My Interest In Marketing Psychology

My interest in marketing psychology dates back to childhood. I was bullied from elementary school to high school because I suffered from severe acne and eczema. Being an only child, I did not have anyone to turn to except my mom and my TV. I remember how I would beg my mom to buy me whatever new product was on the market because I knew it would be a resolution to all my problems. The emotional response I had to these advertisements and the way it shaped how I viewed myself and my life was profound. Advertising plays a huge role in the socio-economic development of children because they lack awareness of branding and persuasive media tactics. Amity University conducted a study on the Effects of Advertising on Youth that found preadolescent and adolescent females compare themselves to women represented in media which results in lack of confidence in themselves. This disheartening ambush of media, along with my creativity and love for the arts is what initially sparked my interest in marketing.

Marketing is powerful a combination of science and creativity that is used to influence thoughts and decisions in all areas of our lives. We are exposed to and affected by marketing at all times; however, we are rarely ever aware that our thoughts and lives are being impacted. Since childhood, I realized I wanted to explore deeper into the science behind marketing in order to understand the effect I have seen it have over my life and the lives of others. This is what drew me to pursue a degree in psychology. Contrary to popular belief, psychology, just like marketing, is present in our everyday lives, whether it is being used on us through advertising or we are using it to make basic life decisions. While completing my degree, I experienced my first encounter with the psychology of marketing working as a sales associate at Macys.

As a sales associate, I used verbal and non-verbal cues to anticipate customers’ needs and tailor my sales approach accordingly. I frequently applied the principle of liking to establish personal connections and reliability with my customers. I also commonly used the theory of social proof as a psychological trigger for customers by establishing the item as a best seller or most popular in the department. Working at Macys gave me a deeper insight on how to influence and understand the consumer buying process thus resulting in me to being one of the top sales associates in my department.

Shortly after graduation, I was approached with an opportunity to develop a marketing plan for Dr. Arlene Barro, a Behavioral Educational Psychologist and founder of Barro Global Search Inc. Excited for the task, I researched and designed a comprehensive marketing plan supporting the different target markets who I believed would benefit from her seminars and expand her business. Although our business relationship was cut short, my work with Dr. Barro helped me uncover my passion for market research. Shortly following, I was approached with an opportunity to intern for Lori Battle, CEO of the Dream Girl Foundation. I was able to explore the impact that psychology not only had on marketing, but the important role it plays in event production. Event planning is heavily saturated in psychological principles because it is based on people to people interaction. I was able to apply many theories of Social Psychology as well as Organizational and Emotional Psychology to ensure the event would be a success. We intentionally used various engagement tactics by providing networking and social contact opportunities throughout the luncheon to ensure a high level of attendee satisfaction. We also used psychological research and studies to ensure our colors, brand and logo were all carefully designed to have the desired emotional effect on all luncheon participants. Last year, our theme colors were pink and green with green being a color of balance and pink being very feminine. I was involved with brainstorming the event structure, slogans, and colors as well as implementing a small focus group to analyze which ideas would be most effective. While executing the event, I was also able to apply Maslow’s Hierarchy of Needs to ensure that the event was strategically designed to address the physical, social, safety, self-esteem and self-actualization of our guest’s to create a positive lasting impression of our brand. During the event, we had a series of experts who were able to give the guest knowledge allowing them to take notes and reflect on how that can incorporate what they learned and apply it to their own lives. After the presentations, we had everyone share their achievements, plans and dreams with a small group of peers helping people realize their own potential and seek personal growth. At the end of the event, we provided all guests with goodie bags full of free products, encouraging notes, and ways to continue to connect with our brand.

Shortly after interning with Mrs. Battle, I was hired as an administrator for a home healthcare company. As an administrator, I was in charge of hiring and training of all employees as well as establishing new customer and business relations. I collected data from several sources including observations during the face to face interview, background checks, application references, and simulations to properly access if the candidate was the right fit. In addition to hiring, I was responsible for negotiating business contracts with facilities, hospitals and potential customers. By using the principles of reciprocity, social proof and liking, I was not only able to increase new business contracts by 15% but I was also able to increase customer retention by 20 %. I was also responsible for implementing the first company paperless homecare system. I got to experience and understand first-hand the obstacles and objections presented by employees and coworkers and had to figure out a way to resolve all issues for the best interest of the company.

While working at Divine Integrity, I worked part time as an administrative marketing assistant for Soule Skin Spa. As an administrative marketing assistant, I am responsible for creating marketing campaigns and running the daily operations of the business. Through the use of emotionally charged content, social proof through customer testimonials, and the influence of social groups, I have been able to increase Soules social media presence by 40% thus contributing to an overall increase business. During daily operations, I have been able to use the theory of scarcity and the buffer effect of social support to increase customer retention thus contributing to the overall increase in business and positive awareness of our brand. Throughout my various experiences in life, I have always been amazed to see how psychology and marketing play a role in influencing our everyday experiences. Marketing is one of the most powerful influencers in our society, and I believe many companies use their marketing platforms irresponsibly. I desire to be in a position of power to use my platform to influence society in a positive and progressive way.

My goal is to become a Marketing Psychologist operating in the role of Marketing Director, to create marketing campaigns that have a positive impact on peoples’ lives. It is my goal to change the way businesses advertise products and help create a positive effect on the psyche of its customers. I believe that receiving a Master of Arts in Psychology from Pepperdine University will help me further my knowledge and understanding of psychologies essential role in marketing strategy development. I have always wanted to attend Pepperdine since I was a little girl. Pepperdine is recognized as one of the most prestigious schools in the country for their academics and for incorporating spirituality and faith into its curriculum. In researching Pepperdine, Dr. Robert Hohenstein and his more than 25 years-experience organizational settings peeked my interest because I believe he can help better prepare me for the role psychology has in a business setting. My enthusiasm and passion to further my knowledge of human behavior and creative marketing strategies drives me to want to continue my education. This program has everything that I am looking for in a master’s program including a strong alumni network, progressive and innovative class structure and scholar- practitioner approach to learning which I believe will be instrumental in my pursuit to become a marketing psychologist.