Psychology in marketing applies to how a business presents itself and how consumers respond to promotional efforts. It’s safe to assume that in order for a marketer to successfully do their job, they first need to understand who the customer is, what they want, and what drives them to make a purchase.
Consumer psychology plays an important role in marketing and understanding the individual's needs and desires, and understanding what motivates certain consumers to purchase particular products. Marketing psychology has been defined as “incorporating a range of psychological principles into your content, marketing, and sales strategy.” Going further, you can also think of marketing psychology as a way to look for patterns in humans and assess how this relates to their purchase decisions.
Here is a conceptual image that shows how a company thinks a plan to convince the customer to buy their product
