PSY 322
 Motive =Something that
makes a customer pays for a
service or product
 Memory = Brain function
that allows one to save
information for future use
 Perception = Brain
function that allows one
to save information for
future use
 Learning = Process of
enhancement and
development based on
experience
 Opinion Leaders =
People who make
reviews that has
impact to the
customers
 Roles & Family =
People who make
reviews that has
impact to the
customers
 Reference Groups =
Groups where the
customers belong that
can affect her buying
decisions
 Culture & Subculture =
Identifying
characteristics of people
to identify where they
belong
 Just take whatever they can
 Keep on comparing products
 Like to look for options
 Wants product with name
 Consider other offers
 Uses reasoning before buying
 Trust their judgement
 Doesn’t get disappointed easily
 Environment
 Old beliefs and culture
 Family upbringing
 Relatives
 Their folks
 Nature and
nurture/environment
 Development and
changes in age and
preferences
 Business innovations and
development
 Different Language
Interpretations
 Different Image
Interpretations
 Different interpretation
based on culture

Words are used to promote and advertise yet the
public interpret each message differently depending
on how they understand it.

The images used to depict the advantage of a
particular product over its competitor are used to
persuade customers to buy it. Customer’s
interpretation varies from person to person

With implicative advertisements, consumers are left
on their own to understand and interpret a
particular ad.
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