What major psychological processes

influence consumer responses to the

marketing system?

Key psychological processes-

MOTIVATION

PERCEPTION

LEARNING

EMOTION

MEMORY

MOTIVATION

Need becomes a motive when aroused to a

desired level

There are 3 theories of motivation-

Freud’s Theory- one cannot understand one’s

motivations fully

Maslow’s theory-human needs are arranged in a

hierarchal

form

Implication of theories

Freud’s Theory helps market decide at what level to develop

the message

and appeal.

Maslow’s Theory implies that people try to satisfy their

most important

need first and then , try for the next important thing.

Herzberg’s Theory implies absence of factors causing

dissatisfaction is

Perception

Process by which we select , organize and

interpret information inputs

to create a more meaningful picture of the

world.

Different perceptions arise due to-

Selective attention

Selective Distortion

Selective retention

Selective attention

Means marketers must work hard

to gain people’s attention,

as people screen out excessive information or

ads.

Marketers attempt their offers intrusively

to bypass selective attention filter

Selective Distortion & Attention

Distortion is the tendency to interpret information to fit our preconceptions ,

and retention of selective information is done to support our beliefs

beliefs

Brand & product beliefs change

actual product perceptions,

and may work to the brand’s advantage.

Marketers need repetition to prevent distortion

Learning

Learning theory implies you generalise your response to certain

stimuli.

Marketers build demand by associating product with

strong drives, and provide positive reinforcement.

Companies also use ‘discrimination’ to stand out

Emotions

An ad or product can get you excited, amused , disgusted or

amazed.

eg. Surf Excel’s “dag ache hain!!” campaign , television soaps or

films

Memory

Consumer brand knowledge is like a node

in the memory , with linked associations

Strength and organisation of these associations defines recall

capacity

Companies like to create a mental map of their brand,

in the consumer’s mind, highlighting its brand beliefs

Memory processes & Retrieval

The more attention we play to the meaning of information, the

stronger the resulting associations in memory

Presence of other product information can produce interference

during recall . This is a challenge for marketers.

Retrieval cues are important – packaging , displays etc.

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