Major psychological processes that influence consumer responses to marketing include motivation, perception, learning, and memory. Motivation is driven by needs and wants at both conscious and unconscious levels. Marketers aim to position brands to appeal to psychological motives. Perception is how consumers select, organize, and interpret information to understand the world. Learning changes behavior through experiences, allowing marketers to build demand by associating products with strong desires. Memory is a network of stored information and connections that marketers can influence.

1. What major psychological
processes influence consumer
responses to the marketing
program

2. Motivation
A need becomes a motive when aroused to a sufficient
level of intensity to drive us in to act

3. Freud’s
Theory
Psychological factors shaping people behavior are largely
unconscious.
Marketers need to position their brand in these appeals

4. Maslow’s
Theory
People will try to
satisfy their most
important needs first
and next most
important
Self-
actualisation
Self-esteem
Love and
Belonging
Safety
Psychological

5. Herzberg’s
Theory
Absence of dissatisfiers
+
Presence of satisfiers
=
Motivation for purchase
Dissatisfiers
Satisfiers

6. PERCEPTION
Process by which we select, organize and interpret information inputs to
create a meaningful picture of the world
Perceptual process
Selective Selective
Selective
Attention Distortion Retention

7. Changes in behavior arising due to experiences
Marketers can build demand for a product by
associating it with strong drives, using motivation
cues and providing positive reinforcement

8. MEMORY
A set of nodes and links. Nodes store information
connected by links of various strength
What is
related ?
What is
similar?
What is
missing?
What will
happen?