What major psychological processes influence consumer responses to the

marketing program ?

1. MOTIVATION

KEY PSHYCHOLOGICAL PROCESSES

2. PERCEPTION

4. EMOTIONS

3. LEARNING

5. MEMORY

MOTIVATIONWe have different needs

and needs become motivation when it is aroused to a sufficient

level of intensity to drive us to act.

1.

Discomfort on the poor quality mattress motivates us to buy a branded one.

FREUD’S THEORY

• Subconscious motivations guides a person’s behaviour

MASLOW’S THEORY

• People behaves according to the

most important need

HERZBERG’S THEORY

• People is motivated in the absence of dissatisfiers and

presence of satisfiers.

Theories of

Motivation

According to FREUD’S THEORY –Motivation

towards drinking whiskey in need

of social relaxation, fun,

status

According to MASLOW’S THEORY–

Human needs are arranged in

a form of hierarchy from most to least

important

A striving or hungry person will only take interest in food and nothing else.

Herzbery Theory

A consumer won’t purchase the product

when it is of good quality (satisfier)

and with bad service

policy(dissatisfier)

PERCEPTIONIt by a process how we select ,organise

and interpret information inputs to create a meaningful picture

2.

One may see the simple interior of the store as old and boring while other may find it classy.

SELECTIVE ATTENTIONAttention to few products, advertisements or brands according to our needs and how

much we find them attractive

SELECTIVE DISTORTIONWe tend to interpret information to be consistent with prior brand & products beliefs.

We may find the same product good or bad just because of the presence or absence of a brand’s name.

NIKE NO BRAND

SELECTIVE RETENTIONWe remember only some good or bad points of the products which may tend us to

see it the same way in the future also

The phone had the worst battery backup last time I

used it

SUBLIMINAL PERCEPTIONInserting some messages in the ads which consumer is unaware of but it does affects

its behaviour.

The Amazon logo features a smiley face that connects the letters A and Z in Amazon as if to suggest that

consumers can find anything from A to Z and always be happy doing business with Amazon.

LEARNINGIt induces

changes in our behaviour arising from experience.

3.

On purchasing an L.G. refrigerator, if we find our response positive, next time we would also purchase more products like microwave from the

same brand

EMOTIONSA brand, product,

ad, may make feel a consumer

proud,excited, disgust, confident.

4.

I feel alive and happy every

time I see the ad.

MEMORYWe store

information in our memory in the form

of verbal,visuals, abstract and

connect it with one another roughly.

5.

This mental map of

APPLE highlights brand

beliefs for a customer.

1. MOTIVATION Freud’s theory Maslow theory Herzberg theory

2. PERCEPTION Selective attention Selective Distortion Selective retention

Subliminal perception

4. EMOTIONS3. LEARNING 5. MEMORY

SUMMARYKey Psychological Processes are:

KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition , Upper Saddle River, NJ, Prentice Hall(With due thanks

to the owners of Photograph

CREDITS:

DISCLAIMER:Deepali jainHBTI, KANPUR

during an internship by Prof. Sameer Mathur,

IIM Lucknowwww.iiminternship.com