Psychological FactorsWhat major psychological processes influence consumer responses to the

marketing program

4 Major Processes

Motivation Perception Learning Memory

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

Maslow’s Theory

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.

Memory

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

Thank you.