The document discusses 4 key psychological processes that influence consumer response: theories of motivation, perception, learning, and attitude. It outlines 3 major theories of motivation by Freud, Maslow, and Herzberg, and notes that Freud's theory emphasizes the importance of the unconscious mind in governing behavior to a greater degree than people suspect. The goal of psychoanalysis is to make the unconscious conscious, as depicted by the iceberg analogy. The document was created by Sameer Agarwal during an internship with Professor Sameer Mathur to discuss psychological factors that impact consumer behavior.

1. Influence of Psychological process on
Consumer response

2. 4 Key Psychological Processes

4. THEORIES OF MOTIVATION
1. Freud’s theory
2. Maslow’s theory
3. Herzberg’s theory

5. Sigmund Freud emphasized
the importance of the
unconscious mind, and a
primary assumption
of Freudian theory is that
the unconscious mind
governs behaviour to a
greater degree than people
suspect. Indeed, the goal of
psychoanalysis is to make
the unconscious conscious. Iceberg Analogy

8. Perception

16. Created by Sameer Agarwal,
NIT Jalandhar during an
internship by Prof. Sameer Mathur,
IIM Lucknow.