Unit 4: Consumer Psychology
• Marketing Communication, Reference Groups
and Culture
• BSc Psychology – Semester 6
• Focus: How communication, social influence,
and culture shape consumer behaviour
, Learning Objectives
• Understand the communication process in
marketing
• Explain the components of communication
• Understand persuasive communication
techniques
• Explain reference groups and their influence
• Understand family life-cycle and consumption
rules
• Analyze cultural influences on consumer
behaviour
, Marketing Communication
• Marketing communication refers to the ways
companies inform, persuade, and remind
consumers about products and brands
• It includes advertising, sales promotion, digital
marketing, and public relations
• The goal is to influence consumer attitudes
and purchase decisions
• It also helps build brand awareness and long-
term customer relationships
• Marketing Communication, Reference Groups
and Culture
• BSc Psychology – Semester 6
• Focus: How communication, social influence,
and culture shape consumer behaviour
, Learning Objectives
• Understand the communication process in
marketing
• Explain the components of communication
• Understand persuasive communication
techniques
• Explain reference groups and their influence
• Understand family life-cycle and consumption
rules
• Analyze cultural influences on consumer
behaviour
, Marketing Communication
• Marketing communication refers to the ways
companies inform, persuade, and remind
consumers about products and brands
• It includes advertising, sales promotion, digital
marketing, and public relations
• The goal is to influence consumer attitudes
and purchase decisions
• It also helps build brand awareness and long-
term customer relationships
