CONSUMER

PSYCHOLOGY
Hira Mustafa
 PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
• Motivation: Energizing force that stimulates behavior to satisfy a need.
• Needs:
Physiological needs: Basic to survival and must be satisfied first.
Safety needs: Involved self-preservation and physical well-being. Smoke
detector and burglar alarm manufacturers focus on these needs.
Social needs: Concerned with love and friendship. Ex: Dating service
Personal needs: Need for achievement, status and self-respect. Ex: American
express gold card
Self-actualization needs: Personal fulfillment. Ex: Vacation trips
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• Personality: A person’s consistent behavior or responses to
recurring situations.
• Perception: Process by which someone selects, organizes,
and interprets information to create a meaningful picture of
the world.
• Selective perception: Process for which the brain organizes
and interprets information from an information rich-
environment.
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• Selective exposure: Occurs when people pay attention to messages
that are consistent with their attitudes and beliefs and ignore
messages that are inconsistent.
• Selective comprehension: Involves interpreting information so that it is
consistent with your attitudes and beliefs.
• Perceived risk: Represents the anxieties felt because the consumer
cannot anticipate the outcomes of a purchase but believes that
there may be negative consequences.
 6 CONSUMER PSYCHOLOGY TACTICS THAT
INFLUENCE BEHAVIORS
1. Reciprocity
Reciprocity is a concept developed from the basic idea: If you give me
something of value, I’ll give you something in return.
2. Commitment & Consistency
Being consistent means developing a brand identity that people can relate
to, and sticking to it.
3. Authenticity
For today’s consumers, brands are not only there to reduce risk when it comes
to buying, they’re there to shape and validate our self-perceptions.
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4. Personalization
Smart brands are tailoring their marketing to their consumers, making them
feel more in control and helping them to bypass the sea of irrelevant
information at their fingertips and get to what they actually value.
5. The Psychology of Emotion
Every decision consumer make is based on emotion.
6. The Psychology of Color
Research on the topic reveals up to 90% of snap judgements made about
products can be made on color alone.