Date post: | 09-Apr-2018 |
Category: |
Documents |
Upload: | suseela-krishnan |
View: | 225 times |
Download: | 0 times |
of 16
8/8/2019 Chap 2 Motivation
1/16
Consumer
Behavior
Motives & Emotions
8/8/2019 Chap 2 Motivation
2/16
CONSUMER MOTIVATION
Drive
Energy That Impels Us to Act
Human Drive
Effort to Attain a Goal Object
Goal Object
Something We Seek
That Which We Judge Will Bring UsComfort/Value
Purposive Behavior
Expenditure of Energy toward a Goal Object
8/8/2019 Chap 2 Motivation
3/16
Socially Acceptable Responses
What is a good person supposed to be?
What's society's collective prescription?
Should we be humble or proud?
Restrained or self-indulgent?
Self-sacrificing or self-seeking?
Independent or dependent?
Serious or frivolous?
Hard-working or lazy?
8/8/2019 Chap 2 Motivation
4/16
Pluralistic Ignorance
Often consumers don't report their realmotives, even when they know very wellwhat they are.
They may think everybody else's motivesare more noble or valid.
Each thinks he or she is the only one whowants the product for such
"unacceptable" reasons.
8/8/2019 Chap 2 Motivation
5/16
Structure of Motives
Motives have two main parts:
Direction
The product, brand, service, or store.
Intensity
A strong, moderate, or weak drive.
8/8/2019 Chap 2 Motivation
6/16
Guiding Direction of Motives
Marketers have few choices:
Shift the motives to focus on the goods inquestion, or
Realign the product or service offering to putit in line with the motives, or
Both shift the focus and realign the brand,product, service or store, or
Abandon those particular motives in favor ofsome others.
8/8/2019 Chap 2 Motivation
7/16
WorkingWith Motive Intensity
Price is the enemy of purchase motives
Marketers have two basic choices:
Increase the intensity of buying motives
Make needs and benefits more salient
Provide incentives to purchase
Make the goods less dear by reducing price
8/8/2019 Chap 2 Motivation
8/16
Motive Direction and Conflict
Approach Motivation
The Object or Condition Is Attractive
Avoid Motivation
The Object or Condition Is Repulsive
Approach-Avoid Conflict
Both Attractive and Repulsive Attributes
Approach-Approach Conflict Exclusive Objective Are Both Attractive
Avoid-Avoid Conflict
Exclusive Objective Are Both Repulsive
8/8/2019 Chap 2 Motivation
9/16
Murrays List ofNeeds
Autonomy
Dominance
Nurturance
Exhibition
Cognizance
Exposition
8/8/2019 Chap 2 Motivation
10/16
Dichters Subconscious Motives
Mastery over Environment
Masculinity
Individuality
Status
Love and Affection
8/8/2019 Chap 2 Motivation
11/16
Motivation Research
Undisguised Questioning
Disguised Questioning
Third Person
Mason Haire Method
Word Association
Sentence Completion
Story Completion
8/8/2019 Chap 2 Motivation
12/16
Consumer Emotions
Sudden Surge of Feelings
May Produce a Strong Drive
To Approach the Source of that Feeling
or
To Avoid the Source of that Feeling
Thus, Emotions Serve as Motivation
8/8/2019 Chap 2 Motivation
13/16
Open Mentis 2007
ATypology of Emotions
Plutchniks Circle
8/8/2019 Chap 2 Motivation
14/16
Consumer Moods
Mild Emotional States
Transient, Short-Lived
May be Background or Foreground
May Arise From
Internal Sources
External Stimuli
May be Background or Foreground
MoodsMay
Produce Consumer Activity or
Inhibit Consumer Activity
May be Created by the Retail Atmosphere
Consumers may Linger
Consumers may Leave
8/8/2019 Chap 2 Motivation
15/16
Hedonic Motives
Seeking Recreation
Seeking Pleasure
Modes of Intrinsic
Motivation
Sensory Pleasure
Aesthetic pleasure
Emotional Experience
Fun and Play
8/8/2019 Chap 2 Motivation
16/16
Consumer Involvement
Degree of Interest
In a Product
In a Service
In a Brand
In an Outlet
Types of Involvement
Enduring Involvement Situational Involvement
Purchase Decision Involvement
Deep Involvement