consumer behaviour motivation
TRANSCRIPT
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The Consumer as anIndividual
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Model of the Motivation Process
Learning
Needs
wants,
and
desires
Tension
Goal or
need
fulfill-
ment
Drive Behavior
Cognitive
processes
Tension
reduction
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Types of Needs
Innate Needs
Physiological (orbiogenic) needs that are
considered primary needs or motives (like needfor water, air, sunlight)
A
cquired needs Generally psychological (orpsychogenic) needsthat are considered secondary needs or motives.The needs acquired in the process of becominga member of a particular society.
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Goals
Generic Goals
the general categories of goals that consumerssee as a way to fulfill their needs
e.g., I want to get a graduate degree.
Product-Specific Goals
the specifically branded products or services
that consumers select as their goals e.g., I want to get an MBA in Marketing from
Amity University, U P.
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The Selection ofG
oals
The goals selected by an individual dependon their:
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goals accessibility in the physical and socialenvironment
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Figure 4.4 Different Appeals for
Same Goal Object
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Motivations and
Goals
PositiveMotivation
A driving force
toward some
object or condition
ApproachGoal
A positive goaltoward which
behavior is directed
NegativeMotivation
A driving force
away from some
object or condition
AvoidanceGoal
A negative goal fromwhich behavior is
directed away
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Rational Versus Emotional
Motives
Rationality implies that consumers selectgoals based on totally objective criteria such
as size, weight, price, or miles per gallon Emotional motives imply the selection of
goals according to personal or subjective
criteria
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The Dynamic Nature of
Motivation
Needs are never fully satisfied
New needs emerge as old needs are satisfied
People who achieve their goals set new andhigher goals for themselves
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Frustration
Failure to achieve a
goal may result in
frustration. Someadapt; others adopt
defense mechanisms
to protect their ego.
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DefenseDefenseMechanismMechanism
Methods by which
people mentally
redefine frustratingsituations to protect
their self-images and
their self-esteem.
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Defense Mechanisms
Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression
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Arousal ofM
otives Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
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Philosophies Concerned With
Arousal ofMotives
Behaviorist School
Behavior is response to stimulus
Elements of conscious thoughts are to beignored
Consumer does not act, but reacts
Cognitive School Behavior is directed at goal achievement
Need to consider needs, attitudes, beliefs, etc.in understanding consumer behavior
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Physiological Needs
(Food, water, air, shelter, sex)
Safety and Security Needs
(Protection, order, stability)
Social Needs
(affection, friendship, belonging)
Maslows Hierarchy of Needs
Ego Needs
(Prestige, status, self esteem)
Self-Actualization(Self-fulfillment)
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Types of Need Need for affiliation
Need for power
Need for achievement
Need for uniqueness
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Murrays List of
Psychogenic Needs
Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power,
Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:Dominance, Deferrence, Similance, Autonomy, Contrariance
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Murrays List of
Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:Cognizance, Exposition
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Appeal to Egoistic Needs
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Appeal to
Self-
Actualization
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A Trio of Needs
Power
individuals desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment closely related to egoistic and self-actualization
needs
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Appeal toPower Needs
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Appeal to
Affiliation
Needs
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Appeal to
Achievement
Needs
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MotivationalMotivationalResearchResearch
Qualitative research
designed to uncoverconsumers
subconscious or hidden
motivations.
Consumers are not
always aware of, or
may not wish to
recognize, the basicreasons underlying their
actions.