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Acquired Needs
Learned in response to our culture or
environment. Are generally psychological and
considered secondary needs
DEFINE NEEDS
We use the term need when referring to any human requirement,
although there is a variety of other words that may be sued such
as wants or desires.
2 types;
1. physical needs,
2. acquired needs
Every individual has needs; some are innate, others are acquired, but, most
importantly, needs underlie all human action. Innate needs are physiological
(i.e. biogenic); they include the needs for food, water, air, clothing, shelter and
sex. Because they are needed to sustain biological life, biogenic needs are
considered primary needs or motives.
Acquired needs
This are needs that we learn in response to our culture or environment.
They may include the need for self-esteem, prestige, affection, power or
learning. Because acquired needs are generally psychological (i.e. psychogenic),
they are considered secondary needs or motives.
Is a body spray
an innate or
acquired
need?
Goals
The sought-after results of motivated behavior
Generic goals are general categories of goals
that consumers see as a way to fulfill their
needs
They use the term rationality in the traditional economic sense, which assumes
that consumers behave rationally when they carefully consider all alternatives
and choose those that give them the greatest utility
Positive Negative
Motivation Motivation
A driving force toward A driving force away from
some object or some object or condition
condition Avoidance Goal
Approach Goal A negative goal from
A positive goal toward which behavior is
which behavior is directed away
directed
Frustration
Failure to achieve a goal often results in feelings of frustration. Individuals react
differently to frustrating situations.
Some people are adaptive and manage to cope by finding their way around the obstacle
or, if that fails, by selecting a substitute goal.
Some people are less adaptive and may regard their inability to achieve a goal as a
personal failure and experience feelings of anxiety.
PROJECTION: redefining the frustrating situation by projecting blame for his own
failure on other people or object. The driver who has a car accident may blame the other
driver or the condition of the road, weather, or other things.
AUTISM: autism or autistic thinking is simply day dreaming. Such day dreaming
enables the individual to attain imaginary gratification of unfulfilled needs.
The ad for flats of many builders goes like Own flat for the middle income groups at
20,000 taka per month with 5 lakh taka as down payment.
Aggression Projection
Rationalization Autism
Regression Identification
Withdrawal Repression
Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
Physiological Arousal(bodily needs)
This is the state where we are exploring, learning and discovering interesting
things.
Some people are more easily stimulated by cognitive arousal than others. When
aroused, some are more focused on learning whilst others (often 'experts') are
more likely to act to display and defend their pre-existing ideas and knowledge.
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Self-Actualization needs - Open University, and that's about it; little else in
mainstream media because only 2% of population are self-actualizers, so they
don't constitute a very big part of the mainstream market
Alderfers ERG Theory:
Alderfer has categorized the various needs into three categories:
1. EXISTENCE NEEDS,
2. RELATEDNESS NEEDS, AND
3. GROWTH NEED
1. Existence Needs:
Existence needs include all needs related to
physiologicaland safety aspects of an individual. Thus, existence needs group
physiological and safety needs of Maslow into one category as these have similar
impact on the behavior of the individual.
2. Relatedness Needs:
Relatedness needs include all those needs that involverelationship with other people
whom the individual cares. Relatedness needs cover Maslows social needs and that
part of esteem needs which is derived from the relationship with other people.
3. Growth needs:
Growth needs involve the individual making creative efforts
to achieve full potential in the existing environment.
These include Maslow's self actualization need as wells that part of the esteem need
which is internal to the individual like feeling of being unique, felling of personal
growth, etc.
Herzbergs Motivation-Hygiene Theory:
Hygiene factors-
Extrinsic ( Environmental ) factors that create job dissatisfaction, Salary, policies
Motivation Factors-
Intrinsic ( Psychological ) factors that create job satisfaction Like Recognisaton, growth,
respect, self achievement, self image.
Motivation Factors-
They are also known as satisfiers. These are related with the job content.
Their absence or decrease will affect the level of job satisfaction. These factors are
achievement, advancement, work itself, possibility of growth and responsibility.
Hygiene Factor:
These factors provide no motivation to employees but the absence
of these factors serves as dissatisfies. Many of these factors are traditionally
perceived by management as motivators but these are really more potent
as dissatisfies. These are called Hygiene Factors because they support the mental
health of employees.
Some of the Hygiene Factors are,
Wages, salary and other types of employee benefits.
Company policies and administrative rules that govern the working environment.
Interpersonal relation with peers, supervisors and subordinates. Cordial relation
will prevent frustration and dissatisfaction.
Working conditions and job security. The job security may be in the form of
tenure or it could be supported by a strong union
MC guires Psychological motives
Need for affiliation(The affiliation need suggests that behavior is highly influenced by the
desire for friendship, for acceptance, and for belonging)
Need for achievement(Individuals with a strong need for achievement often regard
personal accomplishment as an end in itself. tend to be more self-confident, enjoy
taking calculated risks, actively research their environments, and value feedback
Competence motive
Power motive(The power need relates to an individuals desire to control his or her
environment.
Aggression motive
It is the desire to be with others and have harmonious and satisfying relationships.
A need for affiliation drives a person to be with different kind of people and have
many differen tkinds of relationships.
People, who are high on need for affiliation like to spend time with others, they like
to be with others, they like to form friendships and more and more intimate
relationships.
They try to seek out pleasure by being in the company of others. They have a
desire for acceptance and approval from others. They have a need to be liked by
others.
They choose work that enables them to be with more and more people and that
requires social interaction.
They also tend to conform to others. People affiliate to have interesting and lively
interactions that create some sort of positive stimulation. People affiliate to
compare themselves with others to know exactly where they belong in a particular
task. This reduces uncertainty among them and they are able to get some kind of
feedback about themselves
Need for achievement
People who are high on need for achievement choose tasks that are
moderately difficult for them.
They are persistent and do not give up till they have a sense of
accomplishment. They are intrinsically motivated. They do things for a sense of
pleasure and satisfaction and not for extrinsic rewards like money.
They also prefer to have accurate feedback about themselves. They are clear
about their strengths and weaknesses.
The term authority is often used for power, perceived as legitimate by the social
structure.
Power can be seen as evil or unjust, but the exercise of power is accepted as
endemic to humans as social beings. A type of power is Reward.
Reward Power depends upon the ability of the power wielder to confer valued
material rewards; it refers to the degree to which the individual can give others a
reward of some kind such as benefits, time off, desired gifts, promotions
or increases in pay or responsibility.
This power is obvious but also ineffective if abused. People who abuse reward
power can become pushy or became reprimanded for being too forth coming or
'moving things too quickly'. Recent experimental psychology suggests that the
more power one has, the less one takes on the perspective of others, implying
that the powerful have less empathy.
A Trio of Needs
Power
individuals desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment
closely related to egoistic and self-actualization
needs
Measurement of Motives
Researchers rely on a combination of
techniques
Combination of behavioral, subjective, and
qualitative data
Construction of a measurement scale can be
complex
Motivational Research
Qualitative research designed to uncover
consumers subconscious or hidden
motivations
Attempts to discover underlying feelings,
attitudes, and emotions
Qualitative Motivational Research
Metaphor analysis
Storytelling
Word association and sentence completion
Thematic apperception test
Drawing pictures and photo-sorts
Many Companies Specialize in Motivational
Research
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Definition of Personality?
Personality
Heredity
Environment
Situation
Culture
Family and social background
Id
Psychoanalysis:
Freuds Theory of Personality
Assertive(confident) Timid
Outgoing Quiet
Talkative Reserved
Open
Agreeableness refers to an individuals behavior towards
others while interacting with them.
Calm Nervous
Self-confident Depressed
Secure Insecure
Openness to experience measures the individuals ability to
be open to any kind of experience that helps him/her to do
the job effectively.
More Uncomfortable
Approachable Practical
Creative Traditional
Imagination Down-to-earth
Curiosity Conservative
Big Five Personality Traits
Extroversion
This trait includes characteristics such as excitability, sociability,
talkativeness, assertiveness, and high amounts of emotional
expressiveness.
Sociable, gregarious, and assertive
I love excitement and am a cheerful person
Agreeableness
This personality dimension includes attributes such as trust,
altruism, kindness, affection, and other prosocial behaviors.
Good-natured, cooperative, and trusting.
People find me warm and generous and selfless
Conscientiousness
Common features of this dimension include high levels of
thoughtfulness, with good impulse control and goal-directed
behaviors
1.Consumer innovativeness.
2.Dogmatism.
3.Social character.
4.Need for uniqueness.
5.Optimum stimulation level
6.Variety-novelty seeking.