12 slide PowerPoint about psychological influences on consumer behavior.

1. PSYCHOLOGICAL
INFLUENCES ON
CONSUMER
BEHAVIOR

2. Psychological
Influences
Motivation
Perception
Learning
Beliefs & Attitudes
Lifestyle

3. MOTIVATION
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4. MASLOW’S
HIERARCHY
OF NEEDS

5. Physiological
Most basic
needs to
survive
Food Water Shelter

6. SAFETY
&
SOCIAL
Safety:
• Security
– Physical
– Financial
• Protection
Social:
• Love
• Intimacy
• Belonging
• Friendship
• being apart of a group

7. EsteemDignity Independence
Status Prestige
Respect from
others
Desire for
reputation

8. Self-
actualization
Our need to reach our full
potential.
Self fulfillment
Personal Growth

9. How do
marketers
use
Maslow’s
Hierarchy
of needs?
Perception- how
people select,
organize and
interpret
information to
create a meaning
picture of the world.
Selective
Comprehension-
interpreting data so
that it is consistent
with existing beliefs.
Selective
Attention- paying
attention to some
messages but
ignoring most
messages.
Selective
Retention-
consumers cannot
remember
everything their five
senses experience
with a brand.

10. Learning
• Experience with a product changes our behavior towards that product.
– Drive is internal motivation that is a call to action.
– Cue is something that clues you to act
– Response is action taken to satisfy the need.
– Reinforcement is satisfaction or dissatisfaction with the result.

11. Attitudes & Beliefs
Attitudes is a
consistent
response towards
something.
Beliefs are views
based on
knowledge or
opinion.

12. LIFESTYLE
How consumers spend their time and money.