【正文】 and motive Freud’s Theory Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. A) A technique called laddering can be used to trace a person’s motivations from the stated instrumental ones to the more terminal ones.B) Motivation researchers often collect “indepth interviews” to uncover deeper motives triggered by a product.1) Projective techniques such as word association, sentence pletion, and roleplaying are used. Customer 2 is mixed profitability.Maslow’s Theory Abraham Maslow sought to explain why people are driven by particular needs at particular times. Figure Maslow’s Hierarchy of Needs. A) Maslow’s answer is that human needs are arranged in a hierarchy, from the most pressing to the least pressing.B) In order of importance, they are: 1) Physiological needs. 2) Safety needs.3) Social needs.4) Esteem needs.5) Selfactualization needs.Herzberg’s Theory Frederick Herzberg developed a twofactor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction). The absence of dissatisfiers is not enough。 satisfiers must be present to motivate a purchase. A) Herzberg’s theory has two implications:1) Sellers should do their best to avoid dissatisfiers.2) Sellers should identify the major satisfiers or motivators of purchase in the market and supply them. These satisfiers will make the major difference as to which brand the customer buys. Perception How the motivated person actually acts is influenced by his or her view or perception of the situation. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Review Key Definition here: perception A) Perception depends not only on the physical stimuli, but also on the stimuli’s relation to the surrounding field and on conditions within the individual.B) The key point is that perceptions vary widely among individuals exposed to the same reality. C) In marketing, perceptions are more important than the reality, as it is perceptions will affect consumers’ actual behavior. Selective Attention It has been estimated that a person is exposed to over 1,500 ads or brand munications a day. Because a person cannot possibly attend to all of these, most stimuli will be screened out—a process called selective attention. A) Selective attention means that marketers have to work hard to attract consumers’ notice. 1) People are more likely to notice stimuli that relates to a current need.2) People are more likely to notice stimuli that they anticipate.3) People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli. Review Key Definition here: selective attention Selective Distortion Selective distortion is the tendency to interpret information in a way that will fit our preconceptions. Consumers will often distort information to be consistent with prior brands and product beliefs. Review Key Definition here: selective distortionA) Examples of branded differences can be found with virtually every type of product. 1) Selective distortion can work to the advantage of marketers with strong brands when consumers distort neutral or ambiguous brand information to make it more positive. Selective Retention People will fail to register much information to which they are exposed in memory, but will tend to retain information that supports their attitudes and beliefs. Because of selective retention, we are likely to remember good points about a product we like and forget good points about peting products. Review Key Definition here: selective retentionSubliminal Perception The selective perception mechanisms require active engagement and thought by consumers. The topic of subliminal perception, the argument that marketers embed covert, subliminal messages in ads or packages and consumers are not consciously aware of these messages, but yet they affect their behavior No evidence supports this notion that marketers can systematically control consumers at the unconscious level. Learning Learning involves changes in an individual’s behavior arising from experience. A) A drive is a strong internal stimulus impelling actionB) Cues are minor stimuli that determine when, where, and how a person respondsC) Discrimination means that the person has learned to recognize differences in sets of similar stimuli and can adjust responses accordingly Review Key Definitions here: learning, drive, cues, and discriminationMemory All information and experiences individuals encounter as they go through life can end up in their longterm memory. A) Cognitive psychologists distinguish between shortterm memory (STM)—a temporary repository of information.B) Longterm memory (LTM)—a more permanent repository. C) The associative network memory model views LTM as consisting of a set of nodes and links:1) Nodes are stored information.2) Collected by links that vary in strength.D) Consumer brand knowledge in memory can be conceptualized as consisting of a brand node in memory with a variety of linked associations.E) Brand associations consist of all brandrelated thoughts, feelings, perceptions, images, experiences, beliefs, and attitudes, linked to the brand node.F) Marketers can be seen as making sure that consumers have the right types of product and service experiences such that the right brand knowledge structures are created and maintained in memory. Figure displays hypothetical Dole mental map. Memory Processes: Encoding Memory encoding refe