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The Concept of Consumer - CHEIRON 2014

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Carmen Justo Justo
Carmen Justo Justo

This poster summarizes the development of the concept of the consumer from the intersection of marketing and psychology between the late 19th century and early 21st century. It describes how marketing emerged as a distinct academic discipline in the early 1900s in the US as industrialization and capitalism grew. Pioneering psychologists then contributed to understanding consumer behavior through experimental research. The formation of the Consumer Psychology Division in the APA in the 1960s further legitimized consumer psychology as a field. The poster analyzes how psychological theories and findings influenced how marketing conceptualized consumers over this period, such as seeing them as decision-makers, influenced by advertising, and later as members of market segments.

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THE CONCEPT OF CONSUMER: A HISTORICAL PERSPECTIVE RISING FROM THE INTERFACE OF MARKETING AND PSYCHOLOGY CHEIRON: The International Society for the History of Behavioral and Social Sciences 46th Annual Meeting Hood College, Frederick, Maryland, June 19-22, 2014 POSTER SESSION Carmen Silvia Porto Brunialti Justo and Marina Massimi from Psychology Department Faculdade de Filosofia, Ci棚ncias e Letras Ribeir達o Preto University of S達o Paulo /S達o Paulo State, Brazil.
The present research arises from a thematic relationship between the areas of Marketing and Consumer Psychology. It is based on the hypothesis which states that the concept of consumer was structured on a foundation that represents an interface between those two areas, according to a historical perspective. The object of this paper is to present the development of the concept of consumer based on the appearance of Marketing in its historical context, and also from the area of Consumer Psychology, and of psychological theories in general, which have contributed to the development of those areas in the United States, starting at the beginning of the 20th century until the beginning of the 21st century.
Methodology This historical investigation research is inserted within the scope of the history of Marketing, of scientific Psychology, as well as the consumer psychology, in the period encompassing the end of the 19th century and the 20th century. In the beginning of the 20th century, Marketing as a science was structured and gained space in the academic field as an independent discipline, apart from Economics, thus enabling the appearance of this study area and activity. The social and economic conditions of the United States at the turn of the 20th century made the approximation of the areas of Marketing and Psychology possible, mainly in the academic environment and in the laboratories of experimental research, through behavior, memory, motivational and learning researches. The creation of Division 23 (Consumer Psychology Division) in the APA American Psychology Association in the sixties, has legitimated the studies on this specific area, which originated the area of Marketing and consumers behavioral studies. The development of modern Marketing, as of the end of the 20th century, carries on the interface influences between those two areas, suggesting the possibility of relating the concept of consumer.
Methodology This research employs the historical investigation method, which places it under the scope of the history of marketing, scientific psychology, and also the consumers psychology, in the time period including the end of the 19th century and the 20th century. In this context, the authors have taken into consideration the main events related to the Industrial Revolution and the development of capitalism in American society, as well as the contribution of scientific psychology for the countrys emancipation. They have also considered both the rising of consumers psychology as a specific field and the conjunction of those distinct areas as well, in a way that they all contributed for the development of the concept of consumer within a historical perspective.
Our main results and discussion: - (1900) In the beginning of the 20th century, the United States went through great changes, establishing itself as a country where development was a necessity. A big impulse for this movement was the birth of industries, the evolution of commerce, as well as the growth of teaching institutions, which centered their main focus on professional development, capable of making real the whole process for the countrys improvement. - (1900-1930) Despite the fact that scientific psychology had its origin in Germany, it was in the United States that the area found room for a quick evolution, connected to the economic ideals of a growing society. Regarding specifically the marketing area, this development gained impulse thanks to the growth of both industry and commerce, occupying academic spaces at the same time. Initially part of the Economics academic syllabus, it has become a totally independent field of knowledge.
-(1900-1940) The pioneering psychologists found fertile ground for the convergence of those areas, which grew together, especially in the academic environment. Sometimes, that contact reflected the tendency of making Psychology more pragmatic, which is exactly what happened to this area in relation to its closeness to the industrial field, as this had also occurred regarding education and the armed forces. - (1900-1940) Advertising in such a context was fundamental for growth acceleration. Among other pioneers in the field of Psychology studies, we should mention figures such as Edward Wheeler Scripture (1864- 1943) from the University of Yale, Harlow Gale (1862 -1945) from the University of Minnesota, Hugo Munsterberg (1863-1916) and Walter Dill Scott (1869-1955) from the Northwestern University, as well as Daniel Starch (1883- 1979) and Henri Levi Hollingworth (1880-1956), both from the University of Columbia.
- (1940/1960) Studies about marketing as well as analyses on consumers behavior have gained emphasis, especially with the development of means of communication, and also because of the contact between Marketing and Applied Psychology, which created some interest among Advertising, Marketing and Psychology professionals- 1960 The foundation, in 1962, of the Consumer Psychology Society, two years after the creation of APAs Division 23 a section of Consumer Psychology, specifically aimed at the promotion of the Science of Consumer Psychology, legitimated further academic studies and enlarged the interest of Psychology regarding investigations on consumer behavior.
Conclusion: - As a conclusion, it can be stated that the close contact among different areas has also contributed to theoretical definitions and strategies concerning the consumer concept, as much as it has helped the consolidation of activities related to Consumer Psychology. - After analyzing the historical perspectives of both, marketing and psychology, it was possible to demonstrate the main ideas about consumers concept and behavior, extracted from each specific time period, as well as its approximation to the psychological ideas in the same time scope, as it is shown in the analytical chart:
Conclusion - The concept DECISION-MAKER CONSUMER we could extract about Approximation of psychology laws to advertising studies attention, retention and memory of objects in the selling points - The concept INFLUENTIAL CONSUMER we could saw in Watsons behaviorism message and testimonial reinforcement as well as emotional appeal. - The concept MORE CRITICAL AND INFLUENTIAL CONSUMER in the same period we saw specific quantitative and experimental research about TV audience rates and statistics; use of color in packages, design and visual resources; analyses on attitudes, desires and other related topics. - The concept CONSUMER SEEN AS PART OF A MARKET SEGMENT we saw in the sixties the development of cognitive sciences has promoted new empirical research technologies regarding memory and problem resolution. - About the concept CRITICAL CONSUMER AND HIS ROLE IN SOCIETY we saw the Neurosciences research about buying behavior and emphasis on unconscious instincts and desires related to necessity and impulse to consume. Emphasis on new discoveries and new ways of approaching consumers. Use of resources regarding the five senses (taste, smell, vision, hearing and touching), generating consumption experiences. - And finally, the concept of DIGITAL CONSUMER related from the search for the human component emphasis on qualitative surveys involving groups of consumers research about the process of recall on social networks. Debate about consumers values, expectations and desires. The important role of psychologists as partners in discussions related to consumers behavior.
My contacts: carmen@justo.com.br http://migre.me/jHTQm Thank you very much I hope to see you next Cheiron Meeting!

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The Concept of Consumer - CHEIRON 2014

  • 1. THE CONCEPT OF CONSUMER: A HISTORICAL PERSPECTIVE RISING FROM THE INTERFACE OF MARKETING AND PSYCHOLOGY CHEIRON: The International Society for the History of Behavioral and Social Sciences 46th Annual Meeting Hood College, Frederick, Maryland, June 19-22, 2014 POSTER SESSION Carmen Silvia Porto Brunialti Justo and Marina Massimi from Psychology Department Faculdade de Filosofia, Ci棚ncias e Letras Ribeir達o Preto University of S達o Paulo /S達o Paulo State, Brazil.
  • 2. The present research arises from a thematic relationship between the areas of Marketing and Consumer Psychology. It is based on the hypothesis which states that the concept of consumer was structured on a foundation that represents an interface between those two areas, according to a historical perspective. The object of this paper is to present the development of the concept of consumer based on the appearance of Marketing in its historical context, and also from the area of Consumer Psychology, and of psychological theories in general, which have contributed to the development of those areas in the United States, starting at the beginning of the 20th century until the beginning of the 21st century.
  • 3. Methodology This historical investigation research is inserted within the scope of the history of Marketing, of scientific Psychology, as well as the consumer psychology, in the period encompassing the end of the 19th century and the 20th century. In the beginning of the 20th century, Marketing as a science was structured and gained space in the academic field as an independent discipline, apart from Economics, thus enabling the appearance of this study area and activity. The social and economic conditions of the United States at the turn of the 20th century made the approximation of the areas of Marketing and Psychology possible, mainly in the academic environment and in the laboratories of experimental research, through behavior, memory, motivational and learning researches. The creation of Division 23 (Consumer Psychology Division) in the APA American Psychology Association in the sixties, has legitimated the studies on this specific area, which originated the area of Marketing and consumers behavioral studies. The development of modern Marketing, as of the end of the 20th century, carries on the interface influences between those two areas, suggesting the possibility of relating the concept of consumer.
  • 4. Methodology This research employs the historical investigation method, which places it under the scope of the history of marketing, scientific psychology, and also the consumers psychology, in the time period including the end of the 19th century and the 20th century. In this context, the authors have taken into consideration the main events related to the Industrial Revolution and the development of capitalism in American society, as well as the contribution of scientific psychology for the countrys emancipation. They have also considered both the rising of consumers psychology as a specific field and the conjunction of those distinct areas as well, in a way that they all contributed for the development of the concept of consumer within a historical perspective.
  • 5. Our main results and discussion: - (1900) In the beginning of the 20th century, the United States went through great changes, establishing itself as a country where development was a necessity. A big impulse for this movement was the birth of industries, the evolution of commerce, as well as the growth of teaching institutions, which centered their main focus on professional development, capable of making real the whole process for the countrys improvement. - (1900-1930) Despite the fact that scientific psychology had its origin in Germany, it was in the United States that the area found room for a quick evolution, connected to the economic ideals of a growing society. Regarding specifically the marketing area, this development gained impulse thanks to the growth of both industry and commerce, occupying academic spaces at the same time. Initially part of the Economics academic syllabus, it has become a totally independent field of knowledge.
  • 6. -(1900-1940) The pioneering psychologists found fertile ground for the convergence of those areas, which grew together, especially in the academic environment. Sometimes, that contact reflected the tendency of making Psychology more pragmatic, which is exactly what happened to this area in relation to its closeness to the industrial field, as this had also occurred regarding education and the armed forces. - (1900-1940) Advertising in such a context was fundamental for growth acceleration. Among other pioneers in the field of Psychology studies, we should mention figures such as Edward Wheeler Scripture (1864- 1943) from the University of Yale, Harlow Gale (1862 -1945) from the University of Minnesota, Hugo Munsterberg (1863-1916) and Walter Dill Scott (1869-1955) from the Northwestern University, as well as Daniel Starch (1883- 1979) and Henri Levi Hollingworth (1880-1956), both from the University of Columbia.
  • 7. - (1940/1960) Studies about marketing as well as analyses on consumers behavior have gained emphasis, especially with the development of means of communication, and also because of the contact between Marketing and Applied Psychology, which created some interest among Advertising, Marketing and Psychology professionals- 1960 The foundation, in 1962, of the Consumer Psychology Society, two years after the creation of APAs Division 23 a section of Consumer Psychology, specifically aimed at the promotion of the Science of Consumer Psychology, legitimated further academic studies and enlarged the interest of Psychology regarding investigations on consumer behavior.
  • 8. Conclusion: - As a conclusion, it can be stated that the close contact among different areas has also contributed to theoretical definitions and strategies concerning the consumer concept, as much as it has helped the consolidation of activities related to Consumer Psychology. - After analyzing the historical perspectives of both, marketing and psychology, it was possible to demonstrate the main ideas about consumers concept and behavior, extracted from each specific time period, as well as its approximation to the psychological ideas in the same time scope, as it is shown in the analytical chart:
  • 9. Conclusion - The concept DECISION-MAKER CONSUMER we could extract about Approximation of psychology laws to advertising studies attention, retention and memory of objects in the selling points - The concept INFLUENTIAL CONSUMER we could saw in Watsons behaviorism message and testimonial reinforcement as well as emotional appeal. - The concept MORE CRITICAL AND INFLUENTIAL CONSUMER in the same period we saw specific quantitative and experimental research about TV audience rates and statistics; use of color in packages, design and visual resources; analyses on attitudes, desires and other related topics. - The concept CONSUMER SEEN AS PART OF A MARKET SEGMENT we saw in the sixties the development of cognitive sciences has promoted new empirical research technologies regarding memory and problem resolution. - About the concept CRITICAL CONSUMER AND HIS ROLE IN SOCIETY we saw the Neurosciences research about buying behavior and emphasis on unconscious instincts and desires related to necessity and impulse to consume. Emphasis on new discoveries and new ways of approaching consumers. Use of resources regarding the five senses (taste, smell, vision, hearing and touching), generating consumption experiences. - And finally, the concept of DIGITAL CONSUMER related from the search for the human component emphasis on qualitative surveys involving groups of consumers research about the process of recall on social networks. Debate about consumers values, expectations and desires. The important role of psychologists as partners in discussions related to consumers behavior.
  • 10. My contacts: carmen@justo.com.br http://migre.me/jHTQm Thank you very much I hope to see you next Cheiron Meeting!