With doing so, he played on new mothers' anxieties and feelings of incompetence about properly caring for their children. He recognized and exploited not only the power of emotional appeals in advertising, but also the impact of experts who recommended products, and the presentation of products as new or improved. A normal individual's personality is internally consistent, even though it might not appear that way from the outside. Good sellers know that most purchases are based upon emotion, not logic. Marketing Marketing requires making choices that will please others.
Most people find it difficult to decide what is best for themselves.
Choice Consumer choice would be simple if the outcomes were perfectly predictable. In fact, they almost never are. The purchase of just about any kind of consumer product or service involves some risk for the buyer. There are several important and interesting subfields in Consumer Psychology. Each subfield adds to the psychology of consumer behavior in its own way.