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Chapter 2 - Motivation Ability and Opportunity Spring 2012...

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Motivation, Ability and Opportunity Spring 2012 Dr. Caglar Irmak
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Consumer Behavior Marketing Black Box  of the  Consumer Respons e 4 P’s
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ABILITY MOTIVATION OPPORTUNITY EXPOSURE ATTENTION PERCEPTION ATTITUDE FORMATION & CHANGE CATEGORIZATION/ COMPREHENSION MEMORY & RETRIEVAL Incidental Information D E C I S I O N
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The Motivation Process Motivation The process that leads us to behave the way we do Driven by Needs Need = discrepancy between present state & ideal state Discrepancy creates a tension
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Maslow’s Hierarchy of Needs Primary Needs Physiological Safety and Security Secondary Needs Social/Belongingness Ego/Esteem (Personal Needs) Self-Actualization
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Needs Can Conflict approach-avoidance conflict approach-approach conflict avoidance-avoidance conflict
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Importance of Needs in Marketing Increases motivation if product is relevant to needs Consumers seek to satisfy needs , not to buy products Products are a means of satisfying needs
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