Interdyscyplinarnośc Marketingu W Świetle Psychologicznych Aspektów Działań Marketingowych

Abstract

Nowadays, one of the major challenges facing marketing is the need of understanding consumer's motivations and factors which influence their choices. This article presents key marks of the psychological aspects of marketing. It is raising awareness of the role in subconscious processes which is taking place in consumer's decision making. Results of this research are presented based on two selected heuristical aspects of making such choices.