Based on the "Marketing Management" by Philip Kotler

3. MOTIVATION

4. FREUD’S
THEORY
Psychological
processes
are largely
unconscious.

5. Relaxation
Status
Fun
Are the three appeals of a
whisky brand
Example of Freud’s Theory

6. MASLOW’S
THEORY
People satisfy
most important
needs first .
Then try to
satisfy the next
important .
Maslow’s Hierarchy of Needs

7. HERZBERG’S
THEORY
The absence of
dissatisfier is
not enough.
Satisfier should
also exist.
MOTIVATION FOR
PURCHASE
Dissatisfier
+
Satisfier

8. PERCEPTION

9.  Relate to current
need
 Relate to stimuli of
anticipation
 Deviations are large
Selective attention

10. Selective distortion
Tendency to interpret
information in different
way

11. Selective retention
Information that
supports the attitude
and beliefs is retained

12. Subliminal perceptions
Consumers are not
consciously aware of
them , yet they
affect behavior

13. LEARNING

14. Shift From Old to
new PC due to
better
performance.

15. MEMORY

17. Key Psychological Processes influencing customer
behaviour are :
 Motivation ( Freud’s Theory , Maslow’s Theory
and Herzberg’s Theory )
 Perception ( Selective attention , Selective
distortion , Selective retention and Subliminal
perception )
 Learning
 Memory

18. Nihar Shambharkar
Created by --
National Institute of Technology ,
Trichy
During an
Internship by --
Prof. Sameer Mathur
Indian Institute of Management ,
Lucknow
(www.IIMintenship.com)