The intersection between psychology and marketing

Defining psychology as a science for understanding customer thinking

Psychology, in the commercial context, is not simply a set of tricks to sell more, but a rigorous science that allows us to decipher the mental processes of buyers. It aims to understand how customers think, feel and decide.

By integrating psychological principles, companies can stop guessing and begin to truly understand what motivates their target market.

This involves going beyond the superficial features of a product and connecting with the underlying psychological needs it satisfies.

The importance of emotional connection versus manipulation.

Although the use of psychology in sales is sometimes perceived negatively as a form of manipulation, its true value lies in establishing genuine connections.

Rather than using deceptive tactics that can damage reputation in the long run, the focus should be on connecting emotionally with the audience.

When a brand succeeds in resonating on a deep emotional level, it captures attention in a way that purely logical or factual marketing cannot.

For example, instead of selling a moisturizer just for its chemical ingredients, you can focus on the sense of confidence and well-being it provides to the user.

Ethical principles: honesty, transparency and respect for the consumer

Ethical marketing is distinguished by using psychology to help customers make decisions that truly benefit them, not to deceive them.

This means avoiding false or exaggerated claims and backing up promises with objective data.

Transparency is key: if a product doesn't meet a real need, don't make up a false one to sell it.

Ethical professionals do not attack competitors with smear campaigns or use offensive or discriminatory tactics.

The ultimate goal is to build lasting relationships based on trust and mutual respect.

Summary

Business psychology is a rigorous science that deciphers mental processes. Its main purpose is to understand thoughts and feelings in order to know the customer's real motivations.

Avoiding deceptive tactics, the real value lies in creating genuine connections. Resonating on an emotional level captures attention much better than purely logical marketing.

Ethical marketing helps the customer with honesty and transparency. It seeks to build lasting relationships based on trust, avoiding false promises or attacking the competition.