Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
MOTIVATION
NEEDS AND GOALS
CASE STUDY
Unfilled needs,
Behavior/ Goal
Wants & desires Tension Drive
Action /need fulfillment
Cognitive processes
Tension reduction
Intake needs
Acquired needs
Generic goals
Rationalization
Regression
Withdrawal
Projection
Daydreaming
Identification
Repression
Maslow’s Hierarchy of Needs
Self
Actualization
Esteem needs
Social needs
Physiological needs
Evaluating Needs
5 levels…higher the driving force
It can’t be tested
Power
Affiliation
Achievement
Power
Power needs relates to an individual’s desire
to control his or her own environment
It includes need to control other persons and
various objects
It is an ego or self esteem need
Affiliation
This need suggests that behavior is strongly
influenced by desire for friendship, for
acceptance, for belonging
People are socially dependent on others
market research
Ethics and consumer
Motivation
Creating needs and manipulating into buying
unethical
Advertising helps motivating
Market Trend
Perception of higher capacity
Success of CBZ
Launch
Twins launched
Redefined the trend
“Definitely male”…
New TG “21-35”
What’s next ???
Distinctly ahead