消费心理学：第2章 消费者动机.pptVIP

《怪诞行为学》第3章 免费会引起强烈的情绪反应 亚马逊的免运费政策：美国/法国 抵用券 老年人非高峰时段免费乘车 为了送的东西而买下根本不想买的东西 本来不想要的东西一旦变成免费就非常诱人 * * Murray’s List of Psychogenic Needs Needs Associated with Inanimate Objects: Acquisition, Conservancy, Order, Retention, Construction Needs Reflecting Ambition, Power, Accomplishment, and Prestige: Superiority, Achievement, Recognition, Exhibition, Infavoidance Needs Connected with Human Power: Dominance, Deferrence, Similance, Autonomy, Contrariance Sado-Masochistic Needs : Aggression, Abasement Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse: Cognizance, Exposition * 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 * Discussion Question What are three types of products related to more than 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? * Motivational Research Qualitative research designed to uncover consumers’ subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions. Motivational Research Qualitative research designed to uncover consumers’ subconscious or hidden motivations Attempts to discover underlying feelings, attitudes, and emotions Qualitative Motivational Research Metaphor analysis Storytelling Word association and sentence completion Thematic apperception test Drawing pictures and photo-sorts * 辉瑞：辉瑞是一家以研究为基础的跨国制药公司。我们发现和开发创新的、有附加值的产品，以改善全世界人们的生活质量，帮助他们度过更长寿、更健康和更有生产力的生活。 （我们制造药品。） 罗技：我们提供创新的个人界面产品，帮助人们在数字世界里工作、玩耍和交流。 （我们制造摄像头和鼠标等设备。） * 对所有发起、支配和维持生理及心理活动的过程的概括总称 * 学习 需要、希望和愿望 紧张 目标或需要实现 驱力 行为 认知过程 紧张减少 需要 先天与后天 实用与享乐 驱力 当前状态与理想状态之间的差异所导致的唤醒 目标 所追求的结果或最终状态 * 实用需要（utilitarian needs） 希望