Psychological Marketing deals mainly with intangible aspects of communications, on the role of mental images and representations. The Psychology of Marketing represents an interdisciplinary research area, where several contributions converge, from cognitive science, neuroscience, social psychology, and dynamic psychology. Early contributions were rooted mainly in social psychology, with a strong attention to attitude research and the analysis of behavioral effects.[33] Recent approaches include a comprehensive analysis of several areas, including neuroscience, linguistics, and experimental research. Key aspects are: effects of visual and verbal messages on mental maps, effects of advertising on attitudes and emotions, Psychophysiological response to advertising messages and products observation, effects of marketing on emotional states, consumer psychology insights, and group psychological dynamics.
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