Psychological factors •a. Motive (drive) is a need that is sufficiently pressing to direct the person to seek satisfactionFreud’s theory of motivation– subconscious motives Motivation research refers to qualitative research designed to probe consumers’ hidden, subconscious motivations. (Neuro Marketing)
Maslow’s Hierarchy of Needs
Psychological Factorsb. Perceptionis the process by which people select, organize, and interpret information to form a meaningful picture of the world.•A motivated person is ready to act. How the person acts is influenced by his or her own perception of the situation•People can form different perceptions of the same stimulus because of three perceptual processes: selective attention, selective distortion, and selective retention
•Perceptual ProcessesSelective attention—thetendency for people to screen out most of the information to which they are exposed.Selective distortion—describes the tendency of people to interpret information in a way that will support what they already believe. People also will forget much of what they learn. They tend to retain information that supports their attitudes and beliefs.Selective retention—means that consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands.
Psychological Factorsc. Learningis the change in an individual’s behavior arising from experience and occurs through the interplay of:DrivesStimulus ObjectCuesResponsesReinforcementThe practical significance of learning theory for marketers is that they can build up demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.
Psychological Factorsd. beliefis a descriptive thought that a person has about something and may be based on:–knowledge–opinion–faithAn attitudedescribes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.