Name:_________________________ Marketing Essentials Chap 5 Notes pg.

142 - 145

Psychological Factors:
_____________.

A persons buying choices are further influenced by four major

psychological factors: _____________, _____________, _____________, and _________ and

Motivation: A person has many needs at any given time. Some are ___________, arising from
states of tension such as ___________, __________ or ____________. Others are __________________, arising from the need for _______________, ___________, or _____________. A need becomes a __________ when it is aroused to a sufficient level of intensity.

Motive:

What is Sigmond Freuds theory on consumer behavior?

Explain the psychological aspect of the purchase of a sports car by a middle aged man..

Describe the Dell and Apple brand as animals in the space below

Dell

Apple

What is Abraham Maslows theory on consumer behavior?

Perception: A motivated person is ready to _______. How the person acts is influenced by his or
her own _____________ of the _______________. All of us learn by the flow of ______________through our five senses; ________, ___________, __________, _______, and __________. However, each of us receives, organizes, and interprets this sensory information in an _______________ way.

Perception:

People can form different perceptions of the same stimulus because of three perceptual processes; ________________________, ______________________, and _________________________.

Selective Attention-

Selective Distortion-

Selective Retention-

Is there a link between subliminal messages and consumer behavior?

Learning: When people act they _________. Leaning describes changes in an individuals
______________ arising from ______________. Learning theorists say that most human behavior is learned. Learning occurs through the interplay of _____________, ___________, _________, ______________, and ________________. Drive is a strong internal stimulus that calls for _________. A drive becomes a motive when it is directed toward a particular ____________ object. For example, a persons _________ for selfactualization might motivate him or her to look into ___________ a digital camera. What are cues?

Beliefs and Attitudes:

Belief:

Do beliefs necessarily have to be accurate and true?

Why do marketers care about beliefs?

People have attitudes regarding ___________, ___________, clothes, music, _________, and almost everything else.

Attitude:

Attitudes are difficult to change. A persons attitudes fit into a ____________, and to change one attitude may require ______________ adjustments in many others. Thus a company should usually try to _______ its products into existing attitudes rather than attempt to ____________ attitudes.

What about MILK? What was the result?