Consumer Motivation

Chapter 5: Consumer Motivation

What is Motivation? ,[object Object],[object Object],[object Object],[object Object]

Motivation begins with the recognition of a need. ,[object Object],[object Object],[object Object]

Two Types of Needs: ,[object Object],[object Object]

Some General Theories of Motivation ,[object Object],[object Object]

McClelland’s Theory of Learned Needs ,[object Object],[object Object],[object Object],[object Object]

Classical Conditioning Unconditioned Stimulus (meat powder) elicits Conditioned Stimulus (bell ringing) Conditioned Response (salivation) Unconditioned Response (salivation) paired with elicits

Classical Conditioning US Michael Jordan elicits CS Nike CR Admiration UR Admiration paired with elicits

Operant Conditioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Operant Conditioning (continued) ,[object Object],[object Object],[object Object],[object Object]

Vicarious Learning ,[object Object],[object Object],[object Object]

Factors Increasing a Model’s Effectiveness ,[object Object],[object Object],[object Object],[object Object],[object Object]

Midrange Theories of Motivation ,[object Object],[object Object],[object Object],[object Object],[object Object]

I. Opponent-Process Theory ,[object Object],[object Object],[object Object],[object Object]

II. Optimum Stimulation Level ,[object Object],[object Object],[object Object],[object Object],[object Object]

III. The Desire to Maintain Behavioral Freedom ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

IV. The Motivation to Avoid Risk ,[object Object],[object Object],[object Object]

7 Types of Consumer Risks. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Factors Influencing Perception of Risk ,[object Object],[object Object],[object Object],[object Object]

Six risk-reduction strategies are: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

V. The Motivation to Attribute Causality ,[object Object],[object Object],[object Object]

Augmentation-Discounting Model ,[object Object],[object Object]

Managerial Implications of Motivation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Consumer Motivation

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