Psychology plays a big role in how marketing is perceived. Generally, people buy products because of their views. When marketing the marketing team must make a customer or the targeted audience believe that they need the product and why it would be good for them. Another way psychology is used is by convincing the audience that they are receiving a deal. For example, being in college a lot of companies offer student discounts. From personal experience, Apple Music is $10 for a basic account but because I am a student it is $5. Apple convinced me that I needed it because it was already on my phone and because I am a student, I also get Apple TV. I have never thought I needed Apple Tv but since apple offered it at a cheap price, I now use it.