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The Consumer as an Individual

The Consumer as an Individual. Learning. Needs wants, and desires. Tension. Drive. Behavior. Goal or need fulfill- ment. Cognitive processes. Tension reduction. Figure 4.1 Model of the Motivation Process. Types of Needs. Innate Needs

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The Consumer as an Individual

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  1. The Consumer as an Individual

  2. Learning Needs wants, and desires Tension Drive Behavior Goal or need fulfill- ment Cognitive processes Tension reduction Figure 4.1 Model of the Motivation Process

  3. Types of Needs • Innate Needs • Physiological (or biogenic) needs that are considered primary needs or motives • Acquired needs • Generally psychological needs that are considered secondary needs or motives

  4. Goals • Generic Goals • the general categories of goals that consumers see 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 Im/Sciences or Lums etc.”

  5. The Selection of Goals • The goals selected by an individual depend on their: • Personal experiences • Physical capacity • Prevailing cultural norms and values • Goal’s accessibility in the physical and social environment

  6. Figure 4.3 Achieving Goals bySubscribing to a Magazine

  7. Figure 4.4 Different Appeals for Same Goal Object

  8. Positive Motivation A driving force toward some object or condition Approach Goal A positive goal toward which behavior is directed Negative Motivation A driving force away from some object or condition Avoidance Goal A negative goal from which behavior is directed away Motivations and Goals

  9. Rational Versus Emotional Motives • Rationality (logical) 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

  10. 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 and higher goals for themselves

  11. Figure 4.6 New and Higher Goals Motivate Behavior

  12. Figure 4.7 Changing Consumer Needs

  13. Frustration Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.

  14. Defense Mechanism Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

  15. Aggression Rationalization Regression Withdrawal Projection Identification Table 4.2 Defense Mechanisms

  16. Arousal of Motives • Physiological arousal • Emotional arousal • Cognitive arousal • Environmental arousal

  17. Philosophies Concerned With Arousal of Motives • Behaviorist School • Behavior is response to stimulus • Elements of conscious thoughts are to be ignored • 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

  18. Figure 4.9 Maslow’s Hierarchy of Needs Self-Actualization (Self-fulfillment) Safety and Security Needs (Protection, order, stability) Ego Needs (Prestige, status, self esteem) Social Needs (affection, friendship, belonging) Physiological Needs (Food, water, air, shelter, sex)

  19. Table 4.3 Murray’s List of Psychogenic Needs Needs Associated with Inanimate (unresponsive) Objects: Acquisition, Conservancy, Order, Retention, Construction Needs Reflecting Ambition, Power, Accomplishment, and Prestige: Superiority, Achievement, Recognition, Exhibition, Needs Connected with Human Power: Dominance, Deferrence, Similance, Autonomy,

  20. Table 4.3 Murray’s List of Psychogenic Needs Sado-Masochistic Needs : Aggression, Needs Concerned with Affection between People: Affiliation, Rejection, Needs Concerned with Social Intercourse: Exposition

  21. Figure 4.10 Appeal to Egoistic Needs

  22. Figure 4.11 Appeal to Self-Actualization

  23. A Trio of Needs • Power • individual’s desire to control environment • Affiliation • need for friendship, acceptance, and belonging • Achievement • need for personal accomplishment • closely related to egoistic and self-actualization needs

  24. Figure 4.12 Appeal to Power Needs

  25. Figure 4.13 Appeal to Affiliation Needs

  26. Figure 4.14 Appeal to Achievement Needs

  27. Motivational Research Qualitative research designed to uncover consumers’ subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.

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