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Consumer Motivation
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
4-3
4-4
Types of Needs
Innate Needs
Physiological (or biogenic) needs that are
considered primary needs or motives
Acquired Needs
Learned in response to our culture or
environment. Are generally psychological
and considered secondary needs
4-5
Is a body spray
an innate or
acquired
need?
4-6
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
Product-specific goals are specifically
branded products or services that
consumers select as their goals
4-7
Figure 4-2c
Goals Structure for Weight Control
4 - 10
4 - 12
Negative
Motivation
A driving force away
from some object or
condition
Avoidance Goal
A negative goal from
which behavior is
directed away
4 - 14
4 - 15
4 - 17
Substitute Goals
Are used when a consumer cannot
attain a specific goal he/she anticipates
will satisfy a need
The substitute goal will dispel tension
Substitute goals may actually replace
the primary goal over time
4 - 18
Frustration
Failure to achieve a goal may result in
frustration.
Some adapt; others adopt defense
mechanisms to protect their ego.
4 - 19
Defense Mechanism
Methods by which people mentally
redefine frustrating situations to
protect their self-images and their selfesteem
4 - 20
What type of
defense
mechanism is
this
spokesperson
using in this
ad?
4 - 21
Table 4.2
Defense Mechanisms
Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression
4 - 22
Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
4 - 23
Cognitive School
Behavior is directed at goal achievement
Needs and past experiences are reasoned,
categorized, and transformed into attitudes and
beliefs
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weblink
4 - 25
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 selfactualization needs
4 - 30
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
4 - 31
Motivational Research
Qualitative research designed to
uncover consumers subconscious or
hidden motivations
Attempts to discover underlying
feelings, attitudes, and emotions
4 - 32
Qualitative Motivational
Research
Metaphor analysis
Storytelling
Word association and sentence
completion
Thematic apperception test
Drawing pictures and photo-sorts
4 - 33