La psicología en las ventas: comprendiendo el comportamiento del consumidor

Psychology in sales: understanding consumer behavior

Authors

  • Janeth Ximena Tapia Montalvo

Keywords:

Emotions in shopping, value perception, consumer psychology, purchase decision, emotional association

Abstract

Sales psychology has established itself as a fundamental discipline for understanding and predicting consumer behavior. The main objective of this study is to decipher how consumers' emotions, perceptions and thought patterns directly influence their purchasing decisions. Adopting a qualitative methodology, an in-depth analysis of existing documents and literature, as well as the study of specific cases, was carried out. As a result, it was determined that consumers are not only driven by logical or practical needs, but that psychological factors, such as emotional association, perceived value and the need to belong, play a critical role in their purchasing decisions. These findings suggest that sales strategies must be holistic, considering both the tangible and emotional needs of the consumer to be effective

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Published

2023-11-06

How to Cite

Tapia Montalvo, J. X. (2023). La psicología en las ventas: comprendiendo el comportamiento del consumidor : Psychology in sales: understanding consumer behavior . INSTA MAGAZINE, 6(1). Retrieved from http://186.69.149.245/index.php/instamagazine/article/view/51