Consumer Motivation - - MARKET FACE消费动机——面对市场.ppt

Researchers are interested in developing a complete list of human needs. Although basic biological needs are easily understood and agreed upon, it is the psychological and psychosocial needs that differ from researcher to researcher. Murray and Maslow have both developed lists of needs and Maslow orders them within a hierarchy from lower-level to higher-level needs. Somewhat related to Maslow’s theory is the belief in a trio of basic needs including power, affiliation, and achievement. Consider the needs outlined on the following slides to better understand which needs this product would meet for a consumer in New York. * Self-Actualization * * Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide Discussion Questions What are three types of products related to more then one level of Maslow’s Hierarchy of Needs? For each type of product, consider two brands. How do marketers attempt to differentiate their product from the competition? * Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide A Trio of Needs Power individual’s desire to control environment Affiliation need for friendship, acceptance, and belonging Achievement need for personal accomplishment closely related to egoistic and self-actualization needs * * Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide To Which of the Trioof Needs Does This Ad Appeal? * * Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide The Affiliation Needs Of Young, Environmentally Concerned Adults * * Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide To Which of the Trioof Needs Does This Ad Appeal? * * Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide Affiliation Need * * Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four S