Psychological Processes- Motivation, Perception, Learning And Memory

Psychological Processes- Motivation, Perception, Learning and Memory

Introduction

Psychological Processes performing any type of activity that we use Ð o variety of processes like thinking, remembering, problem solving, interpretation etc. Thus whether you study Ð o lesson, view Ð o cinema, talk on Ð o topic, we are using psychological processes of which we may or may not be aware.

Discussion

Motivation: - Ð Ñ' person has many needs at any given time. Some are biological arising from hunger, thirst and discomfort. Ð Ñ' motive is an internal force that encourages the consumer towards Ð o particular course of action; it has both intensity and direction. Motivation is also closely tied to the concept of involvement, which relates to how much effort the consumer will exert in making Ð o decision. Highly motivated consumers will want to get mentally and physically involved in the purchase process. Not all products have Ð o high percentage of highly involved customers e.g. milk but marketers who market products and services that may lead to high level of consumer involvement should prepare options that will be attractive to this group.

Ð Ñ' motive is an internal energizing force that orients Ð o person's activities toward satisfying Ð o need or achieving Ð o goal. Actions are effected by Ð o set of motives, not just one. If marketers can identify motives then they can better develop Ð o marketing mix.

Maslow’s hierarchy of needs has long been used as Ð o framework for classifying basic motivations. Five groups of needs are stacked one on top of other and form Ð o progression. Having achieved satisfaction on the lowest level, the individual can progress to strive to achieve the goals of the next level up.

(B) Perception: - Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. Ð Ñ' motivated person is ready to act. How that person acts is influenced by his or her perception. When consumers collect information about Ð o high involvement service such as Ð o cruise, they follow Ð o series of steps, or Ð o hierarchy of effects. For example seeing an advertisement for food when you are hungry is more likely to produce Ð o positive response than seeing the same advertisement after having Ð o heavy meal. So marketers hope that their messages reach target audiences when they are relaxed, at leisure and at ease with the world, because then the individual is more likely to place Ð o positive interpretation on the message and it’s less likely to be distracted by the other pressures and needs.

(C) Learning: - Learning, consisting of all the features, traits, behaviours and experiences that make each of us distinctive and unique. With high involvement products, where there is Ð o strong emotional and psychological link between the product and the consumer, it is relatively easy to see how Learning might affect choice and decision making. Personality can be useful

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