Sample interview questions: How do you use psychological theories and concepts to explain consumer decision-making processes?
Sample answer:
As a consumer psychologist, I utilize various psychological theories and concepts to illuminate the intricate processes involved in consumer decision-making:
1. Cognitive Psychology:
- Schema Theory: Consumers form mental representations (schemas) of products, brands, and categories. These schemas guide information processing and influence decision-making.
- Prospect Theory: Consumers evaluate gains and losses differently, leading to risk-averse behavior when facing potential losses.
2. Social Psychology:
- Reference Groups: Consumers’ behavior and decisions are influenced by the opinions and norms of reference groups such as family, friends, and social media followers.
- Social Comparison Theory: Consumers compare themselves to others to evaluate their purchases and determine their satisfaction.
3. Motivational Psychology:
- Maslow’s Hierarchy of Needs: Consumers make decisions based on fulfilling their needs, from basic physiological needs to higher-order growth needs.
- Drive Theory: Unfulfilled needs create tension that motivates consumers to engage in purchase behavior.
4. Emotion and Cognition: Read full answer
Source: https://hireabo.com/job/7_0_15/Consumer%20Psychologist