Motivation, perception, learning, and memory are the four main psychological processes that affect consumer behavior. Motivation can come from taste preferences, status seeking, or a desire for relaxation. Perception is selective and can be influenced by selective attention, distortion, retention, and subliminal cues. Learning occurs through experience and can change consumer behavior. Memory of past experiences also shapes responses.

1. psychological processes and
consumer responses

3. Motivation
Taste is motivation to buy pizza

5. Freud’s Theory
Fun,Staus or Relaxation
motivates towards whiskey

6. Maslow’s Hierarchy of Needs

7. No warranty(dissatisfier) but ease
of use(satisfier)
Herzberg’s tow factor theory

8.  Make your 1st or 2nd slide an outline of your
presentation
– Ex: previous slide
 Follow the order of your outline for the rest of
the presentation
 Only place main points on the outline slide
– Ex: Use the titles of each slide as main points
It is the best
Perception

10. I want grapes not mango
Selective attention

11. Selective distortion
To say 2 is bad and if both are same
1 2

12. Selective Retention
To say-dell is better than apple No matter what

13. An illiterate Indian who love Indian team
if still says India has won
SUBLIMINAL PERCEPTION

14. Too much mistake, Buy another newspaper
Change in behavior from Experience
Learning

15. Emotion
It feels bad-Let’s install chrome

16. Last time I used it.It
was not good
Memory

18. Summary
Four main psychological processes that
affect consumer behavior are motivation,
perception, learning, and memory

19. Credit
KOTLER, P. & KELLER, K. 2011. Marketing
Management 14th Edition,Upper Saddle River,
NJ, Prentice Hall(With due thanks to the owners
of Photographs)