schiff man 04
TRANSCRIPT
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Chapter 4
Consumer Behavior,
Eighth Edition
SCHIFFMAN & KANUK
The Consumer as an
Individual
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Figure 4.1 Model of the Motivation
ProcessLearning
Needs
wants,and
desires
Tension
Goal or
needfulfill-
ment
Drive Behavior
Cognitive
processes
Tension
reduction
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Types of Needs
• Innate Needs
– Physiological (or biogenic) needs that are
considered primary needs or motives
• Acquired needs
– Generally psychological (or psychogenic) needsthat are considered secondary needs or motives
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Goals
• Generic Goals
– the general categories of goals that consumerssee as a way to fulfill their needs
– e.g., “I want to get a graduate degree.”
• Product-Specific Goals
– the specifically branded products or services
that consumers select as their goals – e.g., “I want to get an MBA in Marketing from
Kellogg School of Management.”
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The Selection of Goals
• The goals selected by an individual dependon their:
– Personal experiences – Physical capacity
– Prevailing cultural norms and values
– Goal’s accessibility in the physical and socialenvironment
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Figure 4.3
Achieving
Goals by
Subscribing
to a Magazine
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Figure 4.4 Different Appeals for
Same Goal Object
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Motivations and Goals
• Positive Motivation
– A driving force
toward someobject or condition
• Approach Goal
– A positive goal
toward which
behavior is directed
• Negative Motivation
– A driving force
away from someobject or condition
• Avoidance Goal
– A negative goal from
which behavior is
directed away
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Rational Versus Emotional
Motives• Rationality implies that consumers select
goals based on totally objective criteria such
as size, weight, price, or miles per gallon• Emotional motives imply the selection of
goals according to personal or subjectivecriteria
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The Dynamic Nature of
Motivation• Needs are never fully satisfied
• New needs emerge as old needs are satisfied
• People who achieve their goals set new andhigher goals for themselves
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Figure 4.6 New and Higher Goals
Motivate Behavior
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Figure 4.7
ChangingConsumer
Needs
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Frustration
Failure to achieve a
goal may result in
frustration. Someadapt; others adopt
defense mechanisms
to protect their ego.
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DefenseMechanism
Methods by which
people mentally
redefine frustratingsituations to protect
their self-images and
their self-esteem.
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Table 4.2 Defense Mechanisms
• Aggression
• Rationalization
• Regression
• Withdrawal
• Projection
• Autism
• Identification
• Repression
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Arousal of Motives
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
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Figure 4.8
CognitiveNeed
Arousal
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Philosophies Concerned With
Arousal of Motives• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to beignored
– Consumer does not act , but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Need to consider needs, attitudes, beliefs, etc.in understanding consumer behavior
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Physiological Needs
(Food, water, air, shelter, sex)
Safety and Security Needs
(Protection, order, stability)
Social Needs
(affection, friendship, belonging)
Figure 4.9 Maslow’s Hierarchy of Needs
Ego Needs
(Prestige, status, self esteem)
Self-Actualization
(Self-fulfillment)
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Table 4.3 Murray’s List of
Psychogenic Needs
Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power,
Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:Dominance, Deferrence, Similance, Autonomy, Contrariance
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Table 4.3 Murray’s List of
Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition
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Figure 4.10 Appeal to Egoistic
Needs
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A Trio of Needs
• Power
– individual’s desire to control environment
• Affiliation – need for friendship, acceptance, and belonging
• Achievement
– need for personal accomplishment – closely related to egoistic and self-actualization
needs
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Figure 4.12
Appeal toPower Needs
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Figure 4.13
Appeal toAffiliation
Needs
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Figure 4.14
Appeal toAchievement
Needs
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MotivationalResearch
Qualitative research
designed to uncover
consumers’
subconscious or hidden
motivations.
Consumers are notalways aware of, or
may not wish to
recognize, the basicreasons underlying their
actions.