This presentation is made during an internship under Prof. Sameer Mathur, IIML.

2. 1. MOTIVATION
KEY PSHYCHOLOGICAL PROCESSES
2. PERCEPTION
4. EMOTIONS
3. LEARNING
5. MEMORY

3. MOTIVATION
We have different needs
and needs become
motivation when it is
aroused to a sufficient
level of intensity to drive
us to act.
1.

4. Discomfort on the poor quality mattress motivates us to buy a branded one.

5. FREUD’S
THEORY
• Subconscious
motivations guides a
person’s behaviour
MASLOW’S
THEORY
• People behaves
according to the
most important need
HERZBERG’S
THEORY
• People is motivated
in the absence of
dissatisfiers and
presence of satisfiers.
Theories
of
Motivati
on

6. According to
FREUD’S
THEORY –
Motivation
towards drinking
whiskey in need
of social
relaxation, fun,
status

7. According to
MASLOW’S
THEORY–
Human needs
are arranged in
a form of
hierarchy from
most to least
important

8. A striving or hungry person will only take
interest in food and nothing else.

9. Herzbery Theory
A consumer won’t
purchase the product
when it is of
good quality
(satisfier)
and with
bad service
policy(dissatisfier)

10. PERCEPTION
It by a process how we select ,organise
and interpret information inputs to
create a meaningful picture
2.

11. One may see the simple interior of the store as old and boring while other
may find it classy.

12. SELECTIVE ATTENTION
Attention to few products, advertisements
or brands according to our needs and how
much we find them attractive

13. SELECTIVE DISTORTION
We tend to interpret information to be consistent with prior brand & products beliefs.
We may find the same product good or bad just because of the presence or
absence of a brand’s name.
NIKE NO BRAND

14. SELECTIVE RETENTION
We remember only some good or bad points of the products which may tend us to
see it the same way in the future also
The phone had the worst
battery backup last time I
used it

15. SUBLIMINAL PERCEPTION
Inserting some messages in the ads which consumer is unaware of but it does affects
its behaviour.
The Amazon logo features a smiley face that connects
the letters A and Z in Amazon as if to suggest that
consumers can find anything from A to Z and always be
happy doing business with Amazon.

16. LEARNING
It induces
changes in our
behaviour arising
from experience.
3.

17. On purchasing an L.G. refrigerator, if
we find our response positive, next
time we would also purchase more
products like microwave from the
same brand

18. EMOTIONS
A brand, product,
ad, may make feel a
consumer
proud,excited,
disgust, confident.
4.

19. I feel alive and
happy every
time I see the
ad.

20. MEMORY
We store
information in our
memory in the form
of verbal,visuals,
abstract and
connect it with one
another roughly.
5.

21. This mental map
of
APPLE
highlights brand
beliefs for a
customer.

22. 1. MOTIVATION
 Freud’s theory
 Maslow theory
 Herzberg theory
2. PERCEPTION
 Selective attention
 Selective Distortion
 Selective retention
 Subliminal perception
4. EMOTIONS3. LEARNING 5. MEMORY

25. DISCLAIMER:
Deepalijain
HBTI,KANPUR
during an internship by
Prof. Sameer Mathur,
IIM Lucknow
www.iiminternship.com