消费者行为学Ch05.ppt

CHAPTER 5 Customer Motivation: Needs, Emotions, and Psychographics Conceptual Framework The Motivation Process Approach/Avoidance Motives Approach motivation is the desire to attain a goal-object Avoidance motivation is the desire to protect oneself from an object Facets of Motivation Needs Emotions Psychographics Needs Customer Needs Maslow’s need hierarchy Murray’s psychogenic needs Dichter’s consumption needs Needs identified by marketing scholars Maslow’s Need Hierarchy Physiological needs (hunger, thirst) Safety and security needs (security, protection) Belongingness and love needs (social needs) Esteem and ego needs (self-esteem, recognition, status) Need for self-actualization (self-development, realization) Murray’s List of Psychogenic Needs Ernest Dichter’s Consumption Motives Needs Identified by Marketing Scholars Use-situation (i.e., aversive or positive) Hedonic (i.e., pleasure seeking) consumption motive Utilitarian Three Specific Needs Arousal Cognition Attribution Arousal Seeking Humans have an innate need for stimulation. Optimal level of stimulation Level of adaptation Curiosity Need for cognition Need for knowing Tolerance for ambiguity Market mavens Need for Attribution Attribution motivation The motivation to assign causes Internal attributions External attributions Internal vs. External Attributions Consistency Consensus Distinctiveness Emotions Customer Emotions Emotions have three components: Physiological Behavioral Cognitive Schachter’s two-factor theory Autonomic arousal Cognitive interpretation Marketers can adapt or respond to customer emotions by: Designing the stimulus Aiding the meaning appraisal Scales To Measure Plutchik’s Eight Emotions Emotions Typology:Plutchik’s Circle Customer Moods Moods are simply short-lived emotions felt less intensely Marketing stimuli that can induce positive or negative moods are: The ambiance of the store or service delivery facility The demeanor of the salesperson The sensory features of