Скачать презентацию CONSUMER MOTIVATION Chapter 4 MOTIVATION It Скачать презентацию CONSUMER MOTIVATION Chapter 4 MOTIVATION It

916be75cd21937c8ff7e34d31f796c27.ppt

  • Количество слайдов: 11

CONSUMER MOTIVATION Chapter 4 CONSUMER MOTIVATION Chapter 4

MOTIVATION • It is the driving force that impels consumers to action • Individuals MOTIVATION • It is the driving force that impels consumers to action • Individuals strive to reduce tension through behavior that they anticipate will fulfill their needs • Goals are the sought- after results of motivated behavior

Model of Motivation Personal experience Physical capacity Innate /primary Acquired/secondary needs Tension, motivation , Model of Motivation Personal experience Physical capacity Innate /primary Acquired/secondary needs Tension, motivation , drive prevailing cultural norms & values goal accessibility social/physical environment Own perception – self image Generic goals Product specific

 • Needs and goals are interdependent Social needs Power needs Physiological Psychological clubs, • Needs and goals are interdependent Social needs Power needs Physiological Psychological clubs, groups position, office food, shelter, clothes popularity, successful grades, performance

MOTIVATION CAN BE 1. POSITIVE OR NEGATIVE drive towards object/condition Need it, want it, MOTIVATION CAN BE 1. POSITIVE OR NEGATIVE drive towards object/condition Need it, want it, desire it – approach e. g. coke to quench thirst drive away from object/condition Fear aversion – avoid E. g. do not smoke – unhealthy Vs. Non cola – healthy negative positive 2. RATIONAL objective assessment of alternatives for greatest utility e. g. Have maximum functions OR EMOTIONAL personal/subjective selection of goals…may not maximize utility or satisfaction e. g. I like the design, my friend has it

Different Schools of Thought Because assessment of satisfaction is a very personal process…own need Different Schools of Thought Because assessment of satisfaction is a very personal process…own need structure, past behavior or social (learned) experiences POSITIVIST isolate causes…thus predict and influence behavior view CB as rationally motivated EXPERIENTIALIST gain insight and understanding of CB in various unique circumstances Often interested in studying hedonistic pleasures

MOTIVATION IS DYNAMIC Changing in reaction to Needs Goals Life’s experiences Individual physical condition MOTIVATION IS DYNAMIC Changing in reaction to Needs Goals Life’s experiences Individual physical condition Environment Interactions with others Many are never fully satisfied New and higher order needs emerge One achieved…set new and higher goals Success or failure …leads to Substitute goals Frustration causes defense mechanisms to protect their ego and self-esteem

CB guided by multiplicity of needs Overriding or pre potent need initiates behavior e. CB guided by multiplicity of needs Overriding or pre potent need initiates behavior e. g. transportation – buy a car Needs and goals vary among individuals One goal - different needs e. g. degree – achievement, income, status One need - different goals e. g. achievement -- degree, job, promotion

MOTIVES ARE AROUSED by internal stimuli: physiological e. g. sugar level, body temperature by MOTIVES ARE AROUSED by internal stimuli: physiological e. g. sugar level, body temperature by emotions day dreaming, bored, happy by cognition reminders of home, activities by environment smell of bakery products, TVCs, goal object Motives are aroused through Behaviorist process Vs. SR model E. g. impulse behavior Reacts to stimuli Buy chewing gum Cognitive process reasoning goal oriented behavior act to satisfy need buy fruit

THEORY OF HEIRARCHY OF NEEDS Maslow’s hierarchy 5 levels of prepotent needs Physiological Safety THEORY OF HEIRARCHY OF NEEDS Maslow’s hierarchy 5 levels of prepotent needs Physiological Safety Social Egoistic Self actualization Needs are diverse, Have variety, Progress from low to higher order Dissatisfaction motivates behavior

Use of Hierarchy of Needs Focus advertising appeals on a need level Facilitates product Use of Hierarchy of Needs Focus advertising appeals on a need level Facilitates product positioning and repositioning Goods segmented by needs/levels Used as basis for market segmentation Examples Power need Affiliation Achievement Convenience Food Safety Security Social Mountain Dew ad Family mixture Credit card gold home delivery service fast foods car locks insurance branded products