台大消费者行为cbmotivation.pptVIP

* * Consumer Motivation 03/27 * *CH5 Motivation 第一页，共十六页。 Overview Definition Types of Consumer Needs Motivational Conflict and Need Priorities Motivational Intensity The Challenge of Understanding Consumer Motivation Motivating Consumers 03/27 * *CH5 Motivation 第二页，共十六页。 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 * *CH5 Motivation 第三页，共十六页。 Types of Consumer Needs... Physiological Needs basic human needs, including food, water, and sleep Safety and Health Needs Need for Love and Companionship Need for Financial Resources and Security Need for Pleasure 03/27 * *CH5 Motivation 第四页，共十六页。 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 * *CH5 Motivation 第五页，共十六页。 Exhibit 3.6: Types of Needs 03/27 * *CH5 Motivation 第六页，共十六页。 Motivational Conflicts Satisfying a need often comes 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 * *CH5 Motivation 第七页，共十六页。 Maslow’s Hierarchy of Needs 03/27 * *CH5 Motivation 第八页，共十六页。 Motivational Intensity Motivational intensity: how strongly consumers are motivated to satisfy a particular need Depends on need’s importance Involvement Perceived Risk 03/27 * *CH5 Motivation 第九页，共十六页。 Motivation and Felt Involvement Involvement: degree to which an object or behavior is personally relevant Enduring vs.situational Cognitive vs. affective Response 03/27 * *CH5 Motivation 第十页，共十六页。 Perceived Risk Components uncertainty consequences of outcome Types performance financial physical (safety) social psychological time 03/27 * *CH5 Motivation 第十一页，共十六