Abstract
The chapter discusses some important questions of auto-suggestion, affirmation processes, auto and autonomous psychology, spiritual marketing, and the use of psychological techniques and health management. Psychological marketing is a set of psychological techniques, tests, and forms that individual transfer contributes to the growth of performance: repeated purchases, satisfaction, personal relationships. Auto-psychology is a psychological discipline that deals with individual psychological techniques applied by an individual in order to affirm and achieve individual goals such as happiness, affirmation, satisfaction. Self-marketing or psychological marketing is a set of individual training, psychological tests, techniques, simple rituals, or psychological protocols. Psychological marketing is spiritual marketing that applies positive and psychological practices of Zen, Taoism, Shintoism, Hinduism, and Animism. Some of the main techniques or tools are feng shui, wabi-sabi, trigram, zen office, logo, kōan, breathing techniques, anti-stress therapy, self-control, and yogi office.
TopBackground
The foundation of consumer psychology was the book Economics and Modern Psychology by Maurice Clarke. In 1902, Frenchman Gabriel Tarde published Economic Psychology, in which he showed the importance of the microsocial environment and the subjective characteristics of the consumer. Another block of economic theories that explain consumer behavior and mention their psychology are theories of the late 19th - mid-20th centuries. The idea of applying psychological knowledge to applied research on consumption is attributed to the American Walter Dill Scott. Another part of the research shifted the emphasis to behaviorism because the founder of behaviorism John Broadus Watson, while working in the advertising business, actively applied his scientific research there. This is how the separate science Consumer Behavior appeared. John Watson began to use behaviorism in advertising in the 1920s, but his ideas only gained widespread popularity in the 1950s. It was Watson who first used consumer emotions to help sell products. Following his advice, Johnson and Johnson created an ad for a baby powder that did not talk about the product but showed the mother's care for the baby.
The flagships of this science were James F. Angel, Roger R. Blackwell, Paul W. Miniard, and Michael R. Solomon. George Katona became the founder of the science of psychological economics, the foundation of which was the idea that making a purchase depends not so much on financial ability as on the desire and psychological readiness to make it. His follower Wang Raai later formulated a general model of economic psychology, according to which it is necessary to consider the unity of the economic environment, the perception of economic conditions, the behavior of market participants, and subjective well-being.
The next part of the research took the consumer's personality as its subject. Consumer psychology began to emerge). In general, the analysis of the researchers' personalities shows that people with basic non-psychological education, most often marketers and specialists in advertising and PR, are engaged in Consumer psychology in different countries, therefore, there is a free interpretation of psychological terms and minimal use of test material. Thus, even today there are several sciences that study the consumer from different angles, with duplicate studies, in different terminology.
Key Terms in this Chapter
Relationship Model: In the relationship model, satisfaction is derived and reciprocal. The transfer model explicates about immediate and altruistic, mutual benefit. Both partners will achieve the long-term goal after two iterations have been completed. After the buyer's satisfaction has been achieved, which has resulted in the seller's satisfaction.
Psychological Marketing: Psychological marketing is the conceptualization of marketing, schemes, and positive uses, uses that create positive effects or cause consumer satisfaction. Psychological marketing is a set of psychological techniques, tests, forms that individual transfer contributes to the growth of company’s performance: good image, customer satisfaction, new and repeated purchases.
Autonomous Medicine (Integral Plus Integrative): Autonomous medicine is an activity of constant level, structured and positivist science (since health is a regular, positivist structure of human). In the case of the psychological prototype, the method does not incorporate anything into the subject, but deals with the natural, existing condition and structure. The subject of integral medicine is health, health sustainability, prevention, treatment, and post-healing process.
Asymmetric Partnership: An asymmetric partnership is valid, if the consumer is dissatisfied, the employee must not allow dissatisfaction to spread to him, on the other hand, he should strive to convey happiness to the consumer and increase consumer satisfaction.
Auto-Psychology: Auto-psychology is a psychological discipline that deals with individual psychology techniques applied by an individual, in order to affirm and achieve individual goals such as happiness and self-affirmation.
Spiritual Marketing: Religious marketing is the marketing of practical and applied techniques of oriental religions in business psychology, application of auto-micro techniques of oriental religions (Hindu, Tao, Zen, Shinto) as an exotic practice and motivation in marketing culture.