Lecture notes Consumer Behaviour Unit 5: Motivation and Affect (5BUS)
6 views 0 purchase
Course
Consumer Behaviour (5BUS111802062021)
Institution
University Of Hertfordshire
Book
Consumer Behavior
Unit Objectives
1. Products can satisfy a range of consumer needs.
2. Consumers experience a range of affective responses to products and marketing messages.
3. The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, or the purchase ...
TEST BANK FOR CONSUMER BEHAVIOUR : BUYING, HAVING AND BEIGN 8th CANADIAN EDITION BY SOLOMON ALL CHAPTERS INCLUDED 2024 BEST GUIDE.
TEST BANK for Consumer Behavior, 9th Edn by Michael Solomon. All Chapters 1-16.
Lecture notes Consumer Behaviour Unit 7: Attiudes and Pursasive Communication(5BUS1118-0206-2021)
All for this textbook (11)
Written for
University of Hertfordshire
Unknown
Consumer Behaviour (5BUS111802062021)
All documents for this subject (9)
Seller
Follow
todd-200
Reviews received
Content preview
Unit 5 – Motivation and Affect
Motivation Process
Marketers attempt to satisfy the needs of consumers, but the reason consumers make
purchases may vary widely. Meaning it is important for marketers to identify the various
motivators in consumers in order to ensure that the product will satisfy a consumer’s needs.
Traditionally, consumer behaviour focuses on the products’ ability to satisfy rational needs
(utilitarian motive), however, hedonic motives (the need for exploration and fun) are also
important in decision making.
We know products can satisfy a range of consumer needs
Motivation:
Utilitarian – functional, at a very basic level, we buy what we need
Hedonic – the experience
The goal is the desired end state, what the consumer is trying to get out of the product
Motivation, is the process that causes consumers to behave the way they do, it happens
when a need is aroused that the consumer needs to satisfy. A goal has valence, meaning
that may be positive or negative. Our behaviour is directed at goals that have a positive
valuation, we are motivated to approach the goal and will seek products in order to reach it.
However, we are also motived to avoid a negative outcomes rather than achieve a positive
outcome.
Motivational Conflicts
We will be faced with conflicts when motivated
Cognitive dissonance – we face a lot of mental conflict because we like things to be in order
and consistency and tension arises when beliefs or behaviours conflict with one another
Approach-Approach
Faced with two equally appealing options but you can’t have both of them
E.G. choosing between two different meals at lunchtime
Approach-Avoidance
Faced with one option that is appealing one that is negative
E.G. Eating food but trying to lose weight
Avoidance-Avoidance
Faced with two equally negative options
You don’t want to but you have to choose one of them
E.G. an unreliable car that you keep fixing, you need to buy another car but you
don’t want to get into debt
Maslow’s Hierarchy of Needs
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller todd-200. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $20.12. You're not tied to anything after your purchase.
