Consumer psychology and the effectiveness of marketing campaigns: The influence of psychological factors on consumer preferences and purchases

Abstract

This article examined the relationship between psychological factors and consumer behaviour within the context of marketing campaigns in Ukraine. The research involved observing consumer behaviour, conducting surveys to collect quantitative data on preferences, and performing experiments to assess the impact of marketing strategies on consumer behaviour. The study found that consumers are drawn to products with appealing designs that evoke positive emotions, such as joy and satisfaction, and that are associated with pleasant memories or feelings of comfort. Products with social approval (positive reviews, recommendations) are perceived more favourably than those with neutral or negative reviews, as they significantly increase consumer interest and trust. The balance between price and product quality, as well as its environmental sustainability, are also important factors influencing purchasing decisions. Advertising is most effectively received through video. Thanks to audiovisual elements, video advertising engages with the audience more effectively and leaves a more lasting impression compared to newsletters or banners. Promotions, discounts, and product sampling are effective marketing tactics aimed at achieving short-term sales growth and enhancing consumer satisfaction. The research identified psychological consumer segments: those who value innovation and cutting-edge technology, and those who are focused on economic benefits. The findings emphasised that considering psychological factors is crucial for developing effective marketing strategies and increasing consumer interest. These insights can be practically applied by marketers when planning advertising campaigns or identifying the target audience for a product.