台大消费者行为cb 05 motivation

ConsumerMotivation03/27CH5Motivation2OverviewDefinitionTypesofConsumerNeedsMotivationalConflictandNeedPrioritiesMotivationalIntensityTheChallengeofUnderstandingConsumerMotivationMotivatingConsumers03/27CH5Motivation3DefinitionMotivation:Aninnerforcewhichreflectsgoal-directedarousalConsumerMotivation:thedrivetosatisfybothpsychologicalneedsthroughproductpurchaseandconsumption03/27CH5Motivation4TypesofConsumerNeeds...PhysiologicalNeedsbasichumanneeds,includingfood,water,andsleepSafetyandHealthNeedsNeedforLoveandCompanionshipNeedforFinancialResourcesandSecurityNeedforPleasure03/27CH5Motivation5TypesofConsumerNeeds(continued)SocialImageNeedsconspicuousconsumptionNeedtoPossessself-conceptimpulsebuyingNeedtoGiveself-giftsNeedforInformationNeedforVariety03/27CH5Motivation6Exhibit3.6:TypesofNeeds03/27CH5Motivation7MotivationalConflictsSatisfyinganeedoftencomesattheexpenseofanotherneed--thesetrade-offscausemotivationalconflictApproach-avoidanceconflictApproach-approachconflictAvoidance-avoidanceconflictResolvingmotivationalconflictsrequiresprioritizingneeds--Maslow’sHierarchyofNeeds03/27CH5Motivation8Maslow’sHierarchyofNeeds03/27CH5Motivation9MotivationalIntensityMotivationalintensity:howstronglyconsumersaremotivatedtosatisfyaparticularneedDependsonneed’simportanceInvolvementPerceivedRisk03/27CH5Motivation10MotivationandFeltInvolvementInvolvement:degreetowhichanobjectorbehaviorispersonallyrelevantEnduringvs.situationalCognitivevs.affectiveResponse03/27CH5Motivation11PerceivedRiskComponentsuncertaintyconsequencesofoutcomeTypesperformancefinancialphysical(safety)socialpsychologicaltime03/27CH5Motivation12RiskReductionStrategiesBytheconsumergatheringinformation“safe”choicesBymanufacturer/retailermoney-backguaranteeswarrantiestrialperiods03/27CH5Motivation13TheChallengeofUnderstandingConsumerMotivationReasonsunderlyingconsumermotivationarenotalways“obvious”ResearchisnecessarytodiscoverrealmotivationsbehindbehaviorsPeopledon’talwayswanttodiscloserealreasonsfortheiractionsPeopledon’talwaysknowwhytheydowhattheydo--unconsciousmotivationMotivationschangeovertime03/27CH5Motivation14Exhibit3.7:ProjectiveTechniques03/27CH5Motivation15MotivatingConsumersOvercomingPriceBarriersProvideOtherIncentivesImplementaLoyaltyProgramEnhancePerceivedRiskArousingConsumer’sCuriosity