Psychology helps marketers understand why and how consumers behave as they do. Psychological concepts such as motivation and personality; perception; learning; values, beliefs, and attitudes, and life styles are useful for interpreting buying process and directing marketing efforts. Motivation- is energizing force that stimulates behavior to satisfy a need. Personality- Refers to a persons consistent behaviors or responses to recurring situations Perception- The process by which an individual selects, organizes and interprets information to create a meaningful picture of the world. Learning- refers to the behavior that results from (1) repeated experience, (2) reasoning. The way we perceive ourselves in relation to the rest of the world plays an important role in our choices behaviors and beliefs. Understanding social psychology can be useful for many reasons. First we can better understand how groups impact our choices and actions. Additionally, it also allows us to gain a greater appreciation for how our social perception affects our interactions with other people.
Claustrophobia is an abnormal dread of being in closed or narrow spaces (Jeffrey, M. K., 2002). This paper will examine if the claustrophobia could have occurred through classical or operant condition or cognitive social learning. Most people who suffer from claustrophobia do not like being in tight, narrow places such as elevators or small rooms without any means of escape (Jeffrey, M. K., 2002). Studies show that most claustrophobic patients have had an experience when they were younger that have left an impression on them causing them to become claustrophobic when they became older. For example, an individual could have been trapped in an elevator for a period of time with no means of escape as a child. Individuals also have fears of being in small rooms with no means of escape and therefore do not like to close the doors to these rooms such as bathrooms (Jeffrey, M. K., 2002).