The different elements of social psychology could be examined inside the wide ideas of intelligence, gender, marketing, customer culture, pressure and psychological difficulties that define society. Taking into consideration customer behaviour, social psychology utilizes convincing theories to clarify addictive consumption, the influence of marketing and the phenomenon of buying. Marketing is observed as a subtle psychological manipulation as it creates desires and anxiousness in the prospective customers (Papers4you.com, 2006).

Marketing can have each psychological and industrial elements like misattribution, bias, suggestibility, and could be studied from international or regional perspectives. Organisational consumption is observed as various from person consumption while generic psychological theories of human motivation such as that of Maslow and Freud can clarify customer behaviour. Nevertheless customer behaviour can also be studied in terms of the notion of top quality and its relation to consumer satisfaction (Silva et al, 2005).

The objective measures of consumer desires, pricing and expectations of the shoppers may possibly have to be analysed inside Service High-quality or Expectations models. Hogg and Garrow (2003) highlighted on the psychological elements of gender and the influence on consumption of marketing. Marketing has been located to be processed and interpreted differently according to gender schemas and perceptions. This would in turn relate to psychological theories of gender such as the theory of biological determinism, Freudian theory of character improvement, cognitive-developmental theory, and feminist theories.


Bridging the gap involving gender research and gender variations in consumption could deliver us with new insights on social and psychological elements of customer behavior. Orth (2005) indicated that customer behaviour largely depends on customer character and susceptibility to interpersonal influence, customer situational disposition such as danger taking and curiosity, buying behaviour and buying frequency and demographic variables such as age and gender. Modern customer culture could be studied in relation to an excessive emphasis on beauty and look and an obsession with youth, a phenomenon that has observed an elevated dependence on cosmetic surgery. The elevated significance of the physique in the customer culture could be studied along with the significance of look in contemporary society, the function of advertising and marketing and marketing pictures, and the psychological need to have for self-expression (Papers4you.com, 2006).

Social psychology is on the other hand focused not just on consumption and public attitudes on marketing, but also on group behaviour, basic person and collective attitudes towards different social difficulties like war, perform, violence and top quality of life. This would in turn clarify how folks deal with pressure, and concentrate on the psychological consequences of pressure. While psychological issues may possibly in some instances be a direct outcome of social pressure, deviant behaviour in society could be explained with the aid of many theories such as the theory of subcultures by Parker, the structural strain theory by Merton, or the theory of conformity. Social psychology is hence focused on explaining a wide variety of difficulties from marketing and customer behavior to public attitudes on social difficulties and antisocial behaviour.