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Consumer Behaviour Motivation & Values

Consumer Behaviour Motivation & Values. Week 3 With Duane Weaver. IS…..perception = reality?. OUTLINE. Motivation Process Motivational Strength Motivational Direction Classifying Needs Involvement Values. Is Perception Reality?. Watch each of these two ads and take notes:

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Consumer Behaviour Motivation & Values

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  1. Consumer Behaviour Motivation & Values Week 3 With Duane Weaver IS…..perception = reality?

  2. OUTLINE • Motivation Process • Motivational Strength • Motivational Direction • Classifying Needs • Involvement • Values

  3. Is Perception Reality? • Watch each of these two ads and take notes: • What behaviour do you think they are trying to motivate? • What is your overall perception…i.e.: what is the message to you? • What is the target market segment each is going after? • http://www.youtube.com/watch?v=SkELRp4wKPs • http://www.youtube.com/watch?v=ogetBqMgau0

  4. Motivation Process Motivation • the processes that cause people to behave as they do, involving needs, goals and drives.

  5. Motivational Strength • Biological vs. Learned Needs (innate instinct vs. learned behaviour) • Drive Theory (achieving homeostasis by satiating tension caused by the arousal of unpleasant states) • Expectancy Theory pulled by positive incentives (goals) rather than pushed from within

  6. Motivational Direction • MOTIVES tend to be directional • Needs vs. Wants • Need = unsatisfied requirement (hunger) • Want = the way a person satisfies a need which ultimately is dependent on “their historical reality” (cheeseburger vs. trail mix) • Types of Needs • Biogenic or psychogenic • Motivational Conflicts (see next slide)

  7. Motivational Direction • Motivational Conflicts (cont’d) “theory of cognitive dissonance”

  8. Classifying Needs • Biogenic vs. Psychogenic • Needs and Buying Behaviour • Maslow

  9. Classifying NeedsBio vs. Psycho Biogenic Vs. Psychogenic

  10. Classifying NeedsNeeds & Buyer Behaviour • Needs and Buying Behaviour • AFFILIATION – I belong!! • POWER – “MASTER of my DOMAIN!” • UNIQUENESS – “I am different!!”

  11. Classifying NeedsMaslow

  12. Involvement -Ways to Measure it • Type of Involvement Matrix

  13. Involvement -Ways to Measure it • Likert Scale Important…Unimportant Exciting...Unexciting

  14. Values • VALUE A belief that one condition is preferable to its opposite • VALUE SYSTEM Rankings of importance of values in a culture • ENCULTURATION Learning beliefs and values endorsed by one’s own culture • ACCULTURATION Learning the beliefs and values endorsed by another culture

  15. Measuring Value • Rokeach Value Survey • (notates cultural value differences) Pairs Instrumental Values with Terminal Values Ambitious…..A comfortable life Broadminded….An exciting life

  16. THANKS! PERCEPTION IS REALITY

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