Summary: Consumer Behaviour Human Persuit Of Happiness In | 9780979133640 | Jill Avery

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• 2 Motivation

• 2.1 Consumer motivation

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• Explain the model of consumer motivation

  Desired state
        |                     -->  Tension (felt discomfort) --> Drive (energy) --> Goal object (something that will reduce the tension)
   Actual state

   

  The greater the pressure, the greater the released force/drive. Drive provides the energy to act, goal object provides the direction in which to channel that energy. 

• What is purposive behavior?

  Motivated behavior, the use of energy to attain a goal object. 

• Where comes the want in the consumer decision model?

  The desire for a particular goal object is a consumer want. 
  Thus needs provide the drive, and the goal object provides the want. 
  Our needs and wants makes us different consumers. 

• What type of need is a face-lift?

  A psychogenic need, this needs stems from our psychological makeups, our ways of thinking. 

• Explain the two types of motivations.

  - Approach motivation: desire to attain a goal object. 
  - Avoidance motivation: desire to protect oneself from an object. 
  
  Also called appetitive and aversive motivation. 

• What is a approach-avoid conflict?

  We experience this conflict when we find an object both desirable as undesirable, e.g. a product that has positive and negative features. Think of McDonalds, very nice food, but very unhealthy due to their fat and calorie content. 

• 2.2 Maslow's model of hierarchy of needs

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• Can a product satisfy only one need or more?

  A product is no longer tied to a specific need; it can now meet more than one need. Consumers must decide how many and which needs they want a product to satisfy. Therefore marketers must invent new versions of product classes so as to satisfy this new combinations of consumers' needs. 

• What is the problem of Maslow's needs?

  It gives us answers in broad terms but not precisely. It paints everything with a broad brush, and as such it does not pinpoint consumer motivation at a level of detail. 
  Henry Murray proposed a list that will help us define consumer needs at a more detailed level than does Maslow. 

• What was the philosophy of Ernest Dichter with regard to motivations.

  He believed that unconscious motives play a significant role in people's consumption decisions. 
  Unconscious motives influence consumption decisions unconsciously, therefore Dichter's list of motives is most useful for incorporating symbolism into product advertising. 

• 2.3 Researching connsumer motives

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• There are two reasons why we would not learn, by direct questioning, what consumers' real motives for a given purchase might be. 

  - Motives might be unconscious (think of Dichter)
  - Consumers might want to keep their motives private, e.g. it is not cool to reveal that you bought a car for status.