Psicologia del marketing

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La psicologia del marketing o psicologia del consumatore è un campo di studi e applicazioni professionali che si occupa di studiare e analizzare il comportamento d'acquisto dei consumatori.

I temi maggiormente analizzati dalla psicologia del marketing sono[1]:

  • ricerche e interventi professionali sulla comunicazione efficace e in specifici contesti;
  • la comunicazione pubblicitaria, tra cui memoria della pubblicità, il ruolo delle immagini mentali, le risposte psicofisiologiche alla pubblicità ecc.;
  • i comportamenti di consumo e marketing.

Tra i modelli predominanti nello studio delle pulsioni d'acquisto, si colloca la piramide dei bisogni di Maslow.

Note

  1. ^ CNOP, Lo psicologo del marketing e della comunicazione (PDF), su psy.it. URL consultato il 22 novembre 2018.

Bibliografia

  • Keith C. Williams (1988). Psicologia per il marketing. Il Mulino, Bologna.

Voci correlate

  Portale Economia

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