Psychological factors

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

1. Psychological Factors What major psychological processes influence consumer responses to the marketing program

2. 4 Major Processes Motivation Perception Learning Memory

3. M otivation A motive is a need that is sufficiently pressing to direct the person to seek satisfaction Motivation research refers to qualitative research designed to probe consumers’ hidden, subconscious motivations

4. Maslow’s Theory

5. Perception Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes Selective attention Selective distortion Selective retention

6. Selective Attention Selective attention is the tendency for people to screen out most of the information to which they are exposed. For example, when you are hungry you are more likely to give attention to the smell of roast chicken cooking rather than the sound of the phone ringing. This is especially so if chicken is one of your favourite foods!

7. Selective Distortion Selective distortion is the tendency for people to interpret information in a way that will support what they already believe.

8. Selective Retention Selective retention is the tendency to remember good points made about a brand they favor and to forget good points about competing brands

9. Learning Learning is the changes in an individual’s behavior arising from experience and occurs through interplay of: Drives strong internal stimulus impelling action. Stimuli response to change based on experiences or learning. Cues minor stimuli that determine when ,where , how a person responds. Responses people generalize their response to similar stimuli. Reinforcement consequence that strengthens a stimuli.

10. Memory

11. Made to Stick S imple – find core of any idea. U nexpected – grab people’s attention by surprising them. C oncrete – make sure any idea can be easily grasped and remembered later. C redibility – gave an idea believability. E motion –help people see importance of an idea. S tories – empower people to use an idea through narrative.

12. Recap We addressed the question : What major physiological processes influence consumer responses in marketing program. Four main processes are: Motivation Perception Learning Memory

13. Disclaimer Created by , Divya Agarwal , Vasavi College of Engineering, Hyderabad ; during an internship under Mr. Sameer Mathur , IIM Lucknow . www.IIMinternship.com

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