Internship

1. CONSUMER PSYCHOLOGY

2. HOW DOES PSYCHOLOG
AFFECT RESPONSE TO A
MARKETING PROGRAM?

4. NEED BECOMES
MOTIVATION WHEN IT IS
AROUSED TO A
SUFFICIENT LEVEL OF
INTENSITY

5. FREUD’S THEORY

6. MASLOW’S THEORY

8. TWO FACTOR THEORY
SATIFIERS DISSATISFI
ER
FACTORS THAT CAUSE SATISFACTION.
FOR EXAMPLE, A COMPLIMETARY ON
BOARD GPS IN A CAR.
FACTORS THAT CAUSE DISSATISFACTION.
FOR EXAMPLE, LACK OF FIRST FREE
SERVICE IN A CAR.

9. SATISFIERS MUST BE PRESENT IN THE
PRODUCT.
ABSENCE OF DISSATISFIERS NOT
ENOUGH.

11. PROCESS BY WHICH WE
SELECT,ORGANIZE AND INTERPRET
INFORMATION TO CREATE SOMETHING
MEANINGFUL

13. SELECTIVE ATTENTION

14. WHAT DO PEOPLE NOTICE?

15. NOTICE STIMULI RELATED TO CURRENT NEED

16. NOTICE STIMULI THEY ANTICIPATE

17. NOTICE LARGE DEVIATIONS FROM NORMALITY

18. SELECTIVE
DISTORTION
CONSUMERS ‘MOULD’ INFORMATION ACCORDING TO
THEIR OWN PRECONCEPTIONS.
TEND TO DISTORT INFORMATION TO BE CONSISTENT
WITH PRIOR BRAND AND PRODUCT BELIEFS.

19. SELECTIVE RETENTION
WE TEND TO REMEMBER GOOD POINTS ABOUT A PRODUCT WE LIKE.
NOT THE BAD ONES

20. LEARNING
Learning changes our behaviour based on our experience.
We tend to generalize and discriminate based on learning.

21. CONSUMERS ARE NOT
RATIONAL ALL THE TIME
MARKETERS HAVE TO APPEAL TO EMOTIONS

22. MEMORY
“WAS NOT GOOD THE LAST TIME I USED IT, WON’T PURCHASE IT.
MARKETERS TRY AND CREATE A
POSITIVE IMAGE OF THE BRAND SO
THAT CONSUMERS REMEMBER THE
PRODUCT IN THE MARKET.
‘TOP OF THE MIND RECALL’ BY
STANDING OUT AND MAKING A PLACE
IN THE MEMORY.