8 Key Truths of Consumer Psychology

by Dean Rieck

Too many direct marketing gurus profess simplistic ideas about consumer psychology. They insist that people — perhaps the most complex creatures on earth — can be understood by using a checklist of motivators or pyramid of needs.

But I can't even figure out why the teenage bagger at the local grocery puts three hundred cans of cat food in one bag and a single bunch of celery in another. So how can I possibly summarize the whole human experience in a few words?

Simple psychology is attractive, but ultimately limiting. When it comes to people, you have to observe closely, continue learning, and keep an open mind. Because just when you think you have everything figured out, someone does something you never expected.

With this caveat in mind, here are just eight of the hundreds of key truths I've learned about our wallet-wielding species.

Copyright © 2000 Dean Rieck. All Rights Reserved.
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