Various mental processes during consideration of a particular brand

1. MAJOR PSYCHOLOGICAL
PROCESSES WHICH INFLUENCES
CONSUMER RESPONSES TO THE
MARKETING PROGRAM
Atul Anand
Sophomore Undergraduate
IIT (BHU), Varanasi

3. MOTIVATION

4. WE ALL HAVE
MANY NEEDS AT
ANY GIVEN TIME.

5. TYPES OF NEED

6. BIOGENIC
(ARISE FROM PHYSIOLOGICAL STATES OF TENSION)
HUNGER, THIRST, DISCOMFORT.

7. PSYCHOGENIC
(ARISE FROM PSYCHOLOGICAL STATES OF TENSION)
RECOGNITION, ESTEEM.

8. A NEED BECOMES MOTIVE
WHEN AROUSED TO A
SUFFICIENT LEVEL OF
INTENSITY TO DRIVE US TO
ACT.

9. FREUD’S THEORY

10. PSYCHOLOGICAL FORCES
SHAPING PEOPLE’S MIND ARE
LARGELY UNCONSCIOUS AND
PEOPLE CANNOT FULLY
UNDERSTAND HIS OR HER
MOTIVATIONS.

11. PEOPLE DON’T ONLY
EXAMINE THE STATED
CAPABILITIES BUT ALSO
THE LESS CONSCIOUS
CUES.

12. LADDERING IS USED BY
THE MARKETERS IN
TRACING A PERSON’S
MOTIVATION FROM THE
STATED INSTRUMENTAL
ONES TO THE MORE
TERMINAL ONES.

13. MASLOW’S THEORY

14. HUMAN NEEDS ARE
ARRANGED IN A
HIERARCHY FROM
MOST TO LEAST
PRESSING

15. MASLOW’S HIERARCHY OF NEEDS
Self-actualization needs
Esteem Needs
Social Needs
Safety Needs
Physiological Needs

16. PEOPLE ALWAYS TRY TO
SATISFY THE MOST
IMPORTANT NEEDS FIRST
BEFORE EVEN THINKING
ABOUT THE LESS
IMPORTANT ONES.

17. HERZBERG’S THEORY

18. TWO-FACTOR THEORY
Only absence of dissatisfiers is
not enough to motivate; satisfiers
must be present.

19. SELLERS SHOULD DO BEST TO
AVOID DISSATISFIERS INITIALLY
AND THEN MOVE ON TO PUT
IN SATISFIERS TO MOTIVATE A
PURCHASE.

21. PERCEPTION

22. THE PROCESS BY WHICH
ONE SELECT, ORGANIZE,
INTERPRET INFORMATION
INPUTS TO CREATE A
MEANINGFUL PICTURE OF
THE WORLD.

23. SELECTIVE ATTENTION

24. FEW IDEAS GET ATTENDED
TO BY PEOPLE AS THEY
SCREEN OUT OTHERS ON
THE BASIS OF STIMULI AND
VOLUNTARY ACTIONS.

25. SELECTIVE DISTORTION

26. THE TENDENCY TO
INTERPRET INFORMATION
IN A WAY THAT FITS OUR
PRECONCEPTIONS.

27. CONSUMER THINK OF
CHANGE AS A
BAD FACTOR.

28. COORS CHANGED FROM
BANQUET BEER TO ORIGINAL
DRAFT, CONSUMERS CLAIMED
THAT TASTE HAS CHANGED IN
SPITE OF THE FORMULATION
WAS SAME.

29. SELECTIVE RETENTION

30. CONSUMERS RETAIN
INFORMATION THAT
SUPPORTS OUR
ATTITUDES AND BELIEFS.

31. IT WORKS TO THE
ADVANTAGE OF
STRONG BRANDS AS
WE ARE EXPOSED TO
IT REPETITIVELY AND
THE IDEA IS RETAINED.

33. LEARNING

34. THE INTERPLAY OF
DRIVES, STIMULI, CUES,
RESPONSES AND
REINFORCEMENT.

35. DRIVE IS A STRONG
INTERNAL STIMULUS
IMPELLING ACTION.

36. PEOPLE GENERALIZE
THEIR RESPONSE TO
SIMILAR STIMULI.

37. WE ALSO DISCRIMINATE
AFTER RECOGNIZING
DIFFERENCES.

38. THE HEDONIC BIAS

39. WE ATTRIBUTE SUCCESS
TO OURSELVES AND
FAILURE TO EXTERNAL
CAUSES.

40. CONSUMERS BLAME
PRODUCTS THAN
THEMSELVES.

41. MARKETERS ARE THEN
FORCED TO CAREFULLY
EXPLICATE PRODUCT
FUNCTIONS.

42. THIS ULTIMATELY LEADS
TO GETTING BETTER
SERVICE BY THE
SELLERS.

44. EMOTIONS

45. EMOTIONS ALSO JUDGE
THE STIMULI AND IS
SOMETIMES DOMINANT
THAN RATIONAL AND
COGNITIVE RESPONSES.

46. MARKETERS TRY TO
EMOTIONAL CONNECT
A BRAND NAME WITH
THE CONSUMERS.

47. THANK YOU