ch04_The Consumer as an Individual.pptVIP

Chapter 4 The Consumer as an Individual Types of Needs Innate Needs Physiological (or biogenic) needs that are considered primary needs or motives Acquired needs Generally psychological (or psychogenic) needs that are considered secondary needs or motives Goals Generic Goals the general categories of goals that consumers see as a way to fulfill their needs e.g., “I want to get a graduate degree.” Product-Specific Goals the specifically branded products or services that consumers select as their goals e.g., “I want to get an MBA in Marketing from Kellogg School of Management.” The Selection of Goals The goals selected by an individual depend on their: Personal experiences Physical capacity Prevailing cultural norms and values Goal’s accessibility in the physical and social environment Figure 4.3 Achieving Goals bySubscribing to a Magazine Figure 4.4 Different Appeals for Same Goal Object Motivations and Goals Positive Motivation A driving force toward some object or condition Approach Goal A positive goal toward which behavior is directed Negative Motivation A driving force away from some object or condition Avoidance Goal A negative goal from which behavior is directed away Rational Versus Emotional Motives Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon Emotional motives imply the selection of goals according to personal or subjective criteria The Dynamic Nature of Motivation Needs are never fully satisfied New needs emerge as old needs are satisfied People who achieve their goals set new and higher goals for themselves Figure 4.6 New and Higher Goals Motivate Behavior Figure 4.7 Changing Consumer Needs Table 4.2 Defense Mechanisms Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression Arousal of Motives Physiological arousal Emotional arousal Cognitive arousal Environmental arousal Figure 4.8 Cognitive Need Arousal Philosophies Concerne