consumer psychology - what major psychological process influence consumer responses
TRANSCRIPT
![Page 1: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/1.jpg)
CONSUMER PSYCHOLOGY
![Page 2: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/2.jpg)
FOUR PSYCHOLOGICAL PROCESSES
![Page 3: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/3.jpg)
MOTIVATION
![Page 4: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/4.jpg)
FREUD’S THEORY
Psychological processes are largely unconscious.
![Page 5: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/5.jpg)
Relaxation Status
Fun
Are the three appeals of a whisky brand
Example of Freud’s Theory
![Page 6: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/6.jpg)
MASLOW’S THEORY
People satisfy most important needs first .Then try to satisfy the next important .
Maslow’s Hierarchy of Needs
![Page 7: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/7.jpg)
HERZBERG’S THEORY
The absence of dissatisfier is not enough.Satisfier should also exist.
MOTIVATION FOR PURCHASE
Dissatisfier+
Satisfier
![Page 8: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/8.jpg)
PERCEPTION
![Page 9: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/9.jpg)
Relate to current need
Relate to stimuli of anticipation
Deviations are large
Selective attention
![Page 10: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/10.jpg)
Selective distortion
Tendency to interpret information in different way
![Page 11: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/11.jpg)
Selective retention
Information that supports the attitude and beliefs is retained
![Page 12: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/12.jpg)
Subliminal perceptions
Consumers are not consciously aware of them , yet they affect behavior
![Page 13: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/13.jpg)
LEARNING
![Page 14: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/14.jpg)
Shift From Old to new PC due to better performance.
![Page 15: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/15.jpg)
MEMORY
![Page 16: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/16.jpg)
![Page 17: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/17.jpg)
Key Psychological Processes influencing customer behaviour are :
Motivation ( Freud’s Theory , Maslow’s Theory and Herzberg’s Theory )
Perception ( Selective attention , Selective distortion , Selective retention and Subliminal perception )
Learning Memory
SUMMARY
![Page 18: Consumer psychology - What major psychological process influence consumer responses](https://reader034.vdocument.in/reader034/viewer/2022042608/55d23de6bb61eb7a768b45a3/html5/thumbnails/18.jpg)
Nihar Shambharkar
Created by --
National Institute of Technology , Trichy
During an Internship by --
Prof. Sameer Mathur
Indian Institute of Management ,Lucknow
(www.IIMintenship.com)