What major psychological processes influence consumer responses to the marketing program

Motivation

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

Freud’s Theory

Psychological factors shaping people behavior are largely unconscious.

Marketers need to position their brand in these appeals

Maslow’s Theory

People will try to satisfy their most important needs

first and next most important

Self-actualisation

Self-esteem

Love and Belonging

Safety

Psychological

Herzberg’s Theory

Absence of dissatisfiers +

Presence of satisfiers =

Motivation for purchase Dissatisfiers

Satisfiers

PERCEPTION

Process by which we select, organize and interpret information inputs to create a meaningful picture of the world

Perceptual process

Selective Selective Selective

Attention Distortion Retention

Changes in behavior arising due to experiences

Marketers can build demand for a product by associating it with strong drives, using motivation cues and providing positive reinforcement

MEMORY

A set of nodes and links. Nodes store information connected by links of various

strength What is

related ?

What is similar?

What is missing?

What will happen?