From the new characteristics of consumer psychology to see the changes in marketing in 2015

China Coatings network
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with globalization, information technology and mobile Internet era, consumer autonomy in marketing has been further established and developed. In particular, the interaction between consumer self, personality and life style and consumer behavior has been paid more and more attention to the influence of marketing strategy, which constitutes the theoretical basis of the new characteristics of consumer psychology.
in the era of mobile Internet, one of the new features of consumer psychology brought about by the convergence of digital and real-world identity is the change of consumer self-concept. It is so obsessed with the self-image it has created that they now force themselves to make it a reality. Today you look at the characteristics and types of photos on WeChat is not difficult to understand the truth.
The same convergence of digital and real-world identities poses challenges for how to understand customers in brand management, and today's consumers are moving quickly and freely through fashion, hot spots and groups of friends in real life, just like they do online. It's important for brand managers to understand that these consumers never finish one thing, they live an incomplete life, a short personality comes and goes. They enjoy missing out without fear of missing out. For consumers, there is no need to accumulate material in the world, but to accumulate experiences.
Under the influence of the Internet, another new feature of consumer psychology is that consumer behavior is changing towards hedonism and symbolism, and consumer behavior emphasizes the interaction between consumer self, personality characteristics and brand consumption behavior more and more, which also constitutes the trend of brand marketing in the future.
psychological point of view is that the consumer self, personality and its associated products and brand image have interaction, this interaction has an important role in understanding consumer behavior under brand marketing. Brand marketing facts show that the impact of personality traits such as consumer self and personality on brand consumption behavior may be more meaningful and longer than advertising. Gardner and Levy, a famous American marketing scientist, has long pointed out that consumer behavior is influenced by personality traits such as consumer self and personality, and that consumer self, personality and other personality characteristics are closely related to the perceived image of the product itself or brand embodiment (brand personality and image). In the 1980s, Sirgy (1982), a famous American consumer behaviorist, suggested that brands or products should have self-interest and personality, which is one of the important reasons that affect consumer behavior. Since J.Aaker (1997), a well-known American brand management expert, has used the "Big Five" personality theory model in psychology to explore the dimensions of brand personality, many scholars have dabbled in the research of brand personality, which has become one of the focal points in the field of marketing and psychology.
with the deepening of the research on brand management theory, people are more aware that not only the consumer self has an important influence on consumer behavior, but also the consumer personality plays an increasingly important role in brand consumption and marketing.
J.Aaker (1997) creatively applied the exploratory factor analysis method of refining the "Big Five" personality in personality psychology to the study of brand personality dimension, and for the first time systematically developed the brand personality dimension and scale based on American culture, and then called into understanding the connection between brand personality and consumer self and personality characteristics. In the process of interaction between consumers (personality) and brand (personality), because of the symbolism of the brand and the message it conveys, the two may establish their close emotional connection, at this time, consumers regard the brand as a "friend" with personality characteristics. From this point of view, the brand has a life, but also has a unique self and personality. This research has played an important role in brand consumption, brand management and marketing. According to the latest study (2011), it is possible to better understand the relationship between consumers and their interaction with other characteristics of consumers only if they are discussed on the platform of consumer behavior.
's latest study argues (2014): Consumer psychology, especially in the face of the Internet and mobile Internet, the behavior of fantasy, emotion and interest, the so-called "personal experience" has an important role in consumer behavior, that is, consumer behavior is driven by internal motivation and seeking individual emotional experience, which is also a new feature of consumer psychology. By comparing the information processing process with the personal experience of consumer behavior, it is concluded that most buyer behavior can be effectively explained. In the past, the study of consumer behavior has neglected the important issue of consumer experience, such as leisure activity consumption, consumer aesthetic point of view, symbolic meaning, consumer's pursuit of diversity change, reaction to hedonism consumption, reasons for psychological emotion, artistic desire, daydreaming, creative behavior, emotion, entertainment and many other behaviors can only get in-depth understanding from the consumer experience.
from the perspective of psychological mechanism, the formation of the individual's self-concept depends on the information obtained by the continuous interaction between the individual and others, with society and with the natural environment. Without an individual's interaction with the environment, it is impossible for an individual to obtain information about himself and his or her relationship to the environment. The concept of self is formed in the process of growing experience and the education of others and society. In the process of interacting with others, society and natural environment, the individual's behavior arouses the reaction of others and society, and obtains information feedback from others and society. In the process of interacting with the natural environment, individuals obtain information about their relationship with the natural environment. Based on the theory of psychology, social media plays a very important role in the formation of consumer self-concept, personality and so on under the mobile Internet.
lack of understanding of the new characteristics of consumer psychology, there are some misunderstandings in the understanding of brand personality and brand management. Specifically:
is to equal brand personality as brand image. Brand personality is the core of the brand, brand personality is from the inside out, is the brand image of the more abstract and personalized part. And the brand image is from the outside, the connotation is broader. For example, Haier's brand image is unique service, quality excellence, strength, sincerity, the courage to innovate. Among them, sincerity and innovation is the brand personality.
is to equate brand personality with brand positioning. Brand personality should be shaped on the basis of brand positioning, brand personality and brand positioning should be the same vein, brand personality reflects brand positioning. Brand positioning is not clear, brand personality will appear blurred. But brand personality is not entirely determined by brand positioning. Positioning the same brand may also present a different personality in the eyes of consumers. Remember: brand positioning depends on the brand executive, and brand personality is built in the process of product interaction with consumers.
is to equate brand personality with product personality. Product personality is the attribute of the product, and brand personality is the product and culture, emotional image related to the part. If the product personality is hard power, then brand personality is soft power. Remember: If a brand is ahead of its competitors because of the attributes of the product, sooner or later the brand will be left behind by other brands.
for consumers, living on the Internet and mobile internet is changing not only the way they behave online, but also the way they behave offline, and their short attention is no longer limited to a few mobile device screens. The impact of the above new consumer psychological characteristics on marketing will become more obvious in 2015, operators should understand and master it as soon as possible.