Beruflich Dokumente
Kultur Dokumente
Consumer Motivation
Schiffman et al, Ch 1 Schiffman et al, Ch 2 Schiffman et al, Ch 3 Schiffman et al, Ch 4 Schiffman et al, Ch 5 Schiffman et al, Ch 6 Schiffman et al, Ch 7 Schiffman et al, Ch 1-7 Schiffman et al, Ch 9
4. Consumer Motivation.
5. Personality and CB. 6. Consumer Perception 7.Consumer learning 8. Mid exam 9. Consumer Attitude Formation and change 10. Communication and Consumer Behavior 11. Reference Groups and family reference 12. Influence of culture on Consumer Behavior 13. Cross-Cultural Consumer Behavior 14. Consumer Influence and the Diffusion of Innovation
16.Final Exam
Figure 4.1
1.Run faster
Types of Needs
1. Innate Needs
1. Physiological (or biogenic) needs that are considered primary needs or motives
2. Acquired Needs
1. Learned in response to our culture or environment. Are generally psychological and considered secondary needs
Goals
1. The sought-after results of motivated behavior 2. Generic goals are general categories of goals that consumers see as a way to fulfill their needs 3. Product-specific goals are specifically branded products or services that consumers select as their goals
Copyright 2007 by Prentice Hall
Bodyspray
Tropical Brand
Figure 4-2b
WC
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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
Nicole
Copyright 2007 by Prentice Hall
Arousal of Motives
1. 2. 3. 4. Physiological arousal Emotional arousal Cognitive arousal Environmental arousal
2. Cognitive School
1. Behavior is directed at goal achievement 2. Needs and past experiences are reasoned, categorized, and transformed into attitudes and beliefs
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