Analyzing the consumer market. What major psychological processes influence consumer responses to the marketing program?

2.  Motivation
 Perception
 Learning
 Memory

3. A motive is a need that is sufficiently
pressing to direct the person to seek
satisfaction
Motivation research refers to qualitative
research designed to probe consumers’
hidden, subconscious motivations

5. Perception is the process by which people
select, organize, and interpret
information to form a meaningful picture
of the world from three perceptual
processes
• Selective attention
• Selective distortion
• Selective retention

7. Selective attention is the tendency for
people to screen out most of the
information to which they are exposed.
 For example, when you are hungry you are more
likely to give attention to the smell of roast chicken
cooking rather than the sound of the phone
ringing. This is especially so if chicken is one of your
favourite foods!

8. Selective distortion is the tendency for
people to interpret information in a way
that will support what they already
believe.

9. Selective retention is the tendency to
remember good points made about a
brand they favor and to forget good
points about competing brands

10. Learning is the changes in an individual’s
behavior arising from experience and
occurs through interplay of:
• Drives strong internal stimulus impelling action.
• Stimuli response to change based on experiences or
learning.
• Cues minor stimuli that determine when ,where , how a
person responds.
• Responses people generalize their response to similar
stimuli.
• Reinforcement consequence that strengthens a stimuli.

13.  Simple –find core of any idea.
 Unexpected –grab people’s attention by
surprising them.
 Concrete –make sure any idea can be easily
grasped and remembered later.
 Credibility –gave an idea believability.
 Emotion –help people see importance of an
idea.
 Stories –empower people to use an idea through
narrative.

14.  We addressed the question :
What major physiological processes
influence consumer responses in
marketing program.
 Four main processes are:
• Motivation
• Perception
• Learning
• Memory

15. Created by, Divya Agarwal, Vasavi College of
Engineering, Hyderabad; during an
internship
under Mr. Sameer Mathur, IIM Lucknow.
www.IIMinternship.com