Psychological Processes

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Psychological Processes
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What are these processes?

• This refers to the psychological processes that
  govern buying behaviour of individuals and groups
• Information Processing
• Learning
• Influencing attitudes and Behaviour

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Information Processing

• Exposure achievement of proximity to a stimulus
  to activate the senses
• Attention- allocation of processing capacity to
  stimulus
• Comprehension interpretation of stimulus
• Acceptance persuasive impact of stimulus
• Retention transfer of stimulus interpretation
  to memory

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Exposure

• Given exposure to a stimulus of sufficient
  strength, a persons sensory receptors are
  activated and a message is sent to the brain.
  This is called a sensation, which happens after
  crossing a threshold level

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Threshold levels

• Lower/absolute threshold stimulus intensity
  below which sensation would not occur
• Terminal threshold above which additional doses
  of stimulus intensity has no effect on sensation
• Difference threshold smallest change in
  stimulus intensity that would get noticed

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Webers Law

• The change in stimulus intensity required to be
  noticeable is not on the amount but on the
  percentage change from the original stimulus.
• K ? I/I
• where K is a constant
• ?I change in stimulus intensity
• I original stimulus intensity

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Attention

• Preattentive processing limitation of
  processing capacity. 1st stage
• Attention allocation of processing capacity to
  stimulus. 2nd stage

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Personal determinants of attention

• Need/Motivation
• Attitudes
• Adaptation level
• Span of attention

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Stimulus determinants of attention

• Size
• Colour
• Intensity
• Contrast
• Position

• Directionality
• Movement
• Isolation
• Novelty
• Learned stimuli
• Attractive spokesperson

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Comprehension

• The interpretation of the stimulus. To derive
  meaning from the stimulus.

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How does this happen?

• Stimulus categorization classifying stimulus
  using concepts stored in memory
• Stimulus elaboration integration between new
  knowledge and knowledge stored in memory
• Stimulus organization how people organize and
  rearrange stimuli into a meaningful whole
  (Gestalt psychology)

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Personal determinants of Comprehension

• Linguistics
• Order effects
• Context
• Miscomprehension

• Motivation
• Hunger
• Expectation or perceptual set
• Stimulus determinants

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Acceptance

• This is the persuasive impact of the stimulus

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Acceptance depends on

• Cognitive responses SAs and CAs
• Affective responses - feelings that are elicited
  by the stimulus

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Retention

• Transfer of stimulus interpretation and
  persuasion into long term memory

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Methods for enhancing retention

• Interrelation between stimulus elements
• Use concrete words rather than abstract words
• Encourage self referencing
• Mnemonics jingles, rhymes, music,etc.
• Repetition

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Memory

• Memory is space allocated in the brain to
  store processed information and retrieve it as
  when desired.
• Our brain consists of two hemispheres
• Left brain logical, abstract and conceptual
  thinking
• Right brain creative, intuitive, imaginal
• The connection is through the corpus callosum
• Normally people are left or right brain
  dominated

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Memory consists of

• Sensory memory iconic (visual), echoic
  (auditory) 0.25 sec
• Short term memory - lt 30 sec
• Long term memory

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Learning

• This is the process by which experience leads to
  changes in knowledge , attitudes and behaviour.

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Learning takes place through

• Cognitive learning from changes in knowledge
  and information processing
• Behavioural learning observing behaviour and
  changes in behaviour
• Most consumer behaviour is learned behaviour

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Cognitive learning

• Rehearsal mental repetition of information
• Elaboration the degree of integration between
  the stimulus and existing knowledge that occurs
  during information processing. It is influenced
  by the motivation and ability of the individual

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Forgetting

• When you are unable to retrieve or access
  information stored in long term memory

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Types of forgetting

• Decay memory trace will fade with passage of
  time
• Interference caused by learning new information
  over time.

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Interference

• Retroactive inhibition recently learned
  information prevents retrieval of previously
  learnt information
• Proactive inhibition prior learning prevents
  hinders retrieval and learning of new information
• Momentary forgetting when information is
  present but retrieval is difficult because of
  limitations in accessibility

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Determinants of information accessibility

• Amount of information stored in memory within the
  same content domain
• Particular retrieval cues available at that time
  eg. Pops, jingles, key words,etc.

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Measures of Cognitive learning

• Recognition from multiple choice
• Recall qualitative answers

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Measures of cognitive learning

• Aided recall
• Unaided recall
• Day after recall (DAR)

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Behavioural learning

• Classical conditioning
• Operant conditioning
• Shaping

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Classical conditioning
Unconditioned response
Unconditioned stimulus
Conditioned stimulus
Conditioned Response
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Determinants of Classical Conditioning

• Strength of unconditioned stimulus
• No. of pairings or strength of association

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Extinction

• When the conditioned stimulus is unable to evoke
  the conditioned response. This will happen if the
  association with the US is broken with the CS

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Generalization

• When for an existing stimulus response
  relationship, a new stimulus similar to the
  stimulus is used to bring about the same response

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Discrimination

• The process by which an individual learns to emit
  a response to one stimulus but avoids making the
  same response to a similar response

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Operant Conditioning

• Instrumental learning concerned with how the
  consequences of a behaviour will affect the
  frequency or probability of the behaviour being
  repeated

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Operant conditioning can take place through

• Positive reinforcement
• Negative reinforcement

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Applications in Marketing

• Sampling
• Trials
• Demonstrations
• Test drives
• Research has proved that there is 60 more
  penetration when free sampling is done.

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Shaping

• The process which encourages marketers to think
  about what behaviours must precede the ultimate
  act of purchase and how these prerequisite
  behaviour can be encouraged through appropriate
  reinforcements

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Vicarious learning

• This is the process of learning through observing
  the action of others and the consequences of
  those behaviours. It includes elements of both
  cognitive and behavioural learning.