The document summarizes several key psychological processes that influence consumer decision making and responses to marketing. It discusses motivation, perception, learning, and memory as main factors. Motivation is influenced by needs, motives, and theories like Freud's and Maslow's. Perception involves selective attention, distortion, and retention. Learning occurs through drives, stimuli, cues, responses, and reinforcement. Memory consists of short-term and long-term memory processes. The document also briefly mentions emotions, subliminal perception, and the "SUCCES" model for making ideas stick.

1. Psychological processes that
influence consumer responses
to the marketing program

2. Decision process
Marketing and environment stimuli enter
consumer’s consciousness
+
set of psychological processes
+
consumer’s characteristics
=
Decision process+ Purchase decisions

3. Main factors
● Motivation
● Perception
● Learning
● Memory

4. 1. Motivation
N Needs
Biogenic Psychogenic
Motive

5. A Motive is a need that is sufficiently
pressing to direct the person to seek
satisfaction.

6. Freud’s theory
A person cannot fully understand his or her own
motivations.

7. Maslow’s Theory
Human needs are arranged in a hierarchy
from most to least pressing- physiological
needs, safety needs, social needs etc.

8. Maslow’s Diagram

9. 2. Perception
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

10. Selective attention
Marketers must work hard to attract customer’s notice.
Some findings:
● 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 stim uli.

11. Selective Distortion
Selective distortion is the tendency to interpret
information in a way that fits our preconceptions.

12. Selective Retention
We’re likely to remember good points about the
product we like and forgot good points about
the competing project.

13. Subliminal Perception
Subliminal messages are provided
through ads or packaging.

14. Learning
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.
ž

15. Emotions
Sometimes consumers response is not all
cognitive and rational, it may be emotional
and invoke different kinds of feelings.

16. Memory
Two types:
1. Short term memory
2. Long term memory

17. Memory Processes

18. Made to stick
Chip and dan heath identified six traits that
characterize all great ideas and used the
acronym “SUCCES” to organize them.

20. 1. Motivation
2. Perception
a. Selective Attention
b. Selective Distortion
c. Selective Retention
d. Subliminal Perception
3. Learning
4. Memory
5. Made to stick
Recap

21. Declaration
Created by
Akhila Polishetty, during an internship under
Prof. Sameer Mathur, IIM
Lucknow.
www.IIMinternship.com

22. Thank you