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Sales and Psychology,[object Object],Presented By ,[object Object],08-SE-59,[object Object]
A person's buying choices are influenced by four major psychological factors:,[object Object],[object Object]
Perception
Learning
Attitudes and Beliefs.,[object Object]
An aging baby boomer who buys a sporty BMW 330Ci convertible might explain that he simply likes the feel of the wind in his thinning hair. At a deeper level, he may be trying to impress others with his success.,[object Object],Marketers use touchy-feely approaches to dig deeply into consumer psyches. E.g. think about brands as if they were your friends. Imagine you could talk to your TV dinner. What would he say? And what would you say to him?.... Now, think of your shampoo at an animal, Would it be a panda or a lion? A snake or a wooly worm?,[object Object]
Maslow's hierarchy of needs,[object Object]
Perception,[object Object],Perception is the process by which people select, organize and interpret information to form a meaningful picture of the world.,[object Object],A persons acts are influenced by his or her perception of the situation,[object Object]
Perceptual Processes,[object Object],Selective attention,[object Object],Selective distortion,[object Object],Selective retention,[object Object]
Selective Attention,[object Object],The tendency for people to screen out most of the information to which they are exposed.,[object Object],Marketers must work especially hard to attract the consumer's attention.,[object Object]
Selective Distortion ,[object Object],Selective distortion describes the tendency of people to interpret information in a way that will support what they already believe.,[object Object],Marketers must try to understand the mind-sets of consumers and how these will affect interpretations of advertising and sales information.,[object Object]
Selective Retention,[object Object],Tendency of a customer to remember good points made about a brand they favor and to forget good points made about competing brands.,[object Object],That is why, marketers use so much drama and repetition in sending messages to their market.,[object Object]
Learning,[object Object],[object Object]
A drive is a strong internal stimulus that calls for action.
A drive becomes a motive when it is directed toward a particular stimulus object. For example, a person's drive for self-actualization might motivate him or her to look into buying a digital camera,[object Object]

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