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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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Plus de Avinash Kumar

Plus de Avinash Kumar (20)

Chap010
Chap010Chap010
Chap010
 
Chap009
Chap009Chap009
Chap009
 
Chap011
Chap011Chap011
Chap011
 
Chap006
Chap006Chap006
Chap006
 
Chap004
Chap004Chap004
Chap004
 
Chap003
Chap003Chap003
Chap003
 
Chap005
Chap005Chap005
Chap005
 
Chap007
Chap007Chap007
Chap007
 
Chap008
Chap008Chap008
Chap008
 
Chap002
Chap002Chap002
Chap002
 
Chap001
Chap001Chap001
Chap001
 
Kotlers Soft Copy
Kotlers Soft CopyKotlers Soft Copy
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SHRM
SHRMSHRM
SHRM
 
Selection
SelectionSelection
Selection
 
Recruitment
RecruitmentRecruitment
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Job Analysis
Job AnalysisJob Analysis
Job Analysis
 
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HrpHrp
Hrp
 
Hra
HraHra
Hra
 
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Chapter 30Chapter 30
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Chapter 29
Chapter 29Chapter 29
Chapter 29
 

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