Digital Marketing Agency

This is where our staff and co-founders rant, rave, and reflect to give you a better insight into our agency.

Marketing Theory - Psychology vs Sociology

Posted on: February 7th, 2013

This will be (sort of) short and sweet. A lot of people ask me why I went to school for both marketing and sociology. It baffles me that the connection isn't as obvious as it was to me... but for a hundred years, marketers have used a strictly psychological interpretation for what we do and how we act/purchase.

Well, even at a young age, this perspective didn't make sense to me. After all, psychology is an attempt to ascertain the state of an individual... Sociology is an attempt to understand the state of groups... And the most important part of commercial marketing is the "target audience." A target audience is certainly not an individual. And the whole reason for choosing a target is the hope that they have similar purchasing behaviors.

I think most who didn't understand my love for both marketing and sociology were thinking about it from a political perspective... Something like business=right wing, sociology=left wing... But that's not it at all. In a way, I'm glad more people haven't figured out the correlation between these two fields, but at the same time, it should be so obvious. Social psychology should absolutely be a requirement for any marketing degree. And not just one class... It should be the foundation of the program. I had to double major across departments to tie these two fields together. But it was worth it. Bigtime.