chapter5_2
TRANSCRIPT
MOTIVATIONWe have different needs
and needs become motivation when it is aroused to a sufficient
level of intensity to drive us to act.
1.
FREUD’S THEORY
• Subconscious motivations guides a person’s behaviour
MASLOW’S THEORY
• People behaves according to the
most important need
HERZBERG’S THEORY
• People is motivated in the absence of dissatisfiers and
presence of satisfiers.
Theories of
Motivation
According to FREUD’S THEORY –Motivation
towards drinking whiskey in need
of social relaxation, fun,
status
According to MASLOW’S THEORY–
Human needs are arranged in
a form of hierarchy from most to least
important
Herzbery Theory
A consumer won’t purchase the product
when it is of good quality (satisfier)
and with bad service
policy(dissatisfier)
PERCEPTIONIt by a process how we select ,organise
and interpret information inputs to create a meaningful picture
2.
SELECTIVE ATTENTIONAttention to few products, advertisements or brands according to our needs and how
much we find them attractive
SELECTIVE DISTORTIONWe tend to interpret information to be consistent with prior brand & products beliefs.
We may find the same product good or bad just because of the presence or absence of a brand’s name.
NIKE NO BRAND
SELECTIVE RETENTIONWe remember only some good or bad points of the products which may tend us to
see it the same way in the future also
The phone had the worst battery backup last time I
used it
SUBLIMINAL PERCEPTIONInserting some messages in the ads which consumer is unaware of but it does affects
its behaviour.
The Amazon logo features a smiley face that connects the letters A and Z in Amazon as if to suggest that
consumers can find anything from A to Z and always be happy doing business with Amazon.
On purchasing an L.G. refrigerator, if we find our response positive, next time we would also purchase more products like microwave from the
same brand
MEMORYWe store
information in our memory in the form
of verbal,visuals, abstract and
connect it with one another roughly.
5.
1. MOTIVATION Freud’s theory Maslow theory Herzberg theory
2. PERCEPTION Selective attention Selective Distortion Selective retention
Subliminal perception
4. EMOTIONS3. LEARNING 5. MEMORY
SUMMARYKey Psychological Processes are:
KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition , Upper Saddle River, NJ, Prentice Hall(With due thanks
to the owners of Photograph
CREDITS: