consumer behaviour chapter 4 consumer motivation
TRANSCRIPT
CHAPTER FOUR
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Learning Objectives1. To Understand the Types of Human Needs
and Motives and the Meaning of Goals.
2. To Understand the Dynamics of Motivation, Arousal of Needs, Setting of Goals, and Interrelationship Between Needs and Goals.
3. To Learn About Several Systems of Needs Developed by Researchers.
4. To Understand How Human Motives Are Studied and Measured.
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Motivation as a Psychological Force• Motivation is the
driving force within individuals that impels them to action.
• Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.
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Types of NeedsInnate Needs
Physiological (or biogenic) needs that are considered primary needs or motives
Acquired NeedsLearned in response to our culture or
environment. Are generally psychological and considered secondary needs
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GoalsThe sought-after results of motivated
behaviorGeneric goals are general categories of
goals that consumers see as a way to fulfill their needs
Product-specific goals are specifically branded products or services that consumers select as their goals
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The Selection of GoalsThe goals selected by an individual depend
on their:Personal experiencesPhysical capacityPrevailing cultural norms and valuesGoal’s accessibility in the physical and social
environment
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Motivations and Goals
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Rational versus Emotional MotivesRationality implies that consumers select
goals 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 Dynamics of MotivationNeeds are never fully satisfiedNew needs emerge as old needs are satisfiedPeople who achieve their goals set new and
higher goals for themselves
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Substitute GoalsAre used when a consumer cannot attain a
specific goal he/she anticipates will satisfy a need
The substitute goal will dispel tensionSubstitute goals may actually replace the
primary goal over time
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FrustrationFailure to achieve a goal may result in
frustration. Some adapt; others adopt defense
mechanisms to protect their ego.
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Arousal of MotivesPhysiological arousalEmotional arousalCognitive arousalEnvironmental arousal
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Philosophies Concerned with Arousal of MotivesBehaviorist School
Behavior is response to stimulusElements of conscious thoughts are to be
ignoredConsumer does not act, but reacts
Cognitive SchoolBehavior is directed at goal achievementNeeds and past experiences are reasoned,
categorized, and transformed into attitudes and beliefs
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Types and Systems of NeedsHenry Murray’s 28 psychogenic needsAbraham Maslow’s hierarchy of needsA trio of needs
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Murray’s List of Psychogenic Needs
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Murray’s List of Psychogenic Needs (continued)
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Maslow’s Hierarchy of Needs Figure 4.10
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A Trio of NeedsPower
individual’s desire to control environmentAffiliation
need for friendship, acceptance, and belongingAchievement
need for personal accomplishmentclosely related to egoistic and self-actualization
needs
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Measurement of MotivesResearchers rely on a
combination of techniques
Qualitative research is widely used
Projective techniques are often very successful in identifying motives.
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