Consumer Psychology

Consumer psychology is a branch of social psychology that focuses on analyzing and studying the psychological and behavioral phenomena of consumers in their consumption activities. It investigates the psychological processes and patterns reflected in consumers’ buying, using, and consuming goods and services.

Brief History

Consumer psychology experienced rapid development from the early twentieth century to the 1960s and gradually evolved into an independent discipline widely applied in marketing activities. Its development can be divided into three stages. (1) Initial stage of origination: In December 1901, American psychologist Walter D. Scott proposed that advertising should be studied as a discipline, emphasizing the importance of psychology in advertising research. Scott’s book The Theory of Advertisingwas published in 1903, providing a systematic analysis of various factors influencing consumer psychology and behavior. Over the next half-century, many American psychologists...