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

There are 4 key psychological processes that influence customer responses

MotivationPerceptionLearningMemory

#1

Need Motive

Consumer purchase decision is driven by a motive

FREUD’S THEORY

Psychological forces shaping people’s behaviour are largely unconscious.

People respond to unconscious cues such as size, shape, colour and brand name

5 Self-

realisation

4 Esteem

3Social

2Safety

1Physiological

People try to satisfy their most important needs first and the less important ones next

MALSOW’S THEORY

Presence of “satisfiers” and absence of “dissatisfiers” motivates a purchase

For eg, an item past its expiry date would be a dissatisfier.Taste would be a satisfier

HERZBERG’S THEORY

Process by which we select, organize and process information inputs, depending on stimuli

#2

Perceptual processes

Selective Attention

Selective Distortion

Selective Retention

Subliminal Perception

• People are more likely to notice stimuli that relate to their needs

• People are more likely to notice stimuli that they anticipate

• People are more likely to notice stimuli whose deviations are large in relationship to the normal size of the stimuli

SELECTIVE ATTENTION

SELECTIVE DISTORTION

Interpreting information to suit our preconceptions

Case of the “Fox and Sour Grapes”

SELECTIVE DISTORTION

Tendency to forget negatives of the brand we like and neglect positives of a competing product

SELECTIVE RETENTION

Inserting subtle signals into ads or packaging so as to influence the subconscious of consumers

VAIO Laptop sported by the character in “Bodyguard”, the 2011 Hindi Movie

SELECTIVE RETENTION

#3

Tendency to generalise response to brands based on previous experiences

Marketers can build demand for a brand through reinforcement

#4

Brand association consists of all brand related thoughts, feelings, perceptions,images and experiences that we can recall

BRAND

Safe

Reputable

Reliable

Responsive

Convenient

Good Quality

Affordable

Appealing

Marketers must create strong associations to key attributes

These slides were created by Anju Joseph, MEC Kochi during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow.

(See www.IIMInternship.com)