What major Psychological processes influence consumer responses to the marketing program ?

1. Motivation

NEEDSBiogenic

Arise from physiological state of

tension

PsychogenicArise from

psychological state of tension

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

Psychological factors shaping people’s

behaviour are largely

unconscious. Marketers need to

position their brand in

these appeals.

People will try to satisfy their most important needs

first and then next important

Absence of dissatisfiers+

Presence of satisfiers=

Motivation for purchase

Herzberg’sTheory

To creat2. PerceptionProcess by which we select, organize and interpret information inputs to create a meaningful picture of the world

3 perceptual processes..

Selective Attention

• People are more likely to notice stimuli related to current needs

• People are more likely to notice stimuli whose deviation are large in

relationship to the normal size stimuli

• People are more likely to notice stimuli they anticipate

Selective Distortion•Tendency to interpret information in a

way that fits our preconceptions

• Consumer will distort information to be consistent with prior brand and product beliefs and expectations

Selective Retention

Consumer retains information that support his attitudes or beliefs

3. Learning

• Changes in behaviour arising due to experiences

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

positive reinforcement

4. Memory

Short term memory

Long term memory

Associative network memory model

Memory a set of nodes and links. Nodes store information connected

by links of various strength

BRANDBrand knowledge is a node in the

memoryBrand associations consists of all brand related thoughts, feelings,

perception images etc. that become link to the node

Aayush NayakUIT-RGPV, Bhopal, during

an internship by

Created By-

Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com