What major psychological

processes influence consumer

responses to the marketing

program

Motivation

Learning

Memory

Motivation

Needs

Biogenic Arise from

physiological

state of tension

Psychogenic Arise from

psychological

state of tension

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’s behaviour

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 then next

most important

Herzberg’s

Theory

Absence of dissatisfiers

+

presence of satisfiers

=

motivation for

purchase

Dissatisfiers

Satisfiers

Perception

Process by which we select, organise, and interpret

information inputs to create a meaningful picture of

the world

Perceptual processes

Selective

attention

Selective

Retention Selective

Distortion

People are more likely to

notice stimuli related to

current needs

People are more likely to

notice stimuli they

anticipate

People are more likely to

notice stimuli whose

deviation are large in

relationship to the normal

size stimuli

Selective

Attention

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

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

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

Brand knowledge is a

node in the memory

Brand associations consist of

all brand related thoughts,

feelings, perception images,

e.t.c hat become link to the

nodes

Srishti Chaturvedi

Indian Institute of Technology

Kanpur

B.Tech Student