Furthermore, the lower needs were more powerful prepotent than the higher needs. The more these basic needs were satisfied, the better would be the psychological health of the individual Lester, The needs are often visualised as a pyramid to effectively demonstrate the theory. The cognitive motives focus on the individuals need for being adaptively oriented towards their environment and achieving a sense of meaning.
Cognitive Growth Motives Need for Autonomy active, internal Need for Autonomy active, internal Need for Stimulation active, external Need for Stimulation active, external Teleological Need passive, internal Teleological Need passive, internal Utilitarian Need passive, external Utilitarian Need passive, external The need for observable cues regarding the desired image sought Affective Preservation Motives 3. Affective Growth Motives 4.
Affective Growth Motives Need for Assertion active, internal Need for Assertion active, internal Need for Affiliation active, external Need for Affiliation active, external Need for Identification passive, internal Need for Identification passive, internal Need for Modeling passive, external Need for Modeling passive, external Applications in Consumer Behavior The Mercedes-Benz ad provides an excellent example of targeting women high in need for assertion They are competitive achievers, seeking success, admiration, and dominance.
Important to them are power, accomplishment, and esteem. Motivation Theory and Marketing Strategy Consumers do not buy products; instead they buy motive satisfaction or problem solutions. Do marketers create needs? Motivation Theory and Marketing Strategy Marketers do create demand! It is caused by a need or motive, but it is not the motive. Discovering purchase motives Latent motives Manifest motives Projective techniques are designed to provide information on latent motives.
Impact of Magazine covers?? Latent and manifest motives in a purchase situation Motivation Theory and Marketing Strategy Marketing Strategies Based on Multiple Motives Communication Strategy 1 Product advertising must communicate multiple benefits 3 2 Indirect appeals are Direct appeals are often frequently used for latent effective for manifest motives motives Latent Manifest Motives Motives Approach-avoidance motivational conflict in advertising While motivations are the energizing and directing force that makes consumer behavior purposeful and goal directed, the personality of the consumer guides and directs the behavior chosen to accomplish goals in different situations.
Five-Factor Model Psychoanalytic Approach Freud Basic instinctive needs, animal like, strong sexual Id Id connotations How society expects us to behave- norms and values Superego Superego The balancing centre- to Ego Ego achieve rational behavior acceptable to society Personality Trait theories examine personality as an individual difference, allowing marketers to segment consumers on these differences.
Trait theories assume 1. All individuals have internal characteristics or traits related to action tendencies, and 2. There are consistent and measurable differences between individuals on those characteristics. Examples of Other Traits in Consumer Research Personality 1.
Personality Multitrait Approach Multitrait personality theory identifies several traits that in combination capture a substantial portion of the personality of the individual.
The Five-Factor Model is commonly used by marketers, which identifies five basic traits that are formed by genetics and early learning. The five-factor model of personality Core trait Manifestation Extroversion Prefer to be in a group than alone, talkative, bold Instability Moody, temperamental, touchy Agreeableness Sympathetic, kind, polite Openness to Imaginative, appreciative of art, find novel experience solutions Conscientiousness Careful, precise, efficient Personality Single Trait Approach Single trait theories emphasize one trait as being particularly relevant.
They do not suggest that other traits are nonexistent or unimportant. Rather, they study a single trait for its relevance to a set of behaviors. Personality Three additional traits: 1. The Use of Personality in Marketing Practice Other times, Sometimes consumers use consumers choose products to bolster products that fit their an area of their personality. The Use of Personality in Marketing Practice Brand image is what people think of and feel when they hear or see a brand name.
Definition - Disruptive events aka interrupts 4 types: 1 unexpected information ex. Term 3 Types of Goals motivation conflict. Definition 1 approach-approach - I could go on vacation or get an ipad - positive 2 avoidance-avoidance - hiring painters or do it yourself - negative 3 approach-avoidance - inexpensive Dell - You have just one option with positive and negative aspects. Definition - Promotion focused - Prevention focused overheard - regulatory focus theory one of these motives is more important to us--either promotion or prevention - chronic accessibility one motive will be more dominant - impacts self concept - ex.
Term Personality. Definition - Response tendencies across similar situations - Consumers buy goods to fit or bolster personality - Measured by trait theories - Five factor model - Single trait approach consumer ethnocentrism, need for cognition, consumers' need for uniqueness. Term Brand. Term Emotions. Definition - Strong and uncontrolled - How triggered - Physiological - Usually have cognitions too - Behaviors - Subjective grief, joy, anger. Term Types of emotions. Definition - Pleasure - Arousal - Dominance.
Term Emotional Arousal. Definition - Consumers often seek this - Gratitude appreciation of benefits received - Emotional reduction weight watchers. Based on the notion of a universal hierarchy of human needs Dr Abraham Maslow, a clinical psychologist formulated a widely accepted theory of human motivation. This identifies five basic levels of human need which rank in order of importance from lower level needs to higher level needs.
This theory signifies the importance of satisfying the lower level needs before higher level needs arise. According to this theory, dissatisfaction motivates the consumer. Marketers have to understand the motives of their potential customers to enjoy good sales. A buyer has several motives and each change with various elements.
In such cases the marketers can readily help their customers by changing their marketing strategy so that the conflict is resolved.
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