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solomon_cb08_04 - Chapter4 MotivationandValues CONSUMER...

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Chapter 4 Motivation and Values CONSUMER  BEHAVIOR, 8e Michael Solomon
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Prentice-Hall, cr 2009 4-2 Learning Objectives When you finish this chapter you should understand why: It’s important for marketers to recognize that products can satisfy a range of consumer needs. The way we evaluate and choose a product depends upon our degree of involvement with the product, the marketing message, and/or the purchase situation. Our deeply held cultural values dictate the types of products and services we seek out or avoid.
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Prentice-Hall, cr 2009 4-3 Learning Objectives (cont.) Consumers vary in the importance they attach to worldly possessions, and this orientation in turn has an impact on their priorities and behaviors.
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Prentice-Hall, cr 2009 4-4 The Motivation Process Motivation: process that leads people to behave as they do Also, the forces that drive us to buy/use products Goal: consumer’s desired end state Drive: degree of consumer arousal Want: manifestation of consumer need The ad shows desired state and suggests solution (purchase of equipment)  Click image for www.soloflex.com
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Prentice-Hall, cr 2009 4-5 Motivational Strength Motivational strength: degree of willingness to expend energy to reach a goal Drive theory: biological needs that produce unpleasant states of arousal (e.g., hunger) Expectancy theory: behavior is pulled by expectations of achieving desirable outcomes
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Prentice-Hall, cr 2009 4-6 Types of Needs Types of needs: Biogenic: biological needs, such as for air, water, food Psychogenic: need for status, power, affiliation Utilitarian: need for tangible attributes of a product, such as miles per gallon in a car or calories in a cheeseburger Hedonic: needs for excitement, self-confidence, fantasy
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Prentice-Hall, cr 2009 4-7 Motivational Conflicts Goal valence (value): consumer will: Approach positive goal Avoid negative goal Example: Partnership for a Drug-Free America communicates negative consequences of drug addiction for those tempted to start  Click image for www.drugfree.org
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Prentice-Hall, cr 2009 4-8 Three Types of Motivational Conflicts Figure 4.1 Two desirable alternatives Cognitive dissonance Positive & negative aspects of desired product Guilt of desire occurs Facing a choice with two undesirable alternatives
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Prentice-Hall, cr 2009 4-9 Specific Needs and Buying Behavior NEED FOR ACHIEVEMENT Value personal accomplishment Place a premium on products
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