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Provide a 12 pages analysis while answering the following question: Socal and developmental psychology. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is
Provide a 12 pages analysis while answering the following question: Socal and developmental psychology. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. In today’s modern world where there are hundreds of different brands selling the same products, it has become essential for the manufacturer to know the psychology of the consumer in depth, in order to stay in the competition. It should not be surprising to know that in the developed countries the costs of manufacturing are much less compared to the costs of marketing the products (Hansen & Christensen, 2007, p.18). However, manufacturers and brands have realized that to sell the products, they need to convince the consumers of their idea and gain their confidence. Hence, understanding the psychology of the consumer has become extremely important for the manufacturers and service providers (Hansen & Christensen, 2007, p.17). Different studies and theories in the field of psychology, management and sociology have been developed to explain how the consumer makes choices (Hansen & Christensen, 2007, p.18). These theories help people in the field of marketing and advertising to understand the way consumer behaves and takes decisions. On the basis of these theories, manufacturers design their marketing strategies and persuade consumers to buy their products. One such important theory of persuasion is the ‘Elaboration Likelihood Model’ which explains the likelihood of receiver getting pursued on the basis of his involvement in the message.
Petty and Cacioppo (1986) presented the ‘Elaboration Likelihood Model’(ELM) to explain how consumer processes the information while forming their attitude towards the product (Hansen & Christensen, 2007, p.59). According to ELM, “elaboration likelihood is determined by an individual’s motivation and ability to elaborate” (Sher & Lee, 2009, p.139).
