Marketing Management, 16th Edition

Consumer Psychology

When marketing and environmental stimuli enter the consumer’s consciousness, a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions. The marketer’s task is to understand what happens in the consumer’s consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions. Four key psychological processes—motivation, perception, learning, and memory—fundamentally influence consumer responses.

Consumer Motivation

Understanding consumer motivation begins with understanding the needs consumers aim to fulfill with their actions. Thus, we first discuss the essence of consumer needs and then address the way these needs ...