What major psychological processInfluence consumer responses tothe marketing program ?

?

Key psychological processes.

Memory

Perception Learning

FIVE

Emotions

1. Motivation

A

Need becomes

A motive when it is

aroused to a sufficient level

Of intensity which makes us act..

Feud’s theory

Deeper motives

Need to be uncovered

for better marketing.

Maslow’s theory-

Human needs are arranged

In hierarchy from most to least

Pressing (bottom to top).

Herzberg’s theory –

2 factor theory which distinguishes

Satisfiers from dis-satisfiers.

Absence of dis-satisfiers is not enough.

To motivate purchase, satisfiers must be

present.

Selective Attention-

1. People are more likely to notice stimuli that relate to current need.

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

3. People are more likely to notice stimuli whose deviations are large in relationship to the

normal size of the stimuli.

Selective distortion

It is the tendency to interpret information in a way that fits our perceptions.

Consumers will often distort information to be consistent with prior brand beliefs.

It can work to the advantage of marketers with strong brands.

3.

Learning induces changes in our behavior arising from experience.

Marketers can build demand for a product by associating it with strong drives,

Using motivation cues, and providing positive reinforcement.

5. Memory

Created by Yash Shah , Sardar Patel College of Engineering, During an internship withProf. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com