4. consumer motivation
TRANSCRIPT
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Chapter 4Consumer Motivation
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1. Meeting changes and challenges Schiffman et al, Ch 12. Consumer Research Schiffman et al, Ch 23. Market Segmentation Schiffman et al, Ch 34. Consumer Motivation. Schiffman et al, Ch 45. Personality and CB. Schiffman et al, Ch 56. Consumer Perception Schiffman et al, Ch 67.Consumer learning Schiffman et al, Ch 78. Mid exam Schiffman et al, Ch 1-7
9. Consumer Attitude Formation and change Schiffman et al, Ch 910. Communication and Consumer Behavior Schiffman et al, Ch 911. Reference Groups and family reference Schiffman et al, Ch 1112. Influence of culture on Consumer Behavior Schiffman et al, Ch 1213. Cross-Cultural Consumer Behavior Schiffman et al, Ch 1414. Consumer Influence and the
Diffusion of InnovationSchiffman et al, Ch
1515. Consumer Decision Making and beyond Schiffman et al, Ch
1616.Final Exam
Schiffman et al, Ch1 - Ch 16
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Needs and Motivation
Needs are the essence of the marketing
concept. Marketers do not create needs
but can make consumers aware of needs.
Motivation is the driving force within
individuals that impels them to action.
Motive
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Figure 4.1 Model of the motivation process
4. Stabilize heel
1.Run faster
2.Have good health
3. Live a long life
Nike
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Types of Needs
1. Innate Needs
1. Physiological (or biogenic) needs that are considered
primary needs or motives
2. Acquired Needs
1. Learned in response to our culture or environment.
Are generally psychological and considered
secondary needs
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Is a body spray an
innate or acquired
need?
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Goals
1. The sought-afterresults of
motivated behavior
2. Generic goalsare general
categories of goals that
consumers see as a way to fulfill
their needs
3. Product-specific goalsarespecifically branded products or
services that consumers select as
their goals
Tropical Brand
Bodyspray
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Figure 4-2b
Goals Structure for Weight Control
WC
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Weight Control Giants
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The Selection ofGoals
The goals selected by an individual depend on
their:
1. Personal experiences
2. Physical capacity
3. Prevailing cultural norms and values
4. Goals accessibility in the physical and social
environment
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Motivation and Goals
Positive Motivation
A driving forcetoward some objector condition
Approach Goal
A positive goaltoward whichbehavior is directed
Negative Motivation
A driving force awayfrom some object orcondition
Avoidance Goal
A negative goal fromwhich behavior isdirected away
Dream Atlanta
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Rational versus Emotional Motives
1. Rationality implies that consumers select goals
based on totally objective criteria such as size,
weight, price, or miles per gallon
2. Emotionalmotives imply the selection of goals
according to personal or subjective criteria
Nicole
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Arousal of Motives
1. Physiological arousal
2. Emotional arousal
3. Cognitive arousal4. Environmental arousal
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Philosophies Concerned with of
Arousal Motives1. Behaviorist School
1. Behavior is response to stimulus
2. Elements of conscious thoughts are to be ignored
3. Consumer does not act, but reacts
2. Cognitive School
1. Behavior is directed at goal achievement
2. Needs and past experiences are reasoned,
categorized, and transformed into attitudes and
beliefs
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Maslows Hierarchy of NeedsFigure 4.10
weblink
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This ad reflects
a need for
accomplishment
with a
toothpaste.
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