CONSUMER PSYCHOLOGY

HOW DOES PSYCHOLOGY AFFECT RESPONSE TO A MARKETING PROGRAM?

NEED BECOMES MOTIVATION WHEN IT IS AROUSED TO

A SUFFICIENT LEVEL OF INTENSITY

FREUD’S THEORY

MASLOW’S THEORY

TWO FACTOR THEORY

SATIFIERS

DISSATISFIER

FACTORS THAT CAUSE SATISFACTION.FOR EXAMPLE, A COMPLIMETARY ON BOARD GPS IN A CAR.

FACTORS THAT CAUSE DISSATISFACTION.FOR EXAMPLE, LACK OF FIRST FREE SERVICE IN A CAR.

SATISFIERS MUST BE PRESENT IN THE PRODUCT.

ABSENCE OF DISSATISFIERS NOT ENOUGH.

PROCESS BY WHICH WE SELECT,ORGANIZE AND

INTERPRET INFORMATION TO CREATE SOMETHING

MEANINGFUL

EVERYONE HAS

THEIR OWN

PERCEPTIONS

SELECTIVE ATTENTION

WHAT DO PEOPLE NOTICE?

NOTICE STIMULI RELATED TO CURRENT NEED

NOTICE STIMULI THEY ANTICIPATE

NOTICE LARGE DEVIATIONS FROM NORMALITY

SELECTIVE DISTORTION

CONSUMERS ‘MOULD’ INFORMATION ACCORDING TO THEIR OWN PRECONCEPTIONS.

TEND TO DISTORT INFORMATION TO BE CONSISTENT WITH PRIOR BRAND AND PRODUCT

BELIEFS.

SELECTIVE RETENTION

WE TEND TO REMEMBER GOOD POINTS ABOUT A PRODUCT WE LIKE. NOT THE BAD ONES

LEARNING

Learning changes our behaviour based on our experience.We tend to generalize and discriminate based on learning.

CONSUMERS ARE NOT RATIONAL ALL

THE TIME

MARKETERS HAVE TO APPEAL TO EMOTIONS

MEMORY

“WAS NOT GOOD THE LAST TIME I USED IT, WON’T PURCHASE IT.

MARKETERS TRY AND CREATE A POSITIVE IMAGE OF THE BRAND SO THAT CONSUMERS REMEMBER THE PRODUCT IN THE MARKET.

‘TOP OF THE MIND RECALL’ BY STANDING OUT AND MAKING A PLACE IN THE MEMORY.