Abstract

JUSTO, Carmen Silvia Porto Brunialti  and  MASSIMI, Marina. Contributions from the psychology to marketing field and to the concept of consumer: a historical approach. Rev. Psicol. Saúde [online]. 2017, vol.9, n.2, pp. 107-120. ISSN 2177-093X.  http://dx.doi.org/10.20435/pssa.v9i2.493.

This study aimed to present a historical reconstruction of the confluence of the Marketing and Psychology fields in the United States, from the late 19th tothe early 21st centuries. In this scope, this paper presents the advent of the studies about the concept of consumer in the Psychology, in the area called Consumer Psychology, and the consolidation of the studies about the consumer behavior in the Marketing field. It is a theoretical and historical research supported by the historiography of Scientific Psychology, whose methods were used by the area of the History of Science. It is concluded that the Psychology and the psychological studies were fundamental to the advent of the Marketing and the Consumer Psychology. The conclusion refers to the approach of the areas and how they contributed to the theoretical and strategic orientation of Marketing. In the Contemporary Marketing, it is observed a huge effort of the researchers and the market professionals to approach the consumers in a more solid, individualized and healthy way.

Keywords : Marketing and Psychology in the History; concept of consumer; consumer Psychology.

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