Interferences between marketing communication and social psychology

Abstract

News: Today the information environment is extremely loaded with various messages that pursue multiple targets. Often, they aim not only to inform, but also to contribute to the change of human behavior in various ways. From this perspective, the use of social psychology in conducting marketing campaigns can help increase its effectiveness. The aim of the paper: to analyze and highlight the psychological factors that can influence the content and success of marketing communication. Research methods: analysis, comparison, synthesis, deduction. Results: Behavioral economics differs from traditional economics by incorporating the psychological perspective. By combining concepts from these two different disciplines, we can get a more realistic picture of what people actually do. Behavioral economics takes into account the fact that people make systematic mistakes because of the blind mental stains that most people have. Behavioral economics assumes that the context in which a decision is made has an enormous effect on the decision or preferences. Most people don't know what they want unless they see it in context. In this context, marketers have the role of providing easy, accessible and reasoned solutions for their niche consumers. Certainly, the findings may vary by group. Marketing communication seems to have a greater influence on young people JEL: M31.