ConsumerMotivation英文版

1、Consumer Motivation 2021/5/281CH5 Motivation Overview Definition Types of Consumer Needs Motivational Conflict and Need Priorities Motivational Intensity The Challenge of Understanding Consumer Motivation Motivating Consumers 2021/5/282CH5 Motivation Definition Motivation: An inner force which refle

2、cts goal-directed arousal Consumer Motivation: the drive to satisfy both psychological needs through product purchase and consumption 2021/5/283CH5 Motivation Types of Consumer Needs. Physiological Needs basic human needs, including food, water, and sleep Safety and Health Needs Need for Love and Co

3、mpanionship Need for Financial Resources and Security Need for Pleasure 2021/5/284CH5 Motivation Types of Consumer Needs (continued) Social Image Needs conspicuous consumption Need to Possess self-concept impulse buying Need to Give self-gifts Need for Information Need for Variety 2021/5/285CH5 Moti

4、vation Exhibit 3.6: Types of Needs 2021/5/286CH5 Motivation Motivational Conflicts Satisfying a need often comes at the expense of another need- these trade-offs cause motivational conflict Approach-avoidance conflict Approach-approach conflict Avoidance-avoidance conflict Resolving motivational con

5、flicts requires prioritizing needs- Maslows Hierarchy of Needs 2021/5/287CH5 Motivation Maslows Hierarchy of Needs 2021/5/288CH5 Motivation Motivational Intensity Motivational intensity: how strongly consumers are motivated to satisfy a particular need Depends on needs importance Involvement Perceiv

6、ed Risk 2021/5/289CH5 Motivation Motivation and Felt Involvement Involvement: degree to which an object or behavior is personally relevant Enduring vs.situational Cognitive vs. affective Response 2021/5/2810CH5 Motivation 9、 人的价值，在招收诱惑的一瞬间被决定。21.6.2121.6.21Monday, June 21, 2021 10、低头要有勇气，抬头要有低气。20:3

7、7:0420:37:0420:376/21/2021 8:37:04 PM 11、人总是珍惜为得到。21.6.2120:37:0420:37Jun-2121-Jun-21 12、人乱于心，不宽余请。20:37:0420:37:0420:37Monday, June 21, 2021 13、生气是拿别人做错的事来惩罚自己。21.6.2121.6.2120:37:0420:37:04June 21, 2021 14、抱最大的希望，作最大的努力。2021年6月21日星期一下午8时37分4秒20:37:0421.6.21 15、一个人炫耀什么，说明他内心缺少什么。2021年6月下午8时37分21.6.

8、2120:37June 21, 2021 16、业余生活要有意义，不要越轨。2021年6月21日星期一20时37分4秒20:37:0421 June 2021 17、一个人即使已登上顶峰，也仍要自强不息。下午8时37分4秒下午8时37分20:37:0421.6.21 9、 人的价值，在招收诱惑的一瞬间被决定。21.6.2121.6.21Monday, June 21, 2021 10、低头要有勇气，抬头要有低气。20:37:0420:37:0420:376/21/2021 8:37:04 PM 11、人总是珍惜为得到。21.6.2120:37:0420:37Jun-2121-Jun-21 12

9、、人乱于心，不宽余请。20:37:0420:37:0420:37Monday, June 21, 2021 13、生气是拿别人做错的事来惩罚自己。21.6.2121.6.2120:37:0420:37:04June 21, 2021 14、抱最大的希望，作最大的努力。2021年6月21日星期一下午8时37分4秒20:37:0421.6.21 15、一个人炫耀什么，说明他内心缺少什么。2021年6月下午8时37分21.6.2120:37June 21, 2021 16、业余生活要有意义，不要越轨。2021年6月21日星期一20时37分4秒20:37:0421 June 2021 17、一个人即使

10、已登上顶峰，也仍要自强不息。下午8时37分4秒下午8时37分20:37:0421.6.21 Perceived Risk Components uncertainty consequences of outcome Types performance financial physical (safety) social psychological time 2021/5/2813CH5 Motivation Risk Reduction Strategies By the consumer gathering information “safe” choices By manufacturer

11、/retailer money-back guarantees warranties trial periods 2021/5/2814CH5 Motivation The Challenge of Understanding Consumer Motivation Reasons underlying consumer motivation are not always “obvious” Research is necessary to discover real motivations behind behaviors People dont always want to disclos

12、e real reasons for their actions People dont always know why they do what they do-unconscious motivation Motivations change over time 2021/5/2815CH5 Motivation Exhibit 3.7: Projective Techniques 2021/5/2816CH5 Motivation Motivating Consumers Overcoming Price Barriers Provide Other Incentives Implement a Loyalty Program