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

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Unformatted text preview: Motivation, Ability and Opportunity Spring 2012 Dr. Caglar Irmak Consumer Behavior Marketing Black Box of the Consumer Respons e 4 Ps ABILITY MOTIVATION OPPORTUNITY EXPOSURE ATTENTION PERCEPTION ATTITUDE FORMATION & CHANGE CATEGORIZATION/ COMPREHENSION MEMORY & RETRIEVAL Incidental Information D E C I S I O N 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 Maslows Hierarchy of Needs Primary Needs Physiological Safety and Security Secondary Needs Social/Belongingness Ego/Esteem (Personal Needs) Self-Actualization Needs Can Conflict approach-avoidance conflict approach-approach conflict avoidance-avoidance conflict 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 How to Assess the Needs and...
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This note was uploaded on 02/13/2012 for the course MKGT 351 taught by Professor Ms.worsham during the Spring '12 term at South Carolina.

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

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