Psychology of Consumers--there's a lot more to it than you might think!

Each of us plays the role of a consumer on a daily basis. Generally, we are unaware of the involved process that goes into our purchasing and decision-making. The website The Psychology of Consumers, at www.consumerpsycholgist.com, gives an in-depth look into the many fascinating aspects of consumer behavior and marketing. The site was created by Lars Perner, Ph.D, the Assistant Professor of Clinical Marketing at USC’s Marshall School of Business. Perner’s contact information as well as links to additional websites he operates are provided on the page, giving him authority on the subject. An editor is not cited on the page; however it is well-written and seemingly error-free. There is not a date provided for when the webpage was updated, but seven out of the ten supplementary links are currently accessible.

The website is clearly organized, providing links to the array of topics discussed and clear headings throughout the text. Subheadings, lists, bullet points, and emphasis on key terms and concepts further enhance the site’s ease of navigation. Perner does a great job of explaining and analyzing a wide range of topics relevant to consumer behavior; in just a few pages, he expertly covers many of the main ideas taught in marketing classes and discussed in-depth in text books. From general information about consumer behavior and marketing strategies to detailed descriptions of demographics, perception, and self-concept, Perner’s explanations are educational, interesting, and easy to comprehend.

The site provides a Google search for Perner’s teaching materials, however due to the content of the page. It would also be useful to include links to video and photo advertisements to exemplify the implementation of marketing campaigns. Along the same line, some visual graphics included on the page would make the website more dynamic. Aside from these minor shortcomings, The Psychology of Consumers is overall such an informative website that I was surprised it was free to access. It is extremely helpful as a supplement to a marketing course, or a great way for someone who is relatively unfamiliar with consumer behavior to quickly acquire a wealth of information on the topic.