La psicología en las ventas: comprendiendo el comportamiento del consumidor

Psychology in sales: understanding consumer behavior

Abstract

Sales psychology has established itself as a fundamental discipline for understanding and predicting consumer behavior. The main objective of this study is to decipher how consumers' emotions, perceptions and thought patterns directly influence their purchasing decisions. Adopting a qualitative methodology, an in-depth analysis of existing documents and literature, as well as the study of specific cases, was carried out. As a result, it was determined that consumers are not only driven by logical or practical needs, but that psychological factors, such as emotional association, perceived value and the need to belong, play a critical role in their purchasing decisions. These findings suggest that sales strategies must be holistic, considering both the tangible and emotional needs of the consumer to be effective