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lecture 2 consumer behavior and marketing action
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Lecture notes of 5 pages for the course Consumer Behaviour And Marketing Action at EUR (summary lecture 2)
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Lecture 24 types of needs
Motivation and involvement classifyneeds
motivational conflict
In this lecture ELN
• What is motivation?
• What is involvement?
• What is the relation between motivation and involvement
• Why is the understanding of motivation and involvement important in marketing?
Motivation
• An activated inner state of tension that drives a person to pursue a goal (= desired end-state)
◦ Feeling
◦ Should be a kind of need
◦ Product is a solution for this need
The motivation process
• Recognition of a need that a consumer wishes to satisfy
• Need is discrepancy between actual and desired state
• Once a need has been activated, the inner tension (motivation) drives a consumer to reduce or eliminate the
need
• Products/services produce desired end state and reduce tension
• Ex. Head and shoulders shampoo
◦ Dandru was not a problem beforehand reed wantingto diminishreed purchase
◦ Creating the problem of dandru
Needs
4 types of needs look at Slide
• Biogenic needs (rational?)
◦ Needs necessary to maintain life Survive
‣ Ex. Water and shelter
• Psychogenic needs (culture?)
◦ Culture related needs doesn't need product recognition
‣ Ex. Need for statues, need for power
• Utilitarian needs needs
◦ Needs to provide practical needs normal
‣ Filling gas tank excitement
• Hedonic needs
◦ An experiential need involving emotional responses or fantasies
‣ Ex. Excitement, fantasy --> exclusive and expensive
luxury
Classifying consumer needs
3 ways to classify human needs
• Thematic apperception technique (TAT) named
◦ 20 psychogenic needs picturewith
‣ What is happing Lady on the bed
‣ What has led up to this situation?
‣ What is being thought?
‣ What will happen?
• Speci c needs and consumer behavior
◦ Need for achievement
‣ To attain personal accomplishment
‣ Consumers like products that signify success
luxury
• Ex. Rolex
◦ Need for a liation Company
‣ To be in the company of others
‣ Consumer use products that are used in group settings
• Ex. Shopping mall, team sports
, ◦ Need for power
‣ Consumers use products that show their mastery
• Ex. muscle car
◦ Need for uniqueness
‣ To assert one's individual identity
‣ Consumers look for products that emphasize their uniqueness
• Ex. Perfume claims
• Maslow's hierarchy of needs
◦ Hierarchical structure of biogenic and psychogenic needs
esteem
self
selfesteem
Company
safe
su
◦ One must satisfy basic needs before progressing up the ladder
◦ Order of development is xed
◦ Criticisms of Maslow's hierarchy
‣ It is too culture bound
• The assumptions of the hierarchy may be restricted to western culture
‣ It emphasizes individual needs over group needs
• Individuals in some cultures place more value on the welfare of the group (belongingness needs)
than the needs of the individual (esteem needs).
Consumer goals
• Positive value
◦ Pursuing positive outcome = approach motivation
• Negative value
◦ Avoiding negative outcome = avoidance motivation
• Purchase situation may involve more than one source of motivation
◦ Di erent motives may con ict with each other.
• Three types of motivational con icts (pulling vs. pushing)
◦ Approach - Avoidance
‣ Desire and avoid a goal at the same time
• Ex. Choices regarding something positive (going to a party) that has a negative valence (being
grounded for being at that party)
◦ Approach - Approach 1
‣ Marketers can try to resolve this con ict
• Ex. I want the taste crisps but I don't want the calories
• Ex. Gym activities for people who do not want to gym
‣ Choice between two desirable states
‣ Marketers try to resolve this con ict
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