Consumer Behavior Eighth Edition SCHIFFMAN KANUK Chapter 4
Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Chapter 4 Motivaciones de el consumidor 4 -1
Figura 4. 1 Modelo del proceso de motivación Learning Needs wants, and desires Tension Drive Behavior Cognitive processes Tension reduction 4 -2 Goal or need fulfillment
Types of Needs • Innate Needs – Physiological (or biogenic) needs that are considered primary needs or motives • Acquired needs – Generally psychological (or psychogenic) needs that are considered secondary needs or motives 4 -3
Goals • Generic Goals – the general categories of goals that consumers see as a way to fulfill their needs – e. g. , “I want to get a graduate degree. ” • Product-Specific Goals – the specifically branded products or services that consumers select as their goals – e. g. , “I want to get an MBA in Marketing from Kellogg School of Management. ” 4 -4
The Selection of Goals • The goals selected by an individual depend on their: – Personal experiences – Physical capacity – Prevailing cultural norms and values – Goal’s accessibility in the physical and social environment 4 -5
Figure 4. 3 Achieving Goals by Subscribing to a Magazine 4 -6
Figure 4. 4 Different Appeals for Same Goal Object 4 -7
Motivations and Goals • Positive Motivation • Negative Motivation – A driving force toward some away from some object or condition • Approach Goal • Avoidance Goal – A positive goal toward which behavior is directed 4 -8 – A negative goal from which behavior is directed away
Rational Versus Emotional Motives • Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon • Emotional motives imply the selection of goals according to personal or subjective criteria 4 -9
The Dynamic Nature of Motivation • Needs are never fully satisfied • New needs emerge as old needs are satisfied • People who achieve their goals set new and higher goals for themselves 4 -10
Figure 4. 6 New and Higher Goals Motivate Behavior 4 -11
Figure 4. 7 Changing Consumer Needs 4 -12
Frustration 4 -13 Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.
Defense Mechanism 4 -14 Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.
Table 4. 2 Defense Mechanisms • • 4 -15 Aggression Rationalization Regression Withdrawal • • Projection Autism Identification Repression
Arousal of Motives • • 4 -16 Physiological arousal Emotional arousal Cognitive arousal Environmental arousal
Figure 4. 8 Cognitive Need Arousal 4 -17
Philosophies Concerned With Arousal of Motives • Behaviorist School – Behavior is response to stimulus – Elements of conscious thoughts are to be ignored – Consumer does not act, but reacts • Cognitive School – Behavior is directed at goal achievement – Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior 4 -18
Figure 4. 9 Maslow’s Hierarchy of Needs Self-Actualization (Self-fulfillment) Ego Needs (Prestige, status, self esteem) Social Needs (affection, friendship, belonging) Safety and Security Needs (Protection, order, stability) 4 -19 Physiological Needs (Food, water, air, shelter, sex)
Table 4. 3 Murray’s List of Psychogenic 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 4 -20
Table 4. 3 Murray’s List of Psychogenic Needs Sado-Masochistic Needs : Aggression, Abasement Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse: Cognizance, Exposition 4 -21
Figure 4. 10 Appeal to Egoistic Needs 4 -22
Figure 4. 11 Appeal to Self. Actualization 4 -23
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 4 -24
Figure 4. 12 Appeal to Power Needs 4 -25
Figure 4. 13 Appeal to Affiliation Needs 4 -26
Figure 4. 14 Appeal to Achievement Needs 4 -27
Motivational Research 4 -28 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.
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