WHAT MAJOR

PSYCHOLOGICAL

PROCESSES INFLUENCE

CONSUMER RESPONSES

TO THE MARKETING

PROGRAM?

KEY PSYCHOLOGICAL PROCESSES

MOTIVATION PERCEPTION LEARNING MEMORY

FREUD’S THEORY:

PSYCHOLOGICAL FORCES

BEHIND MOTIVATION ARE

LARGELY SUB-CONSCIOUS

MASLOW’S THEORY:HUMAN NEEDS ARE ARRANGED IN AN HIERACHY FROM MOST TO LEAST PRESSING

Self

Actualization

needs

Esteem

needs

Social

needs

Safety

needs

Psychological

needs

HERZBERG’S THEORY:RECOGNIZES TWO FACTORS DURING

ANY PURCHASE:

SATISFIERS:THESE CAUSE SATISFACTION DURING A PURCHASE

DISSATISFIERS:THESE CAUSE DISSATISFACTION DURING ANY

PURCHASE

THE PRESENCE OF SATISFIERS AND ABSENCE OF DISSATIFIERS ARE

INDIVIDUALLY NECESSARY BUT NOT SUFFICIENT CONDITIONS TO

MOTIVATE A PURCHASE

3 PERCEPTUAL PROCESSES ARE RESPONSIBLE FOR DIFFERENT PERCEPTIONS OF THE SAME OBJECT:

SELECTIVE ATTENTION

SELECTIVE DISTORTION

SELECTIVE RETENTION

SELECTIVE ATTENTION

DUE TO EXPOSURE TO A VAST NUMBER OF ADS EVERYDAY,ONLY A FEW ADS ATTRACT THE CUSTOMER’S

NOTICE.THE STIMULI THAT ATTRACT NOTICE ARE:

SELECTIVE DISTORTION

THIS IS THE CONSUMER’S TENDENCY TO

INTERPRET INFORMATION IN A WAY THAT

FITS THEIR PRECONCEPTIONS

SELECTIVE

RETENTION

PEOPLE DON’T REMEMBER THE MAJORITY OF THE INFORMATION THEY’RE EXPOSED TO BUT TEND TO RETAIN INFORMATION THAT SUPPORT THEIR ATTITUDES AND BELIEFS

LEARNING INDUCES CHANGE IN OUR

BEHAVIOUR ARISING FROM EXPERIENCE.IT IS

PRODUCED THROUGH THE INTERPLAY OF STRONG

INTERNAL STIMULI CALLED DRIVE,MINOR RESPONSE

DETERMINING STIMULI CALLED CUES AND

REINFORCEMENT.

THIS LEADS TO OUR ABILITY TO DISCRIMINATE WHICH

MEANS WE CAN DISTINGUISH BETWEEN SETS OF

SIMILAR STIMULI AND CAN ADJUST OUR RESPONSES

ACCORDINGLY

MEMORY IS

THE

CUSTOMER’S

ABILITY TO

RECALL A

PARTICULAR

BRAND

CONSUMER RESPONSE TO A BRAND OR A PRODUCT

IS NOT ALL COGNITIVE AND RATIONAL,BUT IS ALSO

OF A FUNCTION OF EMOTIONS.OFTEN

INVOKING STRONG EMOTIONS IN THE CONSUMER

IS A VERY EFFECTIVE MARKETING

TECHNIQUE,ESPECIALLY IN SOUTH EAST ASIA