Major psychological processes which influences consumer responses to the marketing program
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This document discusses major psychological processes that influence consumer responses to marketing. It covers theories of motivation, including needs, drives, and Maslow's hierarchy of needs. It also discusses perception and how consumers selectively attend to, distort, and retain information. Learning processes like conditioning and generalization are examined. The role of emotions in judgment and brand connection is also covered. Key theorists discussed include Freud, Herzberg, and Maslow.
Major psychological processes which influences consumer responses to the marketing program
- 1. MAJOR PSYCHOLOGICAL PROCESSES WHICH INFLUENCES CONSUMER RESPONSES TO THE MARKETING PROGRAM Atul Anand Sophomore Undergraduate IIT (BHU), Varanasi
- 3. MOTIVATION
- 4. WE ALL HAVE MANY NEEDS AT ANY GIVEN TIME.
- 6. BIOGENIC (ARISE FROM PHYSIOLOGICAL STATES OF TENSION) HUNGER, THIRST, DISCOMFORT.
- 7. PSYCHOGENIC (ARISE FROM PSYCHOLOGICAL STATES OF TENSION) RECOGNITION, ESTEEM.
- 8. A NEED BECOMES MOTIVE WHEN AROUSED TO A SUFFICIENT LEVEL OF INTENSITY TO DRIVE US TO ACT.
- 10. PSYCHOLOGICAL FORCES SHAPING PEOPLES MIND ARE LARGELY UNCONSCIOUS AND PEOPLE CANNOT FULLY UNDERSTAND HIS OR HER MOTIVATIONS.
- 11. PEOPLE DONT ONLY EXAMINE THE STATED CAPABILITIES BUT ALSO THE LESS CONSCIOUS CUES.
- 12. LADDERING IS USED BY THE MARKETERS IN TRACING A PERSONS MOTIVATION FROM THE STATED INSTRUMENTAL ONES TO THE MORE TERMINAL ONES.
- 13. MASLOWS THEORY
- 14. HUMAN NEEDS ARE ARRANGED IN A HIERARCHY FROM MOST TO LEAST PRESSING
- 15. MASLOWS HIERARCHY OF NEEDS Self-actualization needs Esteem Needs Social Needs Safety Needs Physiological Needs
- 16. PEOPLE ALWAYS TRY TO SATISFY THE MOST IMPORTANT NEEDS FIRST BEFORE EVEN THINKING ABOUT THE LESS IMPORTANT ONES.
- 17. HERZBERGS THEORY
- 18. TWO-FACTOR THEORY Only absence of dissatisfiers is not enough to motivate; satisfiers must be present.
- 19. SELLERS SHOULD DO BEST TO AVOID DISSATISFIERS INITIALLY AND THEN MOVE ON TO PUT IN SATISFIERS TO MOTIVATE A PURCHASE.
- 21. PERCEPTION
- 22. THE PROCESS BY WHICH ONE SELECT, ORGANIZE, INTERPRET INFORMATION INPUTS TO CREATE A MEANINGFUL PICTURE OF THE WORLD.
- 24. FEW IDEAS GET ATTENDED TO BY PEOPLE AS THEY SCREEN OUT OTHERS ON THE BASIS OF STIMULI AND VOLUNTARY ACTIONS.
- 26. THE TENDENCY TO INTERPRET INFORMATION IN A WAY THAT FITS OUR PRECONCEPTIONS.
- 27. CONSUMER THINK OF CHANGE AS A BAD FACTOR.
- 28. COORS CHANGED FROM BANQUET BEER TO ORIGINAL DRAFT, CONSUMERS CLAIMED THAT TASTE HAS CHANGED IN SPITE OF THE FORMULATION WAS SAME.
- 30. CONSUMERS RETAIN INFORMATION THAT SUPPORTS OUR ATTITUDES AND BELIEFS.
- 31. IT WORKS TO THE ADVANTAGE OF STRONG BRANDS AS WE ARE EXPOSED TO IT REPETITIVELY AND THE IDEA IS RETAINED.
- 33. LEARNING
- 34. THE INTERPLAY OF DRIVES, STIMULI, CUES, RESPONSES AND REINFORCEMENT.
- 35. DRIVE IS A STRONG INTERNAL STIMULUS IMPELLING ACTION.
- 36. PEOPLE GENERALIZE THEIR RESPONSE TO SIMILAR STIMULI.
- 37. WE ALSO DISCRIMINATE AFTER RECOGNIZING DIFFERENCES.
- 38. THE HEDONIC BIAS
- 39. WE ATTRIBUTE SUCCESS TO OURSELVES AND FAILURE TO EXTERNAL CAUSES.
- 41. MARKETERS ARE THEN FORCED TO CAREFULLY EXPLICATE PRODUCT FUNCTIONS.
- 42. THIS ULTIMATELY LEADS TO GETTING BETTER SERVICE BY THE SELLERS.
- 44. EMOTIONS
- 45. EMOTIONS ALSO JUDGE THE STIMULI AND IS SOMETIMES DOMINANT THAN RATIONAL AND COGNITIVE RESPONSES.
- 46. MARKETERS TRY TO EMOTIONAL CONNECT A BRAND NAME WITH THE CONSUMERS.
- 47. THANK YOU