Date post: | 16-Aug-2015 |
Category: |
Marketing |
Upload: | sameer-mathur |
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Psychological FactorsWhat major psychological processes influence consumer responses to the
marketing program
Motivation
A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
Motivation research refers to qualitative research designed to probe consumers’ hidden, subconscious motivations
Perception
Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes
• Selective attention• Selective distortion• Selective retention
Selective Attention
Selective attention is the tendency for people to screen out most of the information to which they are exposed.
For example, when you are hungry you are more likely to give attention to the smell of roast chicken cooking rather than the sound of the phone ringing. This is especially so if chicken is one of your favourite foods!
Selective Distortion
Selective distortion is the tendency for people to interpret information in a way that will support what they already believe.
Selective Retention
Selective retention is the tendency to remember good points made about a brand they favor and to forget good points about competing brands
Learning
Learning is the changes in an individual’s behavior arising from experience and occurs through interplay of:
• Drives strong internal stimulus impelling action.• Stimuli response to change based on experiences or
learning.• Cues minor stimuli that determine when ,where , how a
person responds.• Responses people generalize their response to similar
stimuli.• Reinforcement consequence that strengthens a
stimuli.
Made to Stick
Simple –find core of any idea.
Unexpected –grab people’s attention by surprising them.
Concrete –make sure any idea can be easily grasped and remembered later.
Credibility –gave an idea believability.
Emotion –help people see importance of an idea.
Stories –empower people to use an idea through narrative.
Recap
We addressed the question : What major physiological processes
influence consumer responses in marketing program.
Four main processes are:• Motivation• Perception• Learning • Memory
Disclaimer
Created by, Divya Agarwal, Vasavi College of Engineering, Hyderabad; during an internship
under Mr. Sameer Mathur, IIM Lucknow.www.IIMinternship.com