文档介绍：Consumer Motivation
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CH5 Motivation
Overview
Definition
Types of Consumer Needs
Motivational Conflict and Need Priorities
Motivational Intensity
The Challenge of Understanding Consumer Motivation
Motivating Consumers
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CH5 Motivation
Definition
Motivation: An inner force which reflects goal-directed arousal
Consumer Motivation: the drive to satisfy both psychological needs through product purchase and consumption
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CH5 Motivation
Types of Consumer Needs...
Physiological Needs
basic human needs, including food, water, and sleep
Safety and Health Needs
Need for Love panionship
Need for Financial Resources and Security
Need for Pleasure
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CH5 Motivation
Types of Consumer Needs (continued)
Social Image Needs
conspicuous consumption
Need to Possess
self-concept
impulse buying
Need to Give
self-gifts
Need for Information
Need for Variety
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CH5 Motivation
Exhibit : Types of Needs
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CH5 Motivation
Motivational Conflicts
Satisfying a need es at the expense of another need--these trade-offs cause motivational conflict
Approach-avoidance conflict
Approach-approach conflict
Avoidance-avoidance conflict
Resolving motivational conflicts requires prioritizing needs--Maslow’s Hierarchy of Needs
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CH5 Motivation
Maslow’s Hierarchy of Needs
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CH5 Motivation
Motivational Intensity
Motivational intensity:
how strongly consumers are motivated to satisfy a particular need
Depends on need’s importance
Involvement
Perceived Risk
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CH5 Motivation
Motivation and Felt Involvement
Involvement:
degree to which an object or behavior is personally relevant
Enduring
Cognitive vs. affective
Response
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CH5 Motivation