Consumer psychology: categorization, inferences, affect, and persuasion

Area of Science:

• Consumer Psychology
• Cognitive Science
• Marketing Science

Background:

• The period 1994-2004 saw significant theoretical and empirical advancements in understanding consumer behavior.
• Key areas of focus included how consumers process information, form judgments, and respond to marketing stimuli.

Purpose of the Study:

• To review theory-based empirical research in consumer psychology from 1994-2004.
• To synthesize findings on categorization, inferences, affect, and persuasion.
• To identify key theoretical frameworks and empirical trends during this decade.

Main Methods:

• Literature review of empirical research published between 1994 and 2004.
• Thematic analysis of studies focusing on categorization, inferences, affect, and persuasion.
• Synthesis of theoretical models and empirical findings.

Main Results:

• Categorization research examined brand categories, goal-based frameworks, and self-processing.
• Inference research covered various cognitive and experience-based inference types.
• Affect research explored mood effects on processing and attitude/intention formation.
• Persuasion research emphasized elaboration, dual-process models, and attitude strength.

Conclusions:

• Consumer decision-making is influenced by categorization, inference processes, affective states, and persuasion tactics.
• Elaboration and dual-process models are crucial for understanding persuasion.
• Future research should continue exploring the interplay of these psychological factors in consumer behavior.