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Consumer Behaviour Motivation & Affect

Consumer Behaviour Motivation & Affect. Week 3 With Duane Weaver. IS…..perception = reality?. OUTLINE. Exercise Motivation Process Motivational Strength Motivational Direction Classifying Needs Involvement Affect Discreet Emotions. Is Perception Reality?.

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Consumer Behaviour Motivation & Affect

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

  2. OUTLINE • Exercise • Motivation Process • Motivational Strength • Motivational Direction • Classifying Needs • Involvement • Affect • Discreet Emotions

  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=ZClXWiZStGA • 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. Affect “emotionally-laden states…ranging [sic] from evaluations, to moods, to full-blown emotions” Solomon, White, Dahl (2014, p. 109) AFFECTIVE RESPONSES: • Evaluation(valenced reactions) +ve -ve • Mood(temporary valence affect accompanied by arousal) • Emotion(more intense than moods and related to a specific triggering event) MARKETER’s USES: • +ve enhanced and highlighted as product benefit • Avoidance of –ve affect as product attribute or means to resolve • or negative state relief (donating)

  15. DISCREET EMOTIONS • Happiness +ve … well being • Envy –ve … desire to bridge gap • Guilt possible objections to self actions • Embarrassment concern for what others think of self

  16. THANKS! PERCEPTION IS REALITY

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