maj\u0105 Mamb\u0119 – mam i ja\u201d). Na zasadzie dowodu spo\u0142ecznego kszta\u0142tuj\u0105 si\u0119 r\u00f3\u017cne trendy, kt\u00f3rych powszechno\u015b\u0107 najbardziej widoczna jest w przestrzeni cyfrowej, gdzie w \u0142atwy spos\u00f3b mo\u017cna pokaza\u0107 liczb\u0119 os\u00f3b zainteresowanych wybran\u0105 kampani\u0105 czy produktem.<\/li>\n\n\n\n
    4. Niech\u0119\u0107 do straty – <\/strong>ludzie mniej pragn\u0105 posiadania nowych rzeczy, ni\u017c utraty tego, co maj\u0105. W zwi\u0105zku z tym korzystna okazuje si\u0119 strategia bezp\u0142atnych okres\u00f3w pr\u00f3bnych lub obni\u017cek na pierwszy zakup danego produktu – istnieje du\u017ca szansa, \u017ce klient b\u0119dzie wola\u0142 p\u0142aci\u0107 za kontynuacj\u0119 korzystania z us\u0142ugi, ni\u017c z niej zrezygnowa\u0107. <\/li>\n<\/ol>\n\n\n\n

      Summary<\/h2>\n\n\n\n

      Marketing psychology is a field of science that analyzes human behavior, needs and motivations in the context of marketing activities. It uses various psychological theories and concepts, such as decision paralysis, the familiarity principle, and social proof, to understand what influences the effectiveness of marketing activities. With this knowledge, marketers can create strategies that better respond to customer expectations and preferences, which can lead to improved sales results and increased customer loyalty.<\/p>\n\n\n\n

      Related entries:<\/p>\n\n\n\nMarketing plan<\/a>,\nimage creation<\/a>,\nbrand management<\/a>,\nmarketing planning<\/a>,\nimage creation<\/a>,\ncustomer acquisition<\/a>,\nsales audit<\/a>,\nbranding activities<\/a>,\ncreating a company brand<\/a>,\nimage creation <\/a>","protected":false},"excerpt":{"rendered":"

      Definicja Psychologia marketingu jest dziedzin\u0105 wiedzy na temat ludzkich zachowa\u0144, potrzeb, motywacji i proces\u00f3w decyzyjnych. Jej celem poznawczym jest zrozumienie mechanizm\u00f3w stoj\u0105cych za skuteczno\u015bci\u0105 poszczeg\u00f3lnych dzia\u0142a\u0144, natomiast cel aplikacyjny stanowi prowadzenie skutecznych dzia\u0142a\u0144 sprzeda\u017cowych i marketingowych. Ciekawostki Informacje  Jest wiele obszar\u00f3w wiedzy psychologicznej, kt\u00f3re mog\u0105 mie\u0107 prze\u0142o\u017cenie na dzia\u0142ania marketingowe. Lista ta jest nieustannie rozbudowywana, […]<\/p>\n","protected":false},"template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-8403","dictionary","type-dictionary","status-publish","hentry"],"acf":[],"yoast_head":"\nPsychologia marketingu - Commplace<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/commplace.pl\/en\/slownik\/psychologia-marketingu\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Psychologia marketingu - Commplace\" \/>\n<meta property=\"og:description\" content=\"Definicja Psychologia marketingu jest dziedzin\u0105 wiedzy na temat ludzkich zachowa\u0144, potrzeb, motywacji i proces\u00f3w decyzyjnych. Jej celem poznawczym jest zrozumienie mechanizm\u00f3w stoj\u0105cych za skuteczno\u015bci\u0105 poszczeg\u00f3lnych dzia\u0142a\u0144, natomiast cel aplikacyjny stanowi prowadzenie skutecznych dzia\u0142a\u0144 sprzeda\u017cowych i marketingowych. Ciekawostki Informacje  Jest wiele obszar\u00f3w wiedzy psychologicznej, kt\u00f3re mog\u0105 mie\u0107 prze\u0142o\u017cenie na dzia\u0142ania marketingowe. 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Jej celem poznawczym jest zrozumienie mechanizm\u00f3w stoj\u0105cych za skuteczno\u015bci\u0105 poszczeg\u00f3lnych dzia\u0142a\u0144, natomiast cel aplikacyjny stanowi prowadzenie skutecznych dzia\u0142a\u0144 sprzeda\u017cowych i marketingowych. Ciekawostki Informacje  Jest wiele obszar\u00f3w wiedzy psychologicznej, kt\u00f3re mog\u0105 mie\u0107 prze\u0142o\u017cenie na dzia\u0142ania marketingowe. Lista ta jest nieustannie rozbudowywana, […]","og_url":"https:\/\/commplace.pl\/en\/slownik\/psychologia-marketingu\/","og_site_name":"Commplace","article_modified_time":"2024-06-19T07:40:32+00:00","twitter_card":"summary_large_image","twitter_misc":{"Estimated reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/commplace.pl\/en\/slownik\/psychologia-marketingu\/","url":"https:\/\/commplace.pl\/en\/slownik\/psychologia-marketingu\/","name":"Marketing psychology - Commplace","isPartOf":{"@id":"https:\/\/commplace.pl\/en\/#website"},"datePublished":"2024-03-09T15:12:28+00:00","dateModified":"2024-06-19T07:40:32+00:00","breadcrumb":{"@id":"https:\/\/commplace.pl\/en\/slownik\/psychologia-marketingu\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/commplace.pl\/en\/slownik\/psychologia-marketingu\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/commplace.pl\/en\/slownik\/psychologia-marketingu\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/commplace.pl\/"},{"@type":"ListItem","position":2,"name":"Has\u0142a","item":"https:\/\/commplace.pl\/slownik\/"},{"@type":"ListItem","position":3,"name":"Psychologia marketingu"}]},{"@type":"WebSite","@id":"https:\/\/commplace.pl\/en\/#website","url":"https:\/\/commplace.pl\/en\/","name":"Commplace","description":"PR agency Wroc\u0142aw","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/commplace.pl\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"}]}},"_links":{"self":[{"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/dictionary\/8403","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/dictionary"}],"about":[{"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/types\/dictionary"}],"version-history":[{"count":2,"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/dictionary\/8403\/revisions"}],"predecessor-version":[{"id":8700,"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/dictionary\/8403\/revisions\/8700"}],"wp:attachment":[{"href":"https:\/\/commplace.pl\/en\/wp-json\/wp\/v2\/media?parent=8403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}