Consumer Motivation 03/27 1 CH5 Motivation Overview Definition Types of Consumer Needs Motivational Conflict and Need Priorities Motivational Intensity The Challenge of Understanding Consumer Motivation Motivating Consumers 03/27 2 CH5 Motivation Definition Motivation: An inner force which reflects goal-directed arousal Consumer Motivation: the drive to satisfy both psychological needs through product purchase and consumption 03/27 3 CH5 Motivation Types of Consumer Needs... Physiological Needs basic human needs, including food, water, and sleep Safety and Health Needs Need for Love panionship Need for Financial Resources and Security Need for Pleasure 03/27 4 CH5 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 03/27 5 CH5 Motivation Exhibit : Types of Needs 03/27 6 CH5 Motivation Motivational Conflicts Satisfying a need es at the expense of another need--these trade-offs cause motivational conflict Approach-avoidance conflict Approach-approach conflict Avoidance-avoidance conflict Resolving motivational conflicts requires prioritizing needs--Maslow’s Hierarchy of Needs 03/27 7 CH5 Motivation Maslow’s Hierarchy of Needs 03/27 8 CH5 Motivation Motivational Intensity Motivational intensity: how strongly consumers are motivated to satisfy a particular need Depends on need’s importance Involvement Perceived Risk 03/27 9 CH5 Motivation Motivation and Felt Involvement Involvement: degree to which an object or behavior is personally relevant Enduring Cognitive vs. affective Response 03/27 10 CH5 Motivation
