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    Chapter 4Consumer Motivation

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    1. Meeting changes and challenges Schiffman et al, Ch 12. Consumer Research Schiffman et al, Ch 23. Market Segmentation Schiffman et al, Ch 34. Consumer Motivation. Schiffman et al, Ch 45. Personality and CB. Schiffman et al, Ch 56. Consumer Perception Schiffman et al, Ch 67.Consumer learning Schiffman et al, Ch 78. Mid exam Schiffman et al, Ch 1-7

    9. Consumer Attitude Formation and change Schiffman et al, Ch 910. Communication and Consumer Behavior Schiffman et al, Ch 911. Reference Groups and family reference Schiffman et al, Ch 1112. Influence of culture on Consumer Behavior Schiffman et al, Ch 1213. Cross-Cultural Consumer Behavior Schiffman et al, Ch 1414. Consumer Influence and the

    Diffusion of InnovationSchiffman et al, Ch

    1515. Consumer Decision Making and beyond Schiffman et al, Ch

    1616.Final Exam

    Schiffman et al, Ch1 - Ch 16

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    Co ri ht 2007 b Prentice Hall

    Needs and Motivation

    Needs are the essence of the marketing

    concept. Marketers do not create needs

    but can make consumers aware of needs.

    Motivation is the driving force within

    individuals that impels them to action.

    Motive

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    Figure 4.1 Model of the motivation process

    4. Stabilize heel

    1.Run faster

    2.Have good health

    3. Live a long life

    Nike

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    Types of Needs

    1. Innate Needs

    1. Physiological (or biogenic) needs that are considered

    primary needs or motives

    2. Acquired Needs

    1. Learned in response to our culture or environment.

    Are generally psychological and considered

    secondary needs

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    Is a body spray an

    innate or acquired

    need?

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    Goals

    1. The sought-afterresults of

    motivated behavior

    2. Generic goalsare general

    categories of goals that

    consumers see as a way to fulfill

    their needs

    3. Product-specific goalsarespecifically branded products or

    services that consumers select as

    their goals

    Tropical Brand

    Bodyspray

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    Figure 4-2b

    Goals Structure for Weight Control

    WC

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    Weight Control Giants

    weblink weblink

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    The Selection ofGoals

    The goals selected by an individual depend on

    their:

    1. Personal experiences

    2. Physical capacity

    3. Prevailing cultural norms and values

    4. Goals accessibility in the physical and social

    environment

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    Motivation and Goals

    Positive Motivation

    A driving forcetoward some objector condition

    Approach Goal

    A positive goaltoward whichbehavior is directed

    Negative Motivation

    A driving force awayfrom some object orcondition

    Avoidance Goal

    A negative goal fromwhich behavior isdirected away

    Dream Atlanta

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    Rational versus Emotional Motives

    1. Rationality implies that consumers select goals

    based on totally objective criteria such as size,

    weight, price, or miles per gallon

    2. Emotionalmotives imply the selection of goals

    according to personal or subjective criteria

    Nicole

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    Arousal of Motives

    1. Physiological arousal

    2. Emotional arousal

    3. Cognitive arousal4. Environmental arousal

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    Philosophies Concerned with of

    Arousal Motives1. Behaviorist School

    1. Behavior is response to stimulus

    2. Elements of conscious thoughts are to be ignored

    3. Consumer does not act, but reacts

    2. Cognitive School

    1. Behavior is directed at goal achievement

    2. Needs and past experiences are reasoned,

    categorized, and transformed into attitudes and

    beliefs

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    Maslows Hierarchy of NeedsFigure 4.10

    weblink

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    This ad reflects

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    with a

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