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Chapter 4 Consumer Motivation

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Avinash Kumar

Consumer Behavior Ninth Edition Schiffman and Kanuk

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Chapter 4 Consumer Motivation
Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]
Needs and Motivation ,[object Object],[object Object]
Figure 4.1 Model of the Motivation Process
Types of Needs ,[object Object],[object Object],[object Object],[object Object]
Is a body spray an innate or acquired need?
Goals ,[object Object],[object Object],[object Object]
Figure 4-2a Goals Structure for Weight Control
Figure 4-2b Goals Structure for Weight Control
Figure 4-2c Goals Structure for Weight Control
Weight Control Giants weblink weblink
The Selection of Goals ,[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object],[object Object],[object Object]
Motivations and Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rational versus Emotional Motives ,[object Object],[object Object]
Discussion Question ,[object Object],[object Object]
The Dynamic Nature of Motivation ,[object Object],[object Object],[object Object]
Substitute Goals ,[object Object],[object Object],[object Object]
Frustration ,[object Object],[object Object]
Defense Mechanism ,[object Object]
What type of defense mechanism is this spokesperson using in this ad?
Table 4.2 Defense Mechanisms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Arousal of Motives ,[object Object],[object Object],[object Object],[object Object]
Philosophies Concerned with Arousal of Motives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Maslow’s Hierarchy of Needs Figure 4.10 weblink
Discussion Question ,[object Object],[object Object]
Table 4.3 Murray’s List of Psychogenic Needs Needs Associated with Inanimate Objects: Acquisition, Conservancy, Order, Retention, Construction Needs Reflecting Ambition, Power, Accomplishment, and Prestige: Superiority, Achievement, Recognition, Exhibition, Infavoidance Needs Connected with Human Power: Dominance, Deferrence, Similance, Autonomy, Contrariance
Table 4.3 (con’t) Murray’s List of Psychogenic Needs Sado-Masochistic Needs : Aggression, Abasement Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse: Cognizance, Exposition
This ad reflects a need for accomplishment with a toothpaste.
A Trio of Needs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measurement of Motives ,[object Object],[object Object],[object Object]
Motivational Research ,[object Object],[object Object]
Qualitative Motivational Research ,[object Object],[object Object],[object Object],[object Object],[object Object]
Many Companies Specialize in Motivational Research weblink we blink

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Chapter 4 Consumer Motivation

  • 1. Chapter 4 Consumer Motivation
  • 2.
  • 3.
  • 4. Figure 4.1 Model of the Motivation Process
  • 5.
  • 6. Is a body spray an innate or acquired need?
  • 7.
  • 8. Figure 4-2a Goals Structure for Weight Control
  • 9. Figure 4-2b Goals Structure for Weight Control
  • 10. Figure 4-2c Goals Structure for Weight Control
  • 11. Weight Control Giants weblink weblink
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. What type of defense mechanism is this spokesperson using in this ad?
  • 22.
  • 23.
  • 24.
  • 25. Maslow’s Hierarchy of Needs Figure 4.10 weblink
  • 26.
  • 27. Table 4.3 Murray’s List of Psychogenic Needs Needs Associated with Inanimate Objects: Acquisition, Conservancy, Order, Retention, Construction Needs Reflecting Ambition, Power, Accomplishment, and Prestige: Superiority, Achievement, Recognition, Exhibition, Infavoidance Needs Connected with Human Power: Dominance, Deferrence, Similance, Autonomy, Contrariance
  • 28. Table 4.3 (con’t) Murray’s List of Psychogenic Needs Sado-Masochistic Needs : Aggression, Abasement Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse: Cognizance, Exposition
  • 29. This ad reflects a need for accomplishment with a toothpaste.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34. Many Companies Specialize in Motivational Research weblink we blink