Major psychological processes which influences consumer responses to the marketing program
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Various mental processes during consideration of a particular brand
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Major psychological processes which influences consumer responses to the marketing program
- 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.
- 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.
- 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.
- 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.
- 24. FEW IDEAS GET ATTENDED TO BY PEOPLE AS THEY SCREEN OUT OTHERS ON THE BASIS OF STIMULI AND VOLUNTARY ACTIONS.
- 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.
- 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.
- 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