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1、 ConsumerMotivation 03 27 CH5Motivation 2 Overview DefinitionTypesofConsumerNeedsMotivationalConflictandNeedPrioritiesMotivationalIntensityTheChallengeofUnderstandingConsumerMotivationMotivatingConsumers 03 27 CH5Motivation 3 Definition Motivation Aninnerforcewhichreflectsgoal directedarousalConsume
2、rMotivation thedrivetosatisfybothpsychologicalneedsthroughproductpurchaseandconsumption 03 27 CH5Motivation 4 TypesofConsumerNeeds PhysiologicalNeedsbasichumanneeds includingfood water andsleepSafetyandHealthNeedsNeedforLoveandCompanionshipNeedforFinancialResourcesandSecurityNeedforPleasure 03 27 CH
3、5Motivation 5 TypesofConsumerNeeds continued SocialImageNeedsconspicuousconsumptionNeedtoPossessself conceptimpulsebuyingNeedtoGiveself giftsNeedforInformationNeedforVariety 03 27 CH5Motivation 6 Exhibit3 6 TypesofNeeds 03 27 CH5Motivation 7 MotivationalConflicts Satisfyinganeedoftencomesattheexpens
4、eofanotherneed thesetrade offscausemotivationalconflictApproach avoidanceconflictApproach approachconflictAvoidance avoidanceconflictResolvingmotivationalconflictsrequiresprioritizingneeds Maslow sHierarchyofNeeds 03 27 CH5Motivation 8 Maslow sHierarchyofNeeds 03 27 CH5Motivation 9 MotivationalInten
5、sity Motivationalintensity howstronglyconsumersaremotivatedtosatisfyaparticularneedDependsonneed simportanceInvolvementPerceivedRisk 03 27 CH5Motivation 10 MotivationandFeltInvolvement Involvement degreetowhichanobjectorbehaviorispersonallyrelevantEnduringvs situationalCognitivevs affectiveResponse
6、03 27 CH5Motivation 11 PerceivedRisk ComponentsuncertaintyconsequencesofoutcomeTypesperformancefinancialphysical safety socialpsychologicaltime 03 27 CH5Motivation 12 RiskReductionStrategies Bytheconsumergatheringinformation safe choicesBymanufacturer retailermoney backguaranteeswarrantiestrialperio
7、ds 03 27 CH5Motivation 13 TheChallengeofUnderstandingConsumerMotivation Reasonsunderlyingconsumermotivationarenotalways obvious ResearchisnecessarytodiscoverrealmotivationsbehindbehaviorsPeopledon talwayswanttodiscloserealreasonsfortheiractionsPeopledon talwaysknowwhytheydowhattheydo unconsciousmotivationMotivationschangeovertime 03 27 CH5Motivation 14 Exhibit3 7 ProjectiveTechniques 03 27 CH5Motivation 15 MotivatingConsumers OvercomingPriceBarriersProvideOtherIncentivesImplementaLoyaltyProgramEnhancePerceivedRiskArousingConsumer sCuriosity
