Session 3_student slides_needs values and more qualitative methods

Session 3_student slides_needs values and more qualitative methods

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1 MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 3 Wednesday, January 19 Winter 2011 © Copyright 2011 by Carolyn Yoon. All rights reserved
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Motivation, Goals, and Emotion Motivation: a driving force that moves or incites consumers to act. Motivation focuses attention on goal-relevant objects. Goals: a particular end state of one wants to achieve. • Concrete/abstract Emotion = affect + arousal Emotion focuses attention on emotional objects. 2
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The Process of Motivation Needs: desires that arise when a consumer’s actual state does not meet his or her desired state. An internal state of tension caused by a disequilibrium Motivations influence the direction of behavior. Approach —movement toward a desired object. Avoidance —movement away from an undesired object. Intrinsic vs. Extrinsic Motivation 3
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Maslow’s Hierarchy of Needs Physiological Needs (hunger, thirst) Egoistic Needs (self esteem, recognition, status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Self- Actualization Needs (self-development and realization)
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12 Categorizing Needs (Exhibit 2.4)
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Values Enduring beliefs that a given behavior or outcome is desirable or good. Global values are highly enduring, strongly- held, abstract, and apply in many situations (e.g., security, self-direction, achievement, enjoyment, conformity, maturity)
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Rokeach’s Values Terminal Values Instrumental values A comfortable life Ambitious An exciting life Broadminded A sense of accomplishment Capable A world at peace Cheerful A world of beauty Clean Equality Courageous Family security Forgiving Freedom Helpful Happiness Honest Inner Harmony Imaginative Mature love Independent National security Intellectual Pleasure Logical Salvation Loving Self-respect Obedient Social recognition Polite True friendship Responsible Wisdom Self-controlled
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15 The List of Values (LOV) Self-respect Security Warm relationships with others Sense of accomplishment Sense of belonging Being well respected Fun and enjoyment in life Excitement Self-fulfillment
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16 The List of Values VALUE RANK Self-respect Security Warm relationships with others Sense of accomplishment Sense of belonging Being well respected Fun and enjoyment in life Excitement Self-fulfillment
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Session 3_student slides_needs values and more qualitative methods

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