Internal influences

Unit III

Psychological Dimensions

Motivation
Perception
Personality
Learning and attitude
Self image and life style
Consumer expectation and satisfaction

Motivation
Motive give direction to human behaviour
Motivating depend on strength of his motive
Motivation process of inducing a person to
achieve a goal

Process of motivation

Recognition of
unfulfilled
need

Finding the
way out to
satisfy the
same

Fulfillment of
the need

Discovery of
new need.

Motives
Motives
Emotional motives
Rational motives

Motivation
Positive
Negative

Financial and non financial incentives

Job security
Challenging work
Recognition
Better designation
opportunity for advancement
Participation in decision making
Competition
Job rotation

Need- satisfaction chain

Needs

Tension

Wants

Satisfaction

Action

goal

Frustration

Aggression
Rationalization
Regression
Withdrawal
Projection
Identification
repression

Substitute
goal

Motivation theories

Maslows need hierarchy

Mc Gregors X and Y theory
Herzbergs two factor theory
Mc clellands theory of need (pow,Ach,Aff)
Alderfers ERG theory

Perception
Perception
A process by which individuals organize and interpret
their sensory impressions in order to give meaning to
their environment.

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510

Process of perception

Receiving stimuli
Selecting stimuli
Organizing stimuli
Interpreting stimuli
Checking- eg: notorious student
Reacting

2. factors influencing in selecting a

stimuli
External
Intensity and size
Position of display
Contrast
Novelty
Repetition
Movement

Internal
?????
Personality traits
Brand personality
Age differences
Unfulfilled needs
Special interest.

3. Organizing a stimuli
Principle of figure ground- hard work n conflict
with manager
Principle of similarity- strike
Principle of proximity- output quality is poor
Principle of closure-to fill the gap.

In order to make sense of our world our brains try

to see patterns or shapes that are recognizable.
This principle is called grouping.

http://www.keele.ac.uk/depts/aa/widening/uniworld/webclub/rs/optical.htm

 When you look at the

top figure, your visual
system will organize
the elements into a
box. The box will
reverse, as in the
Necker Cube illusion.
The elements in the
bottom figure have
terminations and do
not readily group into
a box figure that
shows reversals
http://dragon.uml.edu/psych/box_1.html

4. Interpretation of stimuli
Factors involved in interpretation
Mind set
Attribution- is the process by which the cause
for behaviour is determined.
eg: late-coming, credit to manager.

Stereotyping

Is when a person is perceived based on the

characteristics of the group to which he
belongs rather than his individual
characteristics.
Eg; workers are always anti-management,
cinema stars.

Halo effect
It refers to a tendency to perceive a person
possessing a few good qualities as totally
good and vice versa.

2) Halo & Devil Effect

A) We select the first (positive or negative)
obvious or dominant characteristic of a
person
Physical appearance, weight, personality, wealth,
clothing, regional accent, race, large nose, glasses,
nice shoes, etc.

B) We then assign accompanying positive

or negative traits to that person (that they have
not earned)
Halo--Attractive People: smart, happy, rich, honest
Devil--Unattractive People: dumb, poor, dishonest

C) Problem: We unfairly punish some while

rewarding others simply due to one
dominant trait we happen to notice