what major psychological procceses influence consumer responses to the marketing program
TRANSCRIPT
Motivation A need becomes a motive when aroused to a sufficient level of intensity to drive us in to act.
Selective Attention
•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 relationshipto the normal size of the stimuli.
People in United States claimed that taste are different even though the formulation is same
Selective Distortion
Selective Retention
•People fail to register much information to which they are exposed in memory, but tend to retain information that supports theirattitudes and beliefs.
•We are likely to remember the good pointsabout the product we like and forget good pointsabout the product we do not like.
MEMORYTwo types of memory:
Short term memory- A temporary andlimited repository of information.
Long term memory- A more permanentessentially unlimited repository of information
People recall their past experiences with products before buying it next time.
Memory retrieval is the way information gets out of memory. Three facts are important about memory retrieval:
1. The presence of other product information in memory can produce interference effects and cause us to either overlook or confuse new
data.
2. The time between exposure to information and encoding has been shown generally to produce only gradual decay.
3. Information may be available in memory but not be accessible for recall without the proper retrieval cues or reminders.
Recap:Four main psychological processes that affect consumer behavior are:
• Motivation
• Perception
• Learning • Memory
KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)
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