only a few: selective perception.5. Marketing techniques can help your product or marketing communication stand out.C. Motivation1. Much of what influences decisions occurs inside the individual.a. A need is the feeling of deprivation over the absence of some necessity for basic survival.b. When people feel a need, they are driven to act by their motives, the internal factors that propel individuals to take actions that satisfy their needs.2. Psychologist Abraham Maslow identified a hierarchy of human needs.a. Maslow believed that people are initially motivated to satisfy their basic needs for survival.b. Then they are able to concentrate on satisfying higher level needs.c. Maslow's hierarchy describes in simple terms how needs and motives operate, but it doesn't completely explain consumer behavior.D. Attitudes1. Attitudes are enduring positive or negative responses to people, products, or information.a. A consumer's attitudes toward any brand or type of product are formed over time through experience, information gathering, and interaction with other people.b. People with positive attitudes are more likely to buy what you're marketing.2. Attitudes consist of three components, any of which can be molded or changed through marketing strategy.a. The cognitive component is the set of beliefs or knowledge a consumer has of the product.b. The affective component represents the consumer's feelings about or emotional reaction to the product.(1) Extremely powerful emotions such as fear and love can be generated by a company's ads.(2) Marketers can reinforce the positive feelings that consumers have about their products.c. The behavioral component is the consumer's tendency to act in a certain way.E. Learning1. Learning, the process of applying experience or knowledge to consumer behavior, is another influence that marketers must consider.a. Learning can affect the way people recognize needs, collect and assess product information, make buying...
