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  3. University Of Pretoria (UP)
  4.  
  5. Consumer Behaviour 212 (BEM212)

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Summary BEM212 CHAPTER 2 - CONSUMER MOTIVATION NOTES
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  • Course
  • Consumer Behaviour 212 (BEM212)
  • Institution
  • University Of Pretoria (UP)
  • Book
  • Consumer Behaviour

BEM212 CHAPTER 2 NOTES. THESE NOTES ARE MADE USING LECTURE SLIDES, NOTES FROM CLASS AND THE FOLLOWING TEXTBOOK: CONSUMER BEHAVIOUR - SOUTH AFRICAN PSYCHOLOGY AND MARKETING APPLICATIONS - 2nd EDITION.

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  • No
  • Chapter 2
  • March 16, 2023
  • 4
  • 2022/2023
  • Summary

Subjects

  • marketing
  • bem212
  • bem 212
  • consumer behaviour

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  • Consumer Behaviour 212 (BEM212)
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chapter 2
consumer motivation

LEARNING OUTCOME 1 • need to belong and to
DEFINE MOTIVATION
be accepted by others
SOCIAL NEEDS by forming romantic
MOTIVATION
relationships, making
friends, etc.
• factors that influence the behaviour of humans • need to acquire self-
• reason for acting/behaving in particular way esteem and to be
• either pushes person towards something or pulls ambitious
person away from something • in order to be
recognised by others, a
LEARNING OUTCOME 2 person must achieve
EGO NEEDS
EXPLAIN THE DIFFERENT THEORIES OF MOTIVATION and be successful which
will lead to self-respect
1. MASLOW’S HIERARCHY OF NEEDS and confidence
• can be achieved by
successfully completing
• lower-order needs must be fulfilled before
degree
people are able to consider satisfying their
higher-order needs • need to be able to give
back to society what
SELF-
ACTUALISATION
NEEDS
was learned and
SELF- experienced during
ACTUALISATION
NEEDS person’s lifetime, while
being creative,
EGO NEEDS


spontaneous, and
SOCIAL NEEDS fulfilling one's potential


SAFETY NEEDS
2. MC CLELLAND’S NEED THEORY

PHYSIOLOGICAL NEEDS
• order of importance is different for each person


NEED FOR
PHYSIOLOGICAL • needs for water, food, POWER
NEEDS sex, and sleep

• needs for safety and
security, both physically
and psychologically, NEED FOR NEED FOR
SAFETY NEEDS
include safe place to ACHIEVEMENT AFFILIATION
stay, job security,
freedom, etc.




5

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