What major psychological processes influence consumer response to the marketing program?

Motivation

MemoryLearning

Perception

Key Psychological process

Motivation

We all have many needs. A need becomes motive when it is aroused to a sufficient level of intensity to drive us to act

There are three main theories of human motivation

Freud’s theory Herzberg’s theory

Maslow’s theory

Motivation

We all have many needs. A need becomes motive when it is aroused to a sufficient level of intensity to drive us to act

There are three main theories of human motivation

freud’s theory

Freud assumed the psychological forces shaping our behaviour are largely unconscious.So a person will react not only to the stated capabilities of product but also to less conscious cues such as shape,size,colour

Freud’s theory

Maslow’s theory

According to him human needs are arranged in an hierarchy from most pressing to least.So people try to satisfy their most important need first and then try to satisfy the next most important

Maslow’s theory

Herzberg’s theory

According to him the absence of dissatisfiers is not enough to motivate a purchase, satisfier must be present

Herzberg’s theory

Perception is the process by which we select,organize and interpret information

People are more likely to notice stimuli that relate to a current need

People are more likely to notice stimuli they anticipate People are more

likely to notice stimuli whose derivations are large in relationship to the normal size of stimuli

Selective Attention

Tendency to interpret information in a way that fits our preconception

Consumers often distort information to be consistent with prior brand and product beliefs

Selective Distortion

Selective retention,is the process when people more accurately remember information that supports their attitudes and beliefs

Selective Retention

Learning

Learning is produced through the interplay of drives,stimuli,cues,responses and reinforcement

Learning includes changes in our behaviour that arises from experience

Memory

Long Term Memorya more permanent,essentially unlimited repository

Short Term MemoryTemporary and limited repository of information

It views long term memory as a set of nodes and linksNodes store information connected by links that vary in strength

It views consumer brand knowledge as a node in memory with variety of links associated

Brand association consists of all brand related thoughts,feelings,perceptions,beliefs,experiences and attitudes

Thank You

Created by Rishabh Salgia,IIT Bombay,during an internship by Prof.Sameer Mathur,IIM Lucknow

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