Analyzing consumer markets - Key psychological processes
6 important questions on Analyzing consumer markets - Key psychological processes
What are the 4 key psychological processes that fundamentally influence consumer responses?
- Motivation
- Perception
- Learning
- Memory
Explain biogenic and psychogenic needs and motive.
- Biogenic needs: arise from physiological states of tension like hunger, thirst, discomfort.
- Psychogenic needs: arise from psychological states of tension like the need for recognition, esteem or belonging.
- A need becomes a motive when it is aroused to a sufficient level of intensity to drive us to an act.
What is the hierarchy of needs from most to least pressing?
- Physiological needs (food, water, shelter)
- Safety needs (security, protection)
- Social needs (sense of belonging, love)
- Esteem needs (self-esteem, recognition, status)
- Self-actualization needs (self-development, realization)
- Higher grades + faster learning
- Never study anything twice
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What stimuli are people more likely to notice?
- Stimuli that relate to the current need.
- Stimuli that they anticipate.
- Stimuli whose deviations are large in relationship to the normal size of stimuli.
Explain selective distortion and selective retention.
- Selective distortion is the tendency to interpret information in a way that fits our preconceptions.
- Selective retention is the tendency to retain information that supports our attitude and beliefs.
Explain drive, cues and discrimination.
- Drive: strong internal stimulus impelling action.
- Cues: minor stimuli that determine when, where and how a person responds.
- Discrimination: we have learned to recognize differences in sets of similar stimuli and can adjust our responses accordingly.
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
