Title: Consumer Behavior | Psychology Today
Headings: 
Contents
Why Consumer Behavior Matters
Why do marketers study consumer behavior?
How do politicians use marketing research in campaigns?
Why are people drawn to fads?
How is consumer behavior affected by natural disasters?
How does consumer behavior change during a recession?
Will the COVID-19 pandemic change consumer behavior?
The Psychology of Buying and Spending
Why does buying things feel good?
Does buying more things make you happy in the long run?
Why do I buy things I don’t need?
Why do I buy things that are bad for me?
How can I stop buying things that are bad for me?
How does anxiety affect what we buy?
What causes panic buying?
What motivates impulse purchases?
How Advertising and Marketing Work
How does marketing influence what we buy?
Do marketers take advantage of how the human brain works?
Why do some ads succeed while others fail?
Why are “limited time offers” so appealing?
Why are so many ads sexual?
Do sexual ads really work?
How to Appeal to Consumers
How can I persuade people to buy my product?
How can I make my marketing campaign more effective?
How can I introduce a new product or idea?
How can marketers sell products ethically?

Content: if people see that others are hoarding hand sanitizer, they assume they should too. What motivates impulse purchases? Created with Sketch. Impulse buying may be motivated by negative emotions, as purchasing something often temporarily boosts mood. It may also be driven by personality—the naturally more impulsive or less conscientious may be driven to more frequently purchase items on a whim. Marketing strategies, like advertising products as “limited time offers,” can increase the tendency to impulse buy. How Advertising and Marketing Work
Two vast, interrelated industries—advertising and marketing—are dedicated to introducing people to products and convincing them to make purchases. Since the public’s desires tend to change over time, however, what works in one product’s campaign won’t necessarily work in another’s. To adapt messages for a fickle audience, advertisers employ focus groups, market research, and psychological studies to better understand what compels people to commit to purchases or become loyal to brands. Everyone has heard the advertising maxim “sex sells,” for instance—but exactly what, when, and why sex can be used to successfully market a product is the subject of much debate among ad makers and behavioral researchers.