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消费者行为学与心理学的关系
心理学是研究心理现象和心理规律的科学，它以人的心理为主要研究对象。科学的心理学不仅对心理现象进行描述，更重要的是对心理现象进行说明，以揭示其发生、发展的规律。
心理学关于人类认知活动心理过程的研究成果，为研究消费者的信息加工过程提供了理论依据，有助于研究人员了解并解释众多消费者的消费行为和品牌偏好现象，如广告如何才能吸引消费者的注意力，并促成消费者的购买行为。
一个广告从出现到消费者最终的购买过程，是一个受众的感觉、知觉、注意、记忆、联想、态度改变和购买的复杂的心理过程。一个成功的广告必须考虑如何通过广告这一载体向受众提供合适的外在刺激，通过广告诉求来吸引受众的注意，并让其形成正面的记忆，且让受众形成一定的想象空间，从而引导说服受众购买商品。
任何成功的广告诉求都是建立在消费者需要的基础之上的，而消费者行为学中有关消费者需求、动机、态度和行为的研究均来自于心理学的理论基础。
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