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Lecture 3 - Consumer Motivations

Lecture 3 - Consumer Motivations - LECTURE 3 Consumer...

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3 | 1 Karthik Easwar Consumer Behavior LECTURE 3 Consumer Motivations
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3 | 2 Karthik Easwar Consumer Behavior Motivation “. . . an inner state of arousal that [creates] . . . energy to achiev[e] a goal.”
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3 | 3 Karthik Easwar Consumer Behavior Consumer Motivation “The needs, wants, drives, and desires of an individual that lead him or her toward the purchase of products or ideas. The motivations may be physiologically, psychologically, or environmentally driven.” Source: American Marketing Association, http://www.marketingpower.com/mg-dictionary-view756.php
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3 | 4 Karthik Easwar Consumer Behavior Chapter Overview: Motivation, Ability, and Opportunity (Exhibit 3.2)
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3 | 5 Karthik Easwar Consumer Behavior Motivation Personal Relevance Consistency with values, goals and needs Perceived Risk Moderate inconsistency with attitudes
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3 | 6 Karthik Easwar Consumer Behavior Consistency with goals and needs
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3 | 7 Karthik Easwar Consumer Behavior Consumer Motivation and Its Effects
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Lecture 3 - Consumer Motivations - LECTURE 3 Consumer...

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