Date post: | 18-Aug-2015 |
Category: |
Business |
Upload: | sameer-mathur |
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CONSUMER PSYCHOLOGY
FOUR PSYCHOLOGICAL PROCESSES
MOTIVATION
FREUD’S THEORY
Psychological processes are largely unconscious.
Relaxation Status
Fun
Are the three appeals of a whisky brand
Example of Freud’s Theory
MASLOW’S THEORY
People satisfy most important needs first .Then try to satisfy the next important .
Maslow’s Hierarchy of Needs
HERZBERG’S THEORY
The absence of dissatisfier is not enough.Satisfier should also exist.
MOTIVATION FOR PURCHASE
Dissatisfier+
Satisfier
PERCEPTION
Relate to current need
Relate to stimuli of anticipation
Deviations are large
Selective attention
Selective distortion
Tendency to interpret information in different way
Selective retention
Information that supports the attitude and beliefs is retained
Subliminal perceptions
Consumers are not consciously aware of them , yet they affect behavior
LEARNING
Shift From Old to new PC due to better performance.
MEMORY
Key Psychological Processes influencing customer behaviour are :
Motivation ( Freud’s Theory , Maslow’s Theory and Herzberg’s Theory )
Perception ( Selective attention , Selective distortion , Selective retention and Subliminal perception )
Learning Memory
SUMMARY
Nihar Shambharkar
Created by --
National Institute of Technology , Trichy
During an Internship by --
Prof. Sameer Mathur
Indian Institute of Management ,Lucknow
(www.IIMintenship.com)