@article{gabelaia2025redefining,
  title = {Redefining Consumer Desires: A Qualitative Study on Marketing’s Role in Shaping Modern Wants through Conditional Psychology},
  author = {Ioseb Gabelaia and Vivian Tracy},
  year = 2025,
  url = {https://ibimapublishing.com/articles/JMRCS/2025/265254/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2025,
  pages = 16,
  doi = 10.5171/2025.265254,
  abstract = {Understanding consumer stimuli is urgently needed to craft timely and evidence-based marketing strategies. The existing literature reveals a gap in consumer behavior studies, especially in applying psychology to consumer behavior. This enables the authors to explore the dual role of consumer behavior using a conditional psychology framework. A mixed method was used. The sample consisted of 131 marketing practitioners and 11 marketing executives. This insight revealed the role of conditional psychology, exploring conditional stimuli, its influence on marketing campaigns, and how it creates emotional and cognitive responses that redefine consumers' final choices. The survey results were significant, and the interviews with executives revealed the power of persuasive marketing in shaping new consumption patterns aligned with various consumer lifestyles. The results underscored the transformative impact of marketing on consumer behavior, emphasizing the need for balanced strategies. This study significantly increases the understanding of marketing's transformative impact on consumer behavior through the lens of conditional psychology.
 },
  keywords = {Marketing, Consumer Behavior, Marketing Strategy, Conditional Psychology },
  note = Article ID: 265254
}