Consumer Psychology In The Late 1800s To The Early 1900s
Consumer psychology in the late 1800s to the early 1900s dramatically affected advertising today. Consumer psychology is the study of how the human brain decides what to buy. Consumer psychology is closely related to marketing in the way that it analyses the human brain and tries to understand patterns. Between 1890-1925 advertising and marketing became huge in America (History of Consumer Behavior: a Marketing Perspective). Back in the 1800s there were no “brands,” merchants wanted to get news of their products to the public which ended up gradually forming different brands. When advertising first started it was typical to see some newspaper ads; because it was a new concept to people, newspaper ads were originally banned for being considered
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unfair competition (United States). Early consumer psychologists of the 1800s were able to advertise to customers without the use of technology by using techniques such as, memorization, aesthetics, and appealing to logic and emotions which had a significant impact on the future of advertising.
Walter dill Scott was a consumer psychologist that became the first in the field of advertising to use psychology based persuasion techniques. He created successful advertisements by grabbing the attention of viewers (A Short History of Psychology for Advertising). His most effective techniques were using direct commands, positive messages and memorable illustrations. Scott rebuilt the field of advertising and helped many business become successful by sharing his techniques. Another successful psychologist in advertising, John B. Watson, conducted psychological testing for research in advertising; he was trying to figure out what makes people desire a product. John used his finding to create advertisements directed towards certain groups of people. Instead of advertising his products to everyone he focused on the people that would be most interested in the product and targeted them. By by doing this, he was able to figure out that techniques like slogans, quotes or jingles attract certain groups of people, colors and pictures attract other groups. Walter had a number of successes due to his studies (A Short History of Psychology for Advertising). Consumer psychology is made up of many other units of psychology. Economic psychology explains consumer expectations, clinical psychology explains how product values are chosen, organizational psychology explains power and conflict between companies, and social psychology explains cognitive consistency as the driver of human behavior (History of Consumer Behavior: a Marketing Perspective).
Consumer psychologist used memorization to subconsciously attract customers to a company (History of Consumer Behavior: a Marketing Perspective).
There are many different parts to memory that the first consumer psychologists used; studies showed that when people were asked if they saw a campaign for a products such as shampoo, they could remember they saw it but they couldn't remember when or where. The types of memory they discovered from these experiments are now known as standard recall, recognition cues, and unconscious association. The research in these types of memory affected brands and still affect brands today (Understanding Memory in Advertising). Consumer psychologists also used sounds and tones to make people remember the company they are representing. Music, catch phrases, tunes/jingles, and slogans began to catch on in the early 1900s (History of Consumer Behavior: a Marketing Perspective). Sound repetition allowed people to memorize complex sounds in a very quick, effective and durable way, this was put into effect in advertising and great results showed immediately (How does the human brain memorize a sound?). Consumer psychologists also think about first impressions and want to instantly intrigue the viewers. They use pictures, people, exaggeration and product differentiation. Reporters mostly highlighted the wins of the Olympics, The New York Times (A Short History of Psychology for
Advertising).
Consumer psychologists would oftentimes have a customer in mind that they are trying to appeal to. For example, they will market a product as “highend” so people who like the look of expensive products will be more attracted and people who cant buy their products will desire it. Companies can also market products as drug store, child friendly, convenient, athletic, organic ect (A Short History of Psychology for Advertising). First impressions need to be aesthetically pleasing so many consumer psychologists focus on colors. Complementary colors were thought to give advertisements a more pleasing look that would attract people. Colors can also help products stand out more than others and where used by competing companies (History of Consumer Behavior: a Marketing Perspective). For example, back in the late 1800s, when coca cola and pepsi first came out, they both used red and blue logo colors because those colors stood out and attracted the most people. (United States). Since there was no photoshop in the 1800s, consumer psychologists had to search for actually attractive people they could use in their advertisements. Oftentimes, psychologist used seduction methods to draw customers in. aesthetically pleasing people using their companies products cause more people have the desire to buy the products (History of Consumer Behavior: a Marketing Perspective). For example a corset brand named Ferris Corset Waists, in the 1800s wrote “Pretty Girls” at the top of their ad next to a beautiful portrait of a women. This advertisement caused the company to became one of the most popular corset brands (A Short History of Psychology for Advertising).
Consumer psychologists target either logicicis or emotions. Meaning they convince customers they either need the product or should want the product. People in general usually either think logistically of emotionally. Showing people why they need a product logically will make them understand that they need it and buy it while targeting someone's emotions will make them think they need the product. Many psychologists choose between 2 options which both create successful advertisements. They would either give direct instruction or evoke emotion. (The Role of Psychological Meaning in Advertising). Using logistics makes customers understand why they need the product. A lot of times products sold logically are advertised as something a person can't live without such as food or clothes. When using a the logical technique advertisers must send a message to customers, clearly and directly, of why they need the product. Logical advertisements told people that the product would save them time or make them money (A Short History of Psychology for Advertising). Eventions in the 1800s such as the cotton gin where advertised as a time saver that made money faster. This attracted many people definitely changed the world (History of Consumer Behavior: a Marketing Perspective). Appealing to emotions stimulated desire for a product which ultimately attracted more customers (A Short History of Psychology for Advertising). If people can relate to an advertisement they are more likely to want to buy it (The Role of Psychological Meaning in Advertising). Advertisers that use emotions to get people to buy their products us animals, family, artwork, music and nature to attract customers (History of Consumer Behavior: a Marketing Perspective).
Consumer psychologists from the late 1800s had to create advertising techniques without the help of photoshop. Techniques like getting people to remember companies, creating beautiful and appealing advertisements, and promoting to either the logics or emotions of a customer are all still in effect today. Memorization is used to subconsciously attract customers. Aesthetics is used to physically attract customers. Logic and emotions are used to directly let customers know why they should buy the product. The impact of early consumer psychologists still helps advertisers and marketers today. Advertising has come a long way from the 1800s, when information traveled by foot and people didn't know much about what was going on in the world outside of their towns. Advertising has helped the world grow and evolve.
unfair competition (United States). Early consumer psychologists of the 1800s were able to advertise to customers without the use of technology by using techniques such as, memorization, aesthetics, and appealing to logic and emotions which had a significant impact on the future of advertising.
Walter dill Scott was a consumer psychologist that became the first in the field of advertising to use psychology based persuasion techniques. He created successful advertisements by grabbing the attention of viewers (A Short History of Psychology for Advertising). His most effective techniques were using direct commands, positive messages and memorable illustrations. Scott rebuilt the field of advertising and helped many business become successful by sharing his techniques. Another successful psychologist in advertising, John B. Watson, conducted psychological testing for research in advertising; he was trying to figure out what makes people desire a product. John used his finding to create advertisements directed towards certain groups of people. Instead of advertising his products to everyone he focused on the people that would be most interested in the product and targeted them. By by doing this, he was able to figure out that techniques like slogans, quotes or jingles attract certain groups of people, colors and pictures attract other groups. Walter had a number of successes due to his studies (A Short History of Psychology for Advertising). Consumer psychology is made up of many other units of psychology. Economic psychology explains consumer expectations, clinical psychology explains how product values are chosen, organizational psychology explains power and conflict between companies, and social psychology explains cognitive consistency as the driver of human behavior (History of Consumer Behavior: a Marketing Perspective).
Consumer psychologist used memorization to subconsciously attract customers to a company (History of Consumer Behavior: a Marketing Perspective).
There are many different parts to memory that the first consumer psychologists used; studies showed that when people were asked if they saw a campaign for a products such as shampoo, they could remember they saw it but they couldn't remember when or where. The types of memory they discovered from these experiments are now known as standard recall, recognition cues, and unconscious association. The research in these types of memory affected brands and still affect brands today (Understanding Memory in Advertising). Consumer psychologists also used sounds and tones to make people remember the company they are representing. Music, catch phrases, tunes/jingles, and slogans began to catch on in the early 1900s (History of Consumer Behavior: a Marketing Perspective). Sound repetition allowed people to memorize complex sounds in a very quick, effective and durable way, this was put into effect in advertising and great results showed immediately (How does the human brain memorize a sound?). Consumer psychologists also think about first impressions and want to instantly intrigue the viewers. They use pictures, people, exaggeration and product differentiation. Reporters mostly highlighted the wins of the Olympics, The New York Times (A Short History of Psychology for
Advertising).
Consumer psychologists would oftentimes have a customer in mind that they are trying to appeal to. For example, they will market a product as “highend” so people who like the look of expensive products will be more attracted and people who cant buy their products will desire it. Companies can also market products as drug store, child friendly, convenient, athletic, organic ect (A Short History of Psychology for Advertising). First impressions need to be aesthetically pleasing so many consumer psychologists focus on colors. Complementary colors were thought to give advertisements a more pleasing look that would attract people. Colors can also help products stand out more than others and where used by competing companies (History of Consumer Behavior: a Marketing Perspective). For example, back in the late 1800s, when coca cola and pepsi first came out, they both used red and blue logo colors because those colors stood out and attracted the most people. (United States). Since there was no photoshop in the 1800s, consumer psychologists had to search for actually attractive people they could use in their advertisements. Oftentimes, psychologist used seduction methods to draw customers in. aesthetically pleasing people using their companies products cause more people have the desire to buy the products (History of Consumer Behavior: a Marketing Perspective). For example a corset brand named Ferris Corset Waists, in the 1800s wrote “Pretty Girls” at the top of their ad next to a beautiful portrait of a women. This advertisement caused the company to became one of the most popular corset brands (A Short History of Psychology for Advertising).
Consumer psychologists target either logicicis or emotions. Meaning they convince customers they either need the product or should want the product. People in general usually either think logistically of emotionally. Showing people why they need a product logically will make them understand that they need it and buy it while targeting someone's emotions will make them think they need the product. Many psychologists choose between 2 options which both create successful advertisements. They would either give direct instruction or evoke emotion. (The Role of Psychological Meaning in Advertising). Using logistics makes customers understand why they need the product. A lot of times products sold logically are advertised as something a person can't live without such as food or clothes. When using a the logical technique advertisers must send a message to customers, clearly and directly, of why they need the product. Logical advertisements told people that the product would save them time or make them money (A Short History of Psychology for Advertising). Eventions in the 1800s such as the cotton gin where advertised as a time saver that made money faster. This attracted many people definitely changed the world (History of Consumer Behavior: a Marketing Perspective). Appealing to emotions stimulated desire for a product which ultimately attracted more customers (A Short History of Psychology for Advertising). If people can relate to an advertisement they are more likely to want to buy it (The Role of Psychological Meaning in Advertising). Advertisers that use emotions to get people to buy their products us animals, family, artwork, music and nature to attract customers (History of Consumer Behavior: a Marketing Perspective).
Consumer psychologists from the late 1800s had to create advertising techniques without the help of photoshop. Techniques like getting people to remember companies, creating beautiful and appealing advertisements, and promoting to either the logics or emotions of a customer are all still in effect today. Memorization is used to subconsciously attract customers. Aesthetics is used to physically attract customers. Logic and emotions are used to directly let customers know why they should buy the product. The impact of early consumer psychologists still helps advertisers and marketers today. Advertising has come a long way from the 1800s, when information traveled by foot and people didn't know much about what was going on in the world outside of their towns. Advertising has helped the world grow and evolve.