台大消费者行为cb 05 motivation

1、Consumer MotivationOverviewDefinitionTypes of Consumer NeedsMotivational Conflict and Need PrioritiesMotivational IntensityThe Challenge of Understanding Consumer MotivationMotivating ConsumersDefinitionMotivation: An inner force which reflects goal-directed arousalConsumer Motivation: the drive to

2、satisfy both psychological needs through product purchase and consumptionTypes 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 PleasureTypes of Consumer Nee

3、ds (continued)Social Image Needsconspicuous consumptionNeed to Possessself-conceptimpulse buyingNeed to Giveself-giftsNeed for InformationNeed for VarietyExhibit 3.6: Types of NeedsMotivational ConflictsSatisfying a need often comes at the expense of another need-these trade-offs cause motivational

4、conflictApproach-avoidance conflictApproach-approach conflictAvoidance-avoidance conflictResolving motivational conflicts requires prioritizing needs-Maslows Hierarchy of NeedsMaslows Hierarchy of NeedsMotivational IntensityMotivational intensity: how strongly consumers are motivated to satisfy a pa

5、rticular needDepends on needs importanceInvolvementPerceived RiskMotivation and Felt InvolvementInvolvement: degree to which an object or behavior is personally relevantEnduring vs.situationalCognitive vs. affectiveResponsePerceived RiskComponentsuncertaintyconsequences of outcomeTypesperformancefin

6、ancialphysical (safety)socialpsychologicaltimeRisk Reduction StrategiesBy the consumergathering information“safe” choicesBy manufacturer/retailermoney-back guaranteeswarrantiestrial periodsThe Challenge of Understanding Consumer MotivationReasons underlying consumer motivation are not always “obviou

7、s”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 Exhibit 3.7: Projective TechniquesMotivating ConsumersOvercoming Price