ConsumerMotivation（英文版）(共15页).ppt

1、03/271Consumer Motivation03/272OverviewDefinitionTypes of Consumer NeedsMotivational Conflict and Need PrioritiesMotivational IntensityThe Challenge of Understanding Consumer MotivationMotivating Consumers03/273DefinitionMotivation: An inner force which reflects goal-directed arousalConsumer Motivat

2、ion: the drive to satisfy both psychological needs through product purchase and consumption03/274Types of Consumer Needs.Physiological Needsbasic human needs, including food, water, and sleepSafety and Health NeedsNeed for Love and CompanionshipNeed for Financial Resources and SecurityNeed for Pleas

3、ure03/275Types of Consumer Needs (continued)Social Image Needsconspicuous consumptionNeed to Possessself-conceptimpulse buyingNeed to Giveself-giftsNeed for InformationNeed for Variety03/276Exhibit 3.6: Types of Needs03/277Motivational ConflictsSatisfying a need often comes at the expense of another

4、 need-these trade-offs cause motivational conflictApproach-avoidance conflictApproach-approach conflictAvoidance-avoidance conflictResolving motivational conflicts requires prioritizing needs-Maslows Hierarchy of Needs03/278Maslows Hierarchy of Needs03/279Motivational IntensityMotivational intensity

5、: how strongly consumers are motivated to satisfy a particular needDepends on needs importanceInvolvementPerceived Risk03/2710Motivation and Felt InvolvementInvolvement: degree to which an object or behavior is personally relevantCognitive vs. affectiveResponse03/2711Perceived RiskComponentsuncertai

6、ntyconsequences of outcomeTypesperformancefinancialphysical (safety)socialpsychologicaltime03/2712Risk Reduction StrategiesBy the consumergathering information“safe” choicesBy manufacturer/retailermoney-back guaranteeswarrantiestrial periods03/2713The Challenge of Understanding Consumer MotivationRe

7、asons underlying consumer motivation are not always “obvious”Research is necessary to discover real motivations behind behaviorsPeople dont always want to disclose real reasons for their actionsPeople dont always know why they do what they do-unconscious motivationMotivations change over time 03/2714Exhibit 3.7: Projective Techniques03/2715Motivating ConsumersOvercoming P