消费基础及其行为 6

ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter5MotivationCopyright©2024

PearsonEducation,Inc.AllRightsReservedLearningObjectives5.1

Understandhowmotivationcanbeintrinsicorextrinsic.5.2

Outlinehowproductscansatisfyarangeofconsumerneeds.5.3Discusshowsettinggoalscorrectlycanmotivateconsumerstostrivetowardandachievethosegoals.5.4Explainhowthewayweevaluateandchooseaproductdependsonourdegreeofinvolvementwiththeproduct,themarketingmessage,orthepurchasesituation.LearningObjective5.1Understandhowmotivationcanbeintrinsicorextrinsic.PushorPull?IntrinsicversusextrinsicmotivationTheMotivationProcess:WhyAskWhy?Figure5.1MotivationandGoalsMotivationalDriveDrivetheoryHomeostasisRetailtherapyNonconsciousgoalsSelf-regulationImplementation

intentionsTwotypesofmotivationPromotionmotivationPreventionmotivationLearningObjective5.2Outlinehowproductscansatisfyarangeofconsumerneeds.ConsumerNeedsUtilitarianandhedonicneedsHedonicconsumptionMultisensory,fantasy,andemotionalaspectsofconsumers’interactionswithproductsHowCanWeUnderstandNeeds?Figure5.2Maslow’sHierarchyofNeedsHow“Needy”AreYou?IndividualDifferencesinMotivationTerrorManagementtheorySelf-determinationtheoryAutonomy,relatedness,competenceSpecificneedsNeedtobelongNeedforPowerNeedforUniquenessAFreshStartMindsetOrganizationsthatrecruitmembersappealtoourneedforrelatednesswithothersaswellasself-fulfillmentForReflection(1of4)Giveanexamplewhenyouhadaneedforaffiliation,power,oruniquenessAbasicactivitylikegardeningcansatisfypeopleatdifferentlevels,dependingupontheirmotivationtoengageinitLearningObjective5.3Discusshowsettinggoalscorrectlycanmotivateconsumerstostrivetowardandachievethosegoals.SettingandReachingGoalsSettinggoalsisthebestwaytomotivatepeopletoachievethosegoalsResearchshowsthatwearemostlikelytoachievegoalswhenwe:SetgoalsdeliberatelyMonitorgoalprogressCommittoreachingthegoalGoalConflicts(1of2)Figure5.3TypesofGoalConflictsGoalConflicts(2of2)Approach–approachconflictApproach–avoidanceconflictAvoidance–avoidanceconflictGoalFramingAffectsGoalCompletionThehigherwesetourgoals,thebetterweperformFrame:awayofpresentinginformationtochangehowitmaybeprocessedandinterpretedPositiveandnegativeframesEndsversusmeansThetimeframeThemereurgencyeffectGoalDifficultyand“EmergencyReserves”ThekeyistomakesuretohaveemergencyreservesWepreferharderovereasiergoalsifwehaveemergencyreservesWeviewhardgoalsasmorevaluablethaneasiergoalsGoalSpecificityGoalscannotbetoogenericTheymustbespecificAspecificgoalismoreeffectivebecauseitprovidesaconcretereferencepointWithspecificgoalspeoplefocusonthegoal,andit“loomslarger”forthemAstheyapproachittheyfeelmoreandmoremotivatedWithnonspecificgoalspeoplefocusontheirstartingpointForReflection(2of4)GiveanexampleofwhenaproducthadanegativeorpositiveaffectonyouLearningObjective5.4Explainhowthewayweevaluateandchooseaproductdependsonourdegreeofinvolvementwiththeproduct,themarketingmessage,orthepurchasesituation.ConsumerInvolvementInvolvementInertiaCultproductsHarley-Davidsonisacultproductformanymotorcycleriders.Figure5.4TheElementsofInvolvementTypesofInvolvementProductMessageSituationalProductInvolvementPerceivedriskMasscustomizationBrandloyaltyVarietyseekingStrategiestoIncreaseProductInvolvementMasscustomizationD

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Y(doityourself)Co-creationGamificationFiveTypesofPerceivedRiskMonetaryriskFunctionalriskPhysicalriskSocialriskPsychologicalriskForReflection(3of4)Whatriskyproductshaveyouconsideredrecently?Whichformsofriskwereinvolved?Figure5.5FiveTypesofPerceivedRiskMessageInvolvementAlternaterealitygamesNarrativetransportationStrategiestoincreasemessageinvolvementUsenovelstimuliUseprominentstimuliIncludecelebrityendorsersProvidevalueInventnewmediaplatformsEncourageviewerstousetheproductCreatespectaclesCharminLeveragesProductandSituationalInvolvementSituationalInvolvementSituationalinvolvement:engagementwithastore,website,oralocationwherepeopleconsumeaproductorserviceStrategiestoincreasesituationalinvolvementPersonalizationHightechSubscriptionboxesForReflection(4of4)Haveyoueverbeenimmersedintoanadvertisementthatyoufeellikeyouarepartofit?ForReviewProductscansatisfyarangeofconsumerneeds.Consumersexperiencearangeofaffectiveresponsestoproductsandmarketingmessages.Thewayweevaluateandchooseaproductdependsonourdegreeofinvolvementwiththeproduct,themarketingmessage,orthepurchasesituation.CopyrightThisworkisprotectedbyUnitedStatescopyrightlawsandis

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