Psy 322 Week 1 Assignment Essay Example
Consumer Psychology and Marketing Communications Article Analysis
Thomas Scotti
PSY/322
September 10, 2012
April M. Ward
Consumer Psychology and Marketing Communications Article Analysis
This paper will be an analysis of articles and the psychological concepts that the authors of these articles were researching. This paper will also discuss the types of research and studies that the authors used to investigate those concepts. In addition this paper will examine relationships between the consumer psychology and the marketing communications. Article 1: “How Minority Consumers Use Targeting Advertising as Pathways to Self-Empowerment.” This particular study underlines the sociocultural role of advertising by analyzing the gay consumers’ interpretations of commercials that are explicitly gay themed. The article also addresses theoretical issues that are related to those interactions between a disenfranchised consumer and the dominant cultures marketing enticements to understand the fundamental question of what consumers do and react with advertising (Tsai, 201l).
In this article the author uses a very specific psychological concept in the study: the study of social influence. The study of the methods used to persuade people, or the study of how people persuade others is known as Social Influence. “How Minority Consumers Use Targeting Advertising as Pathways to Self-Empowerment’s” study focused on how advertising by analyzing a group of 25 homosexual consumers’ interpretation of commercials that had an explicit gay theme. The researcher focuses on how the gay and the lesbian consumers use the targeted advertising to manage marginality where the stigma and its diminution are but outcomes of meaning, making, and differentiating social categories (Tsai, 2011).
In order to conduct unbiased research for this study the author used an extreme method of research; the author volunteered, and for two years worked at a gay and lesbian film festival in a town in
Thomas Scotti
PSY/322
September 10, 2012
April M. Ward
Consumer Psychology and Marketing Communications Article Analysis
This paper will be an analysis of articles and the psychological concepts that the authors of these articles were researching. This paper will also discuss the types of research and studies that the authors used to investigate those concepts. In addition this paper will examine relationships between the consumer psychology and the marketing communications. Article 1: “How Minority Consumers Use Targeting Advertising as Pathways to Self-Empowerment.” This particular study underlines the sociocultural role of advertising by analyzing the gay consumers’ interpretations of commercials that are explicitly gay themed. The article also addresses theoretical issues that are related to those interactions between a disenfranchised consumer and the dominant cultures marketing enticements to understand the fundamental question of what consumers do and react with advertising (Tsai, 201l).
In this article the author uses a very specific psychological concept in the study: the study of social influence. The study of the methods used to persuade people, or the study of how people persuade others is known as Social Influence. “How Minority Consumers Use Targeting Advertising as Pathways to Self-Empowerment’s” study focused on how advertising by analyzing a group of 25 homosexual consumers’ interpretation of commercials that had an explicit gay theme. The researcher focuses on how the gay and the lesbian consumers use the targeted advertising to manage marginality where the stigma and its diminution are but outcomes of meaning, making, and differentiating social categories (Tsai, 2011).
In order to conduct unbiased research for this study the author used an extreme method of research; the author volunteered, and for two years worked at a gay and lesbian film festival in a town in