Psychological processes that influence consumer responses to the marketing program

Decision process

Marketing and environment stimuli enter consumer’s consciousness

+set of psychological processes

+consumer’s characteristics

=Decision process+ Purchase decisions

Main factors

● Motivation● Perception● Learning ● Memory

1. Motivation

N Needs

Biogenic Psychogenic

Motive

A Motive is a need that is sufficiently pressing to direct the person to seek

satisfaction.

Freud’s theory

A person cannot fully understand his or her own motivations.

Maslow’s Theory

Human needs are arranged in a hierarchy from most to least pressing- physiological needs, safety needs, social needs etc.

Maslow’s Diagram

2. 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

Marketers must work hard to attract customer’s notice.

Some findings:

● People are more likely to notice stimuli that relate to a current need.

● People are more 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 stim uli.

Selective Distortion

Selective distortion is the tendency to interpret information in a way that fits our preconceptions.

Selective Retention

We’re likely to remember good points about the product we like and forgot good points about

the competing project.

Subliminal Perception

Subliminal messages are provided through ads or packaging.

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.

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Emotions

Sometimes consumers response is not all cognitive and rational, it may be emotional

and invoke different kinds of feelings.

Memory

Two types:

1. Short term memory 2. Long term memory

Memory Processes

Made to stick

Chip and dan heath identified six traits thatcharacterize all great ideas and used theacronym “SUCCES” to organize them.

1. Motivation2. Perception

a. Selective Attentionb. Selective Distortionc. Selective Retentiond. Subliminal Perception

3. Learning4. Memory5. Made to stick

Recap

Declaration

Created by

Akhila Polishetty, during an internship under

Prof. Sameer Mathur, IIM

Lucknow.

www.IIMinternship.com

Thank you