These are slides from Philip kotler's book Marketing Management.

2. Psychological processes are:
•Motivation
•Perception
•Learning
•Memory
Model of Consumer Behavior

3. A need becomes a motive when aroused to a
sufficient level of intensity to drive us in to act.

4. Freud’s model of human mind
Behavior is guided
majorly by
subconscious
motivations

5. Maslow’s hierarchy of needs
Behavior is driven by
lowest unmet need.

6. Herzberg’s two factor theory
Behavior is guided by
motivation and
hygiene factors.

7. SRK’S MOVIE
It will be definitely
good.

8. Selective Attention
•People are more likely to notice stimuli
that relate to a current need.
•People are more likely to notice stimuli
they anticipate.
•People are more likely to notice stimuli
whose deviations are large in relationship
to the normal size of the stimuli.

9. People in United States claimed that taste are
different even though the formulation is same
Selective Distortion

10. Selective Retention
•People fail to register much information to
which they are exposed in memory, but tend
to retain information that supports their
attitudes and beliefs.
•We are likely to remember the good points
about the product we like and forget good points
about the product we do not like.

11. LEARNING
Change in behavior
arising due to
experiences.

13. Two types of memory:
Short term memory- A temporary and
limited repository of information.
Long term memory- A more permanent
essentially unlimited repository of
information
People recall their past experiences
with products before buying it next time.

14. Memory retrieval is the way information gets out of memory.
Three facts are important about memory retrieval:
1. The presence of other product information in memory can produce
interference effects and cause us to either overlook or confuse new
data.
2. The time between exposure to information and encoding has been
shown generally to produce only gradual decay.
3. Information may be available in memory but not be accessible for
recall without the proper retrieval cues or reminders.

15. Four main psychological processes
that affect consumer behavior are:
• Motivation
• Perception
• Learning
• Memory

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

18. Disclaimer :
Paras Arora
H.B.T.I. Kanpur
during an internship
by Prof. Sameer
Mathur, IIM
Lucknow
www.iiminternship.
com