Psychological Influence on consumer behavior Slide share consumer Behavior Hadid sdq

1. Psychological Influence on
Consumption Behavior
Presented By: Saira Yasmeen

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 Consumer psychology seeks to
explain human,
or consumer behavior, in two
basic ways:
 What the consumer wants
 What the consumer needs.
What is Consumer Psychology

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 Successful businesses understand how to leverage the different
factors that influence consumer buying behavior to effectively
market their products and maximize sales.
 Studies show that there are generally four main factors that play
a role in the consumer's buying behavior. These factors include
cultural factors, social factors, personal factors and
psychological factors.
Psychological Factors

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 Motivation
 Involvement
 Perception
 Subliminal Perception
 Color
 Learning
 Beliefs and attitudes
Psychological Factors that Influence
Consumer Behavior

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Psychological Factors

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 A need that is sufficiently pressing to directly the person to seek
satisfaction of the need
 Motive
 The driving forces that cause a person to take action to satisfy
specific need.
Motivation

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Maslow’s Hierarchy of Needs

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 It refers to the amount of interest or importance a consumers
shows towards a product.
 A consumer may have high or low involvement in a product.
 It is the amount of physical and mental effort that
a consumer puts into a purchase decision.
Involvement

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 Perception is the process by
which someone selects,
organizes, and interprets
information to create a
meaningful picture of the
world.
Perception

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 Subliminal perception is supposed to occur when a stimulus
is too weak to be perceived yet a person is influenced by it.
There is in short little or reliable scientific evidence
that subliminal perception has any behavioral impact or long
term effect on intentions or consumer behavior.
Subliminal Perception

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Perception Activity

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 Color psychology is an area of
research that looks at how color
influences our behavior and
decision-making. When used in
marketing, for example, different
colors can impact the way
buyers perceive a brand in ways
that aren't always apparent,
such as how certain hues can
increase appetite.
Color

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• Learning describes changes in
an individual’s behavior arising
from experience. In every
circumstance our perception is
conditioned by our prior
experience, for it is this which
constitutes our preparatory set
or expectations and the
framework into which we seek
to place and organize new
stimuli.
Learning

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 Experiential Learning: Experiential learning occurs when an
experience changes your behavior.
 Conceptual Learning: Conceptual learning is not acquired
through direct experience.
Types of Learning

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• A consumer’s beliefs and
attitudes greatly influence the
buying decisions that
consumer makes. Beliefs are
the way people think about a
particular product or brand,
while an attitude is the
individual's consistently
favorable or unfavorable
evaluation, tendency or feeling
about a product or brand.
Belief and Attitude

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