CONSUMER PSYCHOLOGY

FOUR PSYCHOLOGICAL PROCESSES

MOTIVATION

FREUD’S THEORY

Psychological processes are largely unconscious.

Relaxation Status

Fun

Are the three appeals of a whisky brand

Example of Freud’s Theory

MASLOW’S THEORY

People satisfy most important needs first .Then try to satisfy the next important .

Maslow’s Hierarchy of Needs

HERZBERG’S THEORY

The absence of dissatisfier is not enough.Satisfier should also exist.

MOTIVATION FOR PURCHASE

Dissatisfier+

Satisfier

PERCEPTION

Relate to current need

Relate to stimuli of anticipation

Deviations are large

Selective attention

Selective distortion

Tendency to interpret information in different way

Selective retention

Information that supports the attitude and beliefs is retained

Subliminal perceptions

Consumers are not consciously aware of them , yet they affect behavior

LEARNING

Shift From Old to new PC due to better performance.

MEMORY

Key Psychological Processes influencing customer behaviour are :

Motivation ( Freud’s Theory , Maslow’s Theory and Herzberg’s Theory )

Perception ( Selective attention , Selective distortion , Selective retention and Subliminal perception )

Learning Memory

SUMMARY

Nihar Shambharkar

Created by --

National Institute of Technology , Trichy

During an Internship by --

Prof. Sameer Mathur

Indian Institute of Management ,Lucknow

(www.IIMintenship.com)