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Psychological factors explain what happens inside the consumer’s mind. Two people may face the same product and price, but still decide differently because their:
For exams, write a line like: “Psychological factors are internal forces that influence consumer decision making.”
You should be able to:
Motivation answers: Why does the consumer want this product?
Motivation is an internal force (need/drive) that arouses and directs behavior toward a goal.
Example:
Maslow proposed that human needs are arranged from basic to higher-level.
Draw this pyramid in exams:
Note: Consumers may seek multiple needs together; the model is a helpful guide, not a rigid rule.
Perception is not “what is shown”; it is what is understood.
Two consumers can see the same advertisement but interpret it differently due to:
Marketing implication: Use clear, repeated, consistent messages to reduce distortion and improve retention.
Learning means changes in a consumer’s behavior or knowledge due to experience.
Attitude answers: Do I like it? Do I trust it?
Mini table:
Personality refers to stable characteristics like:
Self-concept means:
Marketers often position brands to match self-concept (e.g., “active lifestyle” brands).
Think of a simple chain:
Motivation → Perception → Learning → Attitudes → Choice/loyalty
If asked “Psychological factors affecting consumer behavior”, write:
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Psychological factors explain what happens inside the consumer’s mind. Two people may face the same product and price, but still decide differently because their:
For exams, write a line like: “Psychological factors are internal forces that influence consumer decision making.”
You should be able to:
Motivation answers: Why does the consumer want this product?
Motivation is an internal force (need/drive) that arouses and directs behavior toward a goal.
Example:
Maslow proposed that human needs are arranged from basic to higher-level.
Draw this pyramid in exams:
Note: Consumers may seek multiple needs together; the model is a helpful guide, not a rigid rule.
Perception is not “what is shown”; it is what is understood.
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From this topic
Maslow suggested that human needs progress from basic to higher-level needs.
Any three levels with examples:
Consumers buy products that help satisfy the dominant need level.
Consumers do not process all information equally due to selective perception:
This is why marketers repeat clear and consistent messages.
Motivation is the internal drive that pushes consumers to act. It strongly influences what benefits consumers seek, which brands they prefer, and how much they are willing to pay.
Marketers match product benefits and messages to the consumer’s dominant motive to increase preference and purchase.