Consumer Psychology - Selling the Wireless Technology Dream

‘Wireless’ has become the buzzword of today, no longer causing us to think of our favorite radio shows, but instead to focus upon the freedom and convenience that new wireless technology can provide. This change in concept is largely due to the skill of the marketers who have dedicated themselves to finding the best way possible to sell the wireless dream to the consumer. What they have discovered, through trial and error, is that the people who most wanted wireless solutions in their lives needed to be told that they wanted them and that a description of what the technology could do was, to many, useless unless put into an everyday lifestyle context.

The Consumer Decision Making Process
It’s important to bear in mind that one of the key aspects of consumer psychology lies in the decision-making process. This comes about as an attempt to ‘solve problems’. A problem, in the consumer psychology sense, can be described as “a need or desire that is, as yet, unfulfilled.” For example, a businesswoman may want to reach her office in under thirty minutes by car, but is subject to constant traffic delays which slow her down. In this instance, a service that could offer a personalized daily route planner to steer her clear of any traffic hold-ups would be of particular value, as it would fulfill a need by solving her particular problem.