Chapter 4 Consumer Motivation

Figure 4.1 Model of the Motivation Process

Is a body spray an innate or acquired need?

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

What type of defense mechanism is this spokesperson using in this ad?

Maslow’s Hierarchy of Needs Figure 4.10 weblink

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.

Many Companies Specialize in Motivational Research weblink we blink