Marketing psychology is a branch of psychology that studies the conditions, decisions and behaviors that occur before, during and after a purchase. Starting with advertising and promotional stimuli, then events during the buying process (sensations, perceptions, motivations and others), to the impact of the product. Consumers always have reasons to make purchasing decisions. In fact, almost everyone who behaves uniquely, according to experts, is based on some principles of marketing psychology. The combination of these principles will produce consumer behavior in making purchases. An example of why people buy strange products, such as antiques? Why do people buy more when there is a massive discount? Why celebrity endorsement can increase product sales?

1. IS IT TRUE THAT
MARKETING PSYCHOLOGY
IS EFFECTIVE?

2. I . MARKETING PSYCHOLOGY
II . CONSUMER PURPOSE
III. CONSUMER BEHAVIOR
IV. CONCLUSION

3. I . MARKETING PSYCHOLOGY

4. MARKETING PSYCHOLOGY IS A BRANCH OF PSYCHOLOGY
THAT STUDIES THE CONDITIONS,
DECISIONS AND BEHAVIORS THAT OCCUR BEFORE,
DURING AND AFTER A PURCHASE.

5. II. TYPES OF MARKETING PSYCHOLOGY

6. 1. COLOR
CHOOSING THE RIGHT COLOR WILL BE ABLE TO INFLUENCE
CONSUMER DECISIONS.
THE FUNCTION OF COLOR NOT ONLY SERVES AS A MARKER
OF PRODUCT IDENTITY, BUT CAN ALSO BE USED TO
MOTIVATE CONSUMERS,
FEEL EMOTIONS AND EMPATHY MORE CLEARLY.

7. COLORS MUST BE APPLIED APPROPRIATELY, AND EACH
COLOR IS INVOLVED IN THREE MAIN ACTIVITIES:
INFORMATION, EXPRESSION, AND SYMBOLISM. IF ALL
THREE ACTIVITIES WERE FOCUSED ON ONE DISTINCT GOAL,
THE RESULTS WOULD BE VERY STRANGE.

8. 2. RECIPROCITY
A PRODUCT HAS NO PRICE, AND A VALUE CAN BE SET
BASED ON WHAT SOME PEOPLE PERCEIVE AS VALUE. THE
DIFFERENCE BETWEEN VALUE AND PRICE WILL AFFECT
MARKETING PSYCHOLOGY.

9. RESEARCH HAS SHOWN THAT RECIPROCITY OCCURS WITH
DIFFERENT TYPES OF BEHAVIOR AND ATTITUDES
RECIPROCITY WORKS BOTH WAYS: PEOPLE'S ATTITUDES
CAN CHANGE IF THEY SENSE THAT OTHER PEOPLE'S
ATTITUDES HAVE CHANGED; THIS IS CALLED REVERSE
RECIPROCITY.

10. 3. FOCUS EFFECT
THE FOCUS EFFECT IS A PSYCHOLOGICAL EFFECT THAT IS
RELATED TO THE MARKETING EFFECT. THE FOCUS EFFECT IN
QUESTION IS WHEN PEOPLE WHO HAVE A TENDENCY TO
RELATE AN EVENT IN THEIR MIND AND THINK ABOUT IT
OFTEN ATTRIBUTE IT TO SOMETHING ELSE IN COMMON.

11. THE FOCUS EFFECT CAN BE SEEN FROM SEVERAL ASPECTS,
NAMELY: NUMBER AND RECURRENCE TYPES AND
VARIATIONS CONTENT AND APPEARANCE

12. 4. SOCIAL PROOF
SOCIAL PROOF IS A METHOD USED TO FIND OUT THERE IS
NO CHOICE BETWEEN A PRODUCT AND CONSUMER NEEDS
AND INTERESTS.

13. SOCIAL PROOF IS USUALLY USED TO COLLECT DATA ON
PRODUCTS OR SERVICES. THE RESULTS OBTAINED ARE
EVIDENCE THAT A PRODUCT OR SERVICE FULFILLS THE
DESIRES OR NEEDS OF CONSUMERS.

14. SCARCITY CAN BE MEASURED USING UNITS IN PSYCHOLOGY.
THE UNIT IS 'IMAGE RARITY' (CITRALANGKA) AND IS
WRITTEN AS FC. THE FC UNITS HAVE RELATIVE VALUES ​
​
BUT
REQUIRE THE NECESSARY EXPLANATION FOR THE
FOLLOWING EXPLANATION. UNIT FC 1 = 100% IMAGE
SCARCITY, AND FC 0 = 0% IMAGE SCARCITY.

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