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Chapter 4

Consumer Motivation

1. Meeting changes and challenges 2. Consumer Research 3. Market Segmentation

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

Schiffman et al, Ch 9 Schiffman et al, Ch 11 Schiffman et al, Ch 12 Schiffman et al, Ch 14

Schiffman et al, Ch 15 Schiffman et al, Ch 16 Schiffman et al, Ch 1 - Ch 16

15. Consumer Decision Making and beyond

16.Final Exam

Needs and Motivation


Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. Motivation is the driving force within individuals that impels them to action.
Motive

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Figure 4.1

Model of the motivation process


Nike

1.Run faster

2.Have good health


3. Live a long life 4. Stabilize heel
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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

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Is a body spray an innate or acquired need?

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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
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Bodyspray

Tropical Brand

Figure 4-2b

WC

Goals Structure for Weight Control

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Weight Control Giants

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The Selection of Goals


The goals selected by an individual depend on their:
1. 2. 3. 4. Personal experiences Physical capacity Prevailing cultural norms and values Goals accessibility in the physical and social environment

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Motivation and Goals


Dream Atlanta

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

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Rational versus Emotional Motives


1. Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon 2. Emotional motives imply the selection of goals according to personal or subjective criteria

Nicole
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Arousal of Motives
1. 2. 3. 4. Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

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Philosophies Concerned with of Arousal Motives


1. Behaviorist School
1. Behavior is response to stimulus 2. Elements of conscious thoughts are to be ignored 3. Consumer does not act, but reacts

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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Maslows Hierarchy of Needs


Figure 4.10

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This ad reflects a need for accomplishment with a toothpaste.

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