Summary Chpt 10 - different kinds of motives (starting from...

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Valerie Bodden Kluge (10-0014) Consumer Behavior Professor Nazario March 3, 2011 Part I Chapter 10 Summary Chapter 10 discuses key ideas about how marketers seek to understand the way motivation works in respect to how it influences the different personalities and emotions of consumers within their target markets in order to appeal to them. It explains that motivation basically is something that “activates behavior” and gives purpose to a particular behavior. The authors then went on into depicting the four premises found within Maslow’s Hierarchy of Needs which are: all humans get similar set of motives throughout social interaction, some motives are more important or significant than others, basic motives must be satisfied prior than others, and finally, as the basic motive is satisfied then advanced motives take the stand. According to the Maslow Hierarchy, the
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Unformatted text preview: different kinds of motives (starting from basic and ending with advanced) are: physiological, safety, belongingness, esteem and self-actualization. On the other hand, McGuires Psychological Motives classify motives within 16 categories, compiled in 4 main categories, those being: Cognitive Preservation of Motives, Cognitive Growth of Motives, Affective Preservation Motives and finally, Affective Growth Motives. Furthermore, we learn that manifest motives are basically those that are known, while latent are unknown and that personality is an individuals characteristic response to similar situations; consumers purchase products that they identify with. Part II Brand Leverage: Cola-Real Brand Equity: Rica...
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