The Relationship Between Psychology and Marketing

The Relationship Between Psychology and Marketing
  • Opening Intro -

    When you know how psychology and marketing affect each other, you know the best advertising strategies.

    This knowledge will help any business grow.


Marketing and psychology may seem like entirely different majors, but there’s actually a lot of overlap. Psychology has immense benefits in the marketing world, and it can transform any business.

That’s why it’s important to understand the relationship between psychology and marketing. Once you know how these two areas affect each other, you can grasp a whole new sector of the business world.

Here are some ways psychology and marketing work together to create lasting impressions, and how marketing students, psychology students, and future student entrepreneurs can implement these tactics.

Connect with Consumers

In its essence, the goal of marketing is to create lasting relationships with your consumers so they will continue to choose that business.

Understanding both how consumers think and how ads and products influence those thoughts is crucial to expand that business-to-consumer connection.

For example, when someone sees a brand or message that is relatable, they are far more likely to react favorably to it, and therefore give it more consideration when making a purchase.

Therefore, a marketing strategy that plays on what the consumer knows will generate more business for a company.

Memorability is Key

Because consumers are more likely to pick brands they know, more memorable, recognizable advertisements are almost always more successful. Attention-grabbing visuals or catchy jingles that become earworms can only help spread brand awareness.

If someone sings a commercial jingle—even if that person is completely uninterested in the product—they are sharing that advertisement with others. More people hearing that jingle means more people will recognize the brand when searching for that product.

Bring Some Humanity

When consumers care about a business and product on a deeper level than just a one-time purchase, they become loyal customers. Loyal customers provide a steady source of purchases and can even help spread your business to their friends and family.

In order to establish that relationship, a business must create the impression that they are more than just a company trying to sell something. Aligning consumers’ values, goals, and personalities humanizes a business.

other valuable tips:

Appeal to an Audience

Ask yourself how a brand appeals to any given audience. Are the visuals pleasing? Does the packaging leave a good impression? Does it send a meaningful message? Consumers should feel something when they come across advertisements—if they do, they’re likely to experience those same feelings when considering the products. This is where the relationship between psychology and marketing comes in: it’s important to understand how consumers think.

For example, someone who lives in an urban area and someone who lives in a rural setting will likely react differently to a product. Knowing a target audience’s needs and wants will help create a lasting relationship that will lead to brand-loyalty, increased sales, and success.

Businesses should tailor their marketing to the target audience they are pursuing; that way, they’ll be speaking directly to their audience in a meaningful way.

Image Credit: psychology and marketing by Pixabay

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