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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
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