Marketing and environmental stimuli enter the customer’s consciousness, and a set of psychological processes combine with certain customer characteristics to result in decision processes and purchase decisions. The marketer’s task is to understand what happens in the customers’s conciousness between the arrival of the our-side marketing stimuli and the ultimate purchase decisions. Four key psychological processes :
Fundamentally influence customer responses.
We all have many needs at any given time. Some needs are Biogenic ( Hunger, thirst, discomfort). Other needs are Psychogenic ( Recognition, esteem, belonging ). A need become a Motive when it is aroused to a sufficient level of intensity to drive us to act. Motivation has both direction – we select one goal over another – and intensity – the vigor with which we pursue the goal. 2.
A motivated person is ready to act. How she acts is influenced by her view of the situation. In marketing, perceptions are more important than the reality, because its perceptions that affect consumers actual behaviour. Perception is the process by which we select, organize and interpret information inputs to create a meaningful picture of the world. The keypoint is that it depends not only on the physical stimuli, but also on the stimuli’s relationship to the surrounding field and on conditions within each of us. 3.
When we act, we learn. Learning induces changes in our behaviour arising from experience. Most human behaviour is learned, although much learning is incidental. Learning theorists believe that learning is produced through the interplay of drives, stimuli, cues, responses and reinforcement. 4.
All the information & experiences we encounter as we go through life can up and end up in our long-term memory. We can think marketing as a way of making sure consumers have the right types of product and services experiences to create...
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