KEY PSYCHOLOGICAL PROCESSES

Psychological processes are:•Motivation•Perception•Learning•Memory

Model of Consumer Behavior

Motivation A need becomes a motive when aroused to a sufficient level of intensity to drive us in to act.

Freud’s model of human mind

Behavior is guided majorly by

subconscious motivations

Maslow’s hierarchy of needs

Behavior is driven by lowest unmet need.

Herzberg’s two factor theory

Behavior is guided by motivation and hygiene factors.

PERCEPTION

SRK’S MOVIE It will be definitely good.

Selective Attention

•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 relationshipto the normal size of the stimuli.

People in United States claimed that taste are different even though the formulation is same

Selective Distortion

Selective Retention

•People fail to register much information to which they are exposed in memory, but tend to retain information that supports theirattitudes and beliefs.

•We are likely to remember the good pointsabout the product we like and forget good pointsabout the product we do not like.

LEARNING

Change in behavior arising due to experiences.

EMOTIONS

MEMORYTwo types of memory:

Short term memory- A temporary andlimited repository of information.

Long term memory- A more permanentessentially unlimited repository of information

People recall their past experiences with products before buying it next time.

Memory retrieval is the way information gets out of memory. Three facts are important about memory retrieval:

1. The presence of other product information in memory can produce interference effects and cause us to either overlook or confuse new

data.

2. The time between exposure to information and encoding has been shown generally to produce only gradual decay.

3. Information may be available in memory but not be accessible for recall without the proper retrieval cues or reminders.

Recap:Four main psychological processes that affect consumer behavior are:

• Motivation

• Perception

• Learning • Memory

KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)

Credit

Disclaimer :Paras Arora

H.B.T.I. Kanpurduring an

internship by Prof. Sameer Mathur, IIM

Lucknowwww.iiminternsh

ip.com