MAJOR PSYCHOLOGICAL

PROCESSES WHICH INFLUENCES

CONSUMER RESPONSES TO THE

MARKETING PROGRAM

Atul Anand

Sophomore Undergraduate

IIT (BHU), Varanasi

MOTIVATION

WE ALL HAVE

MANY NEEDS AT

ANY GIVEN TIME.

TYPES OF NEED

BIOGENIC (ARISE FROM PHYSIOLOGICAL STATES OF TENSION)

HUNGER, THIRST, DISCOMFORT.

PSYCHOGENIC (ARISE FROM PSYCHOLOGICAL STATES OF TENSION)

RECOGNITION, ESTEEM.

A NEED BECOMES MOTIVE

WHEN AROUSED TO A

SUFFICIENT LEVEL OF

INTENSITY TO DRIVE US TO

ACT.

FREUD’S THEORY

PSYCHOLOGICAL FORCES

SHAPING PEOPLE’S MIND ARE

LARGELY UNCONSCIOUS AND

PEOPLE CANNOT FULLY

UNDERSTAND HIS OR HER

MOTIVATIONS.

PEOPLE DON’T ONLY

EXAMINE THE STATED

CAPABILITIES BUT ALSO

THE LESS CONSCIOUS

CUES.

LADDERING IS USED BY

THE MARKETERS IN

TRACING A PERSON’S

MOTIVATION FROM THE

STATED INSTRUMENTAL

ONES TO THE MORE

TERMINAL ONES.

MASLOW’S THEORY

HUMAN NEEDS ARE

ARRANGED IN A

HIERARCHY FROM

MOST TO LEAST

PRESSING

MASLOW’S HIERARCHY OF NEEDS

Self-actualization needs

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

PEOPLE ALWAYS TRY TO

SATISFY THE MOST

IMPORTANT NEEDS FIRST

BEFORE EVEN THINKING

ABOUT THE LESS

IMPORTANT ONES.

HERZBERG’S THEORY

TWO-FACTOR THEORY

Only absence of dissatisfiers is

not enough to motivate; satisfiers

must be present.

SELLERS SHOULD DO BEST TO

AVOID DISSATISFIERS INITIALLY

AND THEN MOVE ON TO PUT

IN SATISFIERS TO MOTIVATE A

PURCHASE.

PERCEPTION

THE PROCESS BY WHICH

ONE SELECT, ORGANIZE,

INTERPRET INFORMATION

INPUTS TO CREATE A

MEANINGFUL PICTURE OF

THE WORLD.

SELECTIVE ATTENTION

FEW IDEAS GET ATTENDED

TO BY PEOPLE AS THEY

SCREEN OUT OTHERS ON

THE BASIS OF STIMULI AND

VOLUNTARY ACTIONS.

SELECTIVE DISTORTION

THE TENDENCY TO

INTERPRET INFORMATION

IN A WAY THAT FITS OUR

PRECONCEPTIONS.

CONSUMER THINK OF

CHANGE AS A

BAD FACTOR.

COORS CHANGED FROM

BANQUET BEER TO ORIGINAL

DRAFT, CONSUMERS CLAIMED

THAT TASTE HAS CHANGED IN

SPITE OF THE FORMULATION

WAS SAME.

SELECTIVE RETENTION

CONSUMERS RETAIN

INFORMATION THAT

SUPPORTS OUR

ATTITUDES AND BELIEFS.

IT WORKS TO THE

ADVANTAGE OF

STRONG BRANDS AS

WE ARE EXPOSED TO

IT REPETITIVELY AND

THE IDEA IS RETAINED.

LEARNING

THE INTERPLAY OF

DRIVES, STIMULI, CUES,

RESPONSES AND

REINFORCEMENT.

DRIVE IS A STRONG

INTERNAL STIMULUS

IMPELLING ACTION.

PEOPLE GENERALIZE

THEIR RESPONSE TO

SIMILAR STIMULI.

WE ALSO DISCRIMINATE

AFTER RECOGNIZING

DIFFERENCES.

THE HEDONIC BIAS

WE ATTRIBUTE SUCCESS

TO OURSELVES AND

FAILURE TO EXTERNAL

CAUSES.

CONSUMERS BLAME

PRODUCTS THAN

THEMSELVES.

MARKETERS ARE THEN

FORCED TO CAREFULLY

EXPLICATE PRODUCT

FUNCTIONS.

THIS ULTIMATELY LEADS

TO GETTING BETTER

SERVICE BY THE

SELLERS.

EMOTIONS

EMOTIONS ALSO JUDGE

THE STIMULI AND IS

SOMETIMES DOMINANT

THAN RATIONAL AND

COGNITIVE RESPONSES.

MARKETERS TRY TO

EMOTIONAL CONNECT

A BRAND NAME WITH

THE CONSUMERS.

THANK YOU