Ch 4- consumer-behavior-chapter-4-michael-r-solomon-8th-edition.ppt

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Chapter 4 Motivation and Values CONSUMER BEHAVIOR, 8e Michael Solomon
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.
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.
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
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
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
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
Prentice-Hall, cr 2009 4-8 Specific Needs and Buying Behavior NEED FOR ACHIEVEMENT Value personal accomplishment Place a premium on products that signify success (luxury brands, technology products) NEED FOR AFFILIATION Want to be with other people Focus on products that are used in groups (alcoholic beverages, sports bars) NEED FOR POWER

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