Professional Documents
Culture Documents
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright 2006
Pearson Education Canada Inc.
Opening Vignette
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What Is Motivation?
The
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Types of Needs
Innate
Needs
needs
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Types of Motives
Rational
Motives
Motives
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Types of Motives
Latent
Motives
Motives
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Goals
Generic
Goals
Goals
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Personal experiences
Physical capacity
Prevailing cultural norms and values
Goals accessibility in the physical and social
environment
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Negative Motivation
A driving force away
from some object or
condition
Leads to an
Avoidance Goal
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Physiological arousal
Hunger, thirst
Emotional arousal
daydreaming
Cognitive arousal
Random thoughts
Environmental arousal
Cues in the environment (e.g. smell of food)
Copyright 2006 Pearson Education Canada Inc.
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Defence Mechanism
Methods by which people mentally redefine
frustrating situations to protect their selfimages and their self-esteem.
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Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression
Copyright 2006 Pearson Education Canada Inc.
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Murrays List of
Psychogenic Needs
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Murrays List of
Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
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Power
individuals desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment
closely related to egoistic and selfactualization needs
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Mid-range theories
Hedonic
Consumption
Stimulation Level
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Motivational Research
Qualitative research designed to uncover
consumers subconscious or hidden
motivations. Consumers are not always
aware of, or may not wish to recognize, the
basic reasons underlying their actions.
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Projective Techniques
Metaphor
analysis
Story telling
Picture drawing
Thematic Apperception Tests
Word Association
Sentence Completion
Third-person technique
Copyright 2006 Pearson Education Canada Inc.
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Use
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Consumer Involvement
The level of personal relevance that a
consumer sees in a product
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Types of Involvement
Enduring
Involvement
involvement
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Involvement
Involvement
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Choose
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