7/26/2019 Microeconomics: Psychological Factors

1/11

Psychological

FactorsAfecting Consumer Behavior

7/26/2019 Microeconomics: Psychological Factors

2/11

Psychological Facto

MotivationPerception

Learning

Belies and Attitudes

7/26/2019 Microeconomics: Psychological Factors

3/11

1. Motivation

Motiveis a need that is suciently preto direct the person to seek satisactio

2 heoriesBy !igmund "reud

By A#raham Maslo$

7/26/2019 Microeconomics: Psychological Factors

4/11

!igmund "reudAssumed that people are largelyunconscious a#out the realpsychological orces shaping their#ehavior.

!uggests that a person%s #uyingdecisions are afected #ysu#conscious motivesthat even the#uyer may not ully understand.

7/26/2019 Microeconomics: Psychological Factors

5/11

Abraham Maslow

!ought to e&plain $hypeople are driven #yparticular needs atparticular times.

According to Maslo$'human needs arearranged in a hierarchy.

7/26/2019 Microeconomics: Psychological Factors

6/11

2. Perception

Perceptionis the process #y$hich people select'organi(e' and interpretinormation to orm a

meaningul picture o the$orld.

7/26/2019 Microeconomics: Psychological Factors

7/11

3 Perceptual Process

!elective Attention) the tendency orpeople to screen out most o theinormation to $hich they are e&posed.

!elective *istortion) the tendency opeople to interpret inormation in a $aythat $ill support $hat they already

#elieve.!elective +etention) consumers are likelyto remem#er good points made a#out a#rand they avor and to orget good pointsmade a#out competing products.

7/26/2019 Microeconomics: Psychological Factors

8/11

3. Learning

Learningdescri#eschanges in anindividual%s #ehavior

arising rome&perience.

7/26/2019 Microeconomics: Psychological Factors

9/11

4. Belies an! Attitu!

Belieis a descriptive thought that aperson has a#out something.

Marketers are interested in the

#elies that people ormulate a#outspeci,c product #ecause these#elies make up product and #randimages that afect #uying #ehavior.

7/26/2019 Microeconomics: Psychological Factors

10/11

4. Belies an! Attitu!

Attitudedescri#es a person%srelatively consistent evaluations'eelings and tendencies to$ard ano#-ect or idea.

Attitudes put people into a rame omind o liking or disliking things' omoving to$ard or a$ay rom them.

7/26/2019 Microeconomics: Psychological Factors

11/11

nd