Psychology of Marketing Essay Example | Topics and Well Written Essays - 250 words

Psychology of Marketing - Essay Example Herberg’s theory presents a dichotomy for possible resolutions for targeted consumers: satisfaction versus dissatisfaction (Kolter & Keller, 2012; Durmaz & Diyarbakirlioglu, 2011). Consideration of both outcomes is important as neither can apply in the absence of the other. When marketing, it is important to incorporate both sides of the dichotomy in one’s thinking as they almost equally influence the decision made by the consumer. The marketer must not fail to recognize the needs of the consumer, and, consequently, place their product within their list of needs. To achieve this, they must be able to sufficiently but fast introduce the product, and discuss its value in light of the consumer’s current needs in order to make it appealing to them (Bohm, 2012). As such, the marketer’s main pursuit lies in their ability to motivate a consumer so they can get a favorable perception of the product while deciding on