Motivation
We all have many needs. A need becomes motive when it is aroused to a sufficient level of intensity to drive us to act
There are three main theories of human motivation
Freud’s theory Herzberg’s theory
Maslow’s theory
Motivation
We all have many needs. A need becomes motive when it is aroused to a sufficient level of intensity to drive us to act
There are three main theories of human motivation
freud’s theory
Freud assumed the psychological forces shaping our behaviour are largely unconscious.So a person will react not only to the stated capabilities of product but also to less conscious cues such as shape,size,colour
Freud’s theory
Maslow’s theory
According to him human needs are arranged in an hierarchy from most pressing to least.So people try to satisfy their most important need first and then try to satisfy the next most important
Maslow’s theory
Herzberg’s theory
According to him the absence of dissatisfiers is not enough to motivate a purchase, satisfier must be present
Herzberg’s theory
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 derivations are large in relationship to the normal size of stimuli
Selective Attention
Tendency to interpret information in a way that fits our preconception
Consumers often distort information to be consistent with prior brand and product beliefs
Selective Distortion
Selective retention,is the process when people more accurately remember information that supports their attitudes and beliefs
Selective Retention
Learning
Learning is produced through the interplay of drives,stimuli,cues,responses and reinforcement
Learning includes changes in our behaviour that arises from experience
Memory
Long Term Memorya more permanent,essentially unlimited repository
Short Term MemoryTemporary and limited repository of information
It views long term memory as a set of nodes and linksNodes store information connected by links that vary in strength
It views consumer brand knowledge as a node in memory with variety of links associated
Brand association consists of all brand related thoughts,feelings,perceptions,beliefs,experiences and attitudes