FREUD’S THEORY
PSYCHOLOGICAL FORCES SHAPING PERSON’S BEHAVIOUR ARE LARGELY UNCONSCIOUS AND PERSON CAN’T FULLY UNDERSTAND HIS OWN MOTIVATIONS
PERCEPTION
IT IS THE PROCESS BY WHICH WE SELECT, PROCESS
,ORGANIZE AND INTERPRET INFORMATION INPUTS TO
CREATE A MEANINGFUL IMAGE OF THE WORLD
SELECTIVE ATTENTION
PEOPLE ARE MORE LIKELY
TO SEE STIMULY RELATED
TO CURRENT NEEDS
PEOPLE ARE MOST LIKELY TO
NOTICE STIMULI THEY ANTICIPATE
PEOPLE ARE MORE LIKELY TO
NOTICE STIMULI WHOSE
DEVIATIONS ARE LARGE IN
RELATIONSHIP TO THE
NORMAL SIZE OF THE
STIMULI
LEARNING
MARKETERS CAN BUILD DEMAND FOR
A PRODUCT BY ASSOCIATING IT WITH
STRONGER DRIVES, USING
MOTIVATION CUES AND POSITIVE
REINFORCEMENT
CHANGES IN BEHAVIOUR OF CUSOMERS ARISING FROM
EXPERIENCES
ASSOCIATIVE NETWORK MEMORY MODEL
MEMORY IS SET OF NODES AND LINKS
NODE: STORES INFORMATION
LINKS: CONNECTS NODES TO SHARE INFORMATION
LINKS CONSIST OF ALL
BRAND RELATED
THOUGHTS, FEELINGS,
IMAGES, BELIEF,
ATTITUDES
BRAND KNOWLEDGE: NODE IN MEMORY
FOUR MAIN PSYCHOLOGIACAL PROCESSES
THAT AFFECT CONSUMER BEHAVIOUR ARE
MOTIVATION, PERCEPTION, LEARNING
AND MEMORY