Consumer Behavior ch3

The Consumer Motivation : 

The Consumer Motivation Motivation : internal drive , internal mechanism to stimuli for the right direction Hawkins ‘ Best : Motivation is a reason for behavior Motive is an unobservable inner force

Slide 2: 

Motivation process 1. Mowen and Minor model need recognition drive state goal-directed behavior incentive objects affect or feelings 2. Solomon model State of tension > drive

Slide 3: 

Theories of motivation 1. Maslow ‘ s hierarchy of needs Hypothesis 1. unlimited needs 2. hierarchy needs 3. primary needs response before 4. next step to serve later

Slide 4: 

Level 1. Physiological needs : basic needs 2. Safety needs : harmavoidance needs , fear appeal 3. Social needs : love & belongingness , affiliation need 4. Esteem needs or Egoistic needs : self , ego 5. Self-actualization needs or self-fulfillment needs : 2. McClelland model Research 1. Need for achievement 2. Need for affiliation 3. Need for power

Slide 5: 

3. Murray’ s list of human needs List 1. abasement 11. harmavoidance 2. achievement 12. infavoidance 3. affiliation 13. nurturance 4. aggression 14. order 5. autonomy 15. play 6. counteraction 16. rejection 7. defendance 17. sentience 8. deference 18. sex 9. dominance 19. succorrance 10. exhibition 20. understanding

Slide 6: 

4. McGuire theories 1. Need for consistency : is consumer ‘s need that want to mix all parts together ex. attitude , behavior , opinion , self-image involve “ cognitive dissonance” 2. Need to attribute causation : want to know who or what persuade contingency involve “ attribution theory ” 3. Need to categorize : is all person wanted for classified data and the perfect experience 4. Need for cues : reflex to observe , incident or symbol for defining an opinion or feeling , impression , attitude and drawing inferences , subtle meaning , desired image , lifestyle

Slide 7: 

5. Need for independence : self-government 6. Need for novelty : variety-seeking behavior , brand switching , impulse purchasing 7. Need for self-expression : social status 8. Need for ego-defense : self-image , self-concept 9. Need for reinforcement : reward , drive 10. Need for affiliation : helpful each other , lovership , appreciation 11. Need for modeling : reference group

Slide 8: 

Motivation and Marketing strategies Conflict 1. Approach-approach conflict : faced 2 way that equal desire or want solving : Choosing one and deleting one serving before paying after 2. Approach-avoidance conflict : divide 2 way (positive & negative valence) solving : design product in positive benefit 3. Avoidance-avoidance conflict : faced 2 way in negative valences , neither want nor solving : follow up letter , after sale services , tension minimization