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CHAPTER 4

CHAPTER 4. CONSUMER MOTIVATION. MOTIVATION AS A PSYCHOLOGICAL FORCE. Motivation is the driving force within individuals that impels them to action. The driving force is produced by a state of tension, which exists as the result of an unfulfilled need.

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CHAPTER 4

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  1. CHAPTER 4 CONSUMER MOTIVATION

  2. MOTIVATION AS A PSYCHOLOGICAL FORCE Motivation is the driving force within individuals that impels them to action. The driving force is produced by a state of tension, which exists as the result of an unfulfilled need. The specific goals they select and the patterns of actions they undertake to achieve their goals are the result of individual thinking and learning

  3. Model of the motivation process Learning Unfulfilled needs, wants & desires Tension Drive Behavior Goal or need fulfillment Cognitive processes Tension reduction

  4. Needs • Innate needs or primary needs are physiological (biogenic), and include the needs for food, water, clothing and shelter. • Acquired needs or secondary needs are learned in response to the culture or environment and include the needs for self-esteem, prestige, affection and power.

  5. Goals Goals are sought-after results of motivated behavior. Needs and goals are interdependent; neither exists without the other. • Generic goals are the general categories of goals that consumers see as a way to fulfill their needs. • Product-specific goals are the specifically branded products or services that consumers select for goal fulfillment.

  6. Positive and Negative Motivation • A positive goal (approach object) is one toward which behavior is directed. • A negative goal (avoidance object) is one from which behavior is directed away.

  7. Rational versus Emotional motives • Rational motives - Consumers select goals based on totally objective criteria. • Emotional motives – Consumers select goals according to personal or subjective criteria.

  8. THE DYNAMICS OF MOTIVATION The reasons why need-driven human activity never ceases are – • Many needs are never fully satisfied • New needs emerge as old needs are satisfied • Success and failure influence goals

  9. Substitute Goals When an individual cannot attain a specific goal, behavior may be directed to a substitute goal. Although it may not be as satisfactory as the primary goal, it may be sufficient to dispel uncomfortable tension.

  10. Frustration Failure to achieve a goal often results in feelings of frustration. The obstacle that prevents attainment of a goal may be - • Personal to the individual • In the physical or social environment People, who cannot cope with frustration, adopt defense mechanisms to protect their egos from feelings of failure.

  11. TYPES AND SYSTEMS OF NEEDSMaslow’s Hierarchy of Needs Dr. Abraham Maslow’s theory identifies five basic levels of human needs, which rank in order of importance from lower-level to higher-level needs. The theory postulates that individuals seek to satisfy lower-level needs before higher-level needs emerge.

  12. Self-fulfillment Prestige, status, self-esteem Affection, friendship Protection, stability Food, shelter

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