Motivation and ValuesPPT演示模板

Measuring Involvement: Developing Involvement Profiles
Personal Interest in a Product Category
Negative Consequences of a Poor Product Choice
Probability of Making a Bad Purchase
– Hedonic: an experiential need, involving emotional responses or fantasies.
The Motivation Process
Tension Drive Strength Drive Direction
Behavior Want Goal
Needs Versus Wants
Specific Way a Need is Satisfied Depends on: Individual’s Unique History, Learning Experiences
and Cultural Environment.
Types of Needs
Message-Response
Refers to a Consumer’s Interest in Processing
Marketing Communications.
Ego-Involvement
Refers to the Importance of a Product to a Consumer’s Self-Concept.
• Once a need is aroused, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need.
• Needs can be:
– Utilitarian: a desire to achieve some functional or practical benefit.
Expectancy Theory
Behavior is Largely Pulled by Expectations of Achieving Desirable Outcomes - Positive Incentives - Rather Than Pushed From Within.
Motivational Direction
Avoidance-Avoidance
Two Undesirable
Consequences
Classifying Consumer Needs
Achievement
Affiliation
Power
Uniqueness
Maslow’s Hierarchy of Needs
Self
Actualization
Include Celebrity Endorsers
Incre
Use Novel Stimuli
Use Prominent Stimuli
Values
• A belief that some condition is preferable to its opposite.
Motivational Strength
The Degree to Which a Person is Willing to Expend Energy to Reach One Goal as Opposed to Another.
Biological Vs. Learned Needs
Drive Theory
The Motivation to Process Information
Levels of Involvement
Simple Processing
Elaboration
The Many Faces of Involvement
Product
Related to a Consumer’s Level of Interest in a Particular Product.
CONSUMER BEHAVIOR Fourth Edition
Michael R. Solomon
Chapter 4 Motivation and Values
Motivation
• Motivation refers to the processes that cause people to behave as they do.
Biogenic Psychogenic Utilitarian Hedonic
Motivational Direction
Motivational Conflicts
Approach-Approach
Two Desirable Alternatives
Approach-Avoidance
Negative Consequences
Esteem Social
Safety Physiological
Consumer Involvement
Involvement
The Level of Perceived Personal Importance and/or Interest Evoked by a Stimulus
Involvement
Focuses on Biological Needs that Produce Unpleasant States of Arousal, i.e. Hunger.
Homeostasis: Behavior Which Tries to Reduce or Eliminate This Unpleasant State and Return to Balance.
Pleasure Value of the Product Category
Sign Value of the Product Category
Strategies to Increase Involvement
Build a Bond With the Consumer
Appeal to Hedonic Needs