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臺(tái)大消費(fèi)者行為cbmotivationConsumerMotivation03/272OverviewDefinitionTypesofConsumerNeedsMotivationalConflictandNeedPrioritiesMotivationalIntensityTheChallengeofUnderstandingConsumerMotivationMotivatingConsumers03/273DefinitionMotivation:Aninnerforcewhichreflectsgoal-directedarousalConsumerMotivation:thedrivetosatisfybothpsychologicalneedsthroughproductpurchaseandconsumption03/274TypesofConsumerNeeds...PhysiologicalNeedsbasichumanneeds,includingfood,water,andsleepSafetyandHealthNeedsNeedforLoveandCompanionshipNeedforFinancialResourcesandSecurityNeedforPleasure03/275TypesofConsumerNeeds(continued)SocialImageNeedsconspicuousconsumptionNeedtoPossessself-conceptimpulsebuyingNeedtoGiveself-giftsNeedforInformationNeedforVariety03/276Exhibit3.6:TypesofNeeds03/277MotivationalConflictsSatisfyinganeedoftencomesattheexpenseofanotherneed--thesetrade-offscausemotivationalconflictApproach-avoidanceconflictApproach-approachconflictAvoidance-avoidanceconflictResolvingmotivationalconflictsrequiresprioritizingneeds--Maslow’sHierarchyofNeeds03/278Maslow’sHierarchyofNeeds03/279MotivationalIntensityMotivationalintensity:

howstronglyconsumersaremotivatedtosatisfyaparticularneedDependsonneed’simportanceInvolvementPerceivedRisk03/2710MotivationandFeltInvolvementInvolvement:degreetowhichanobjectorbehaviorispersonallyrelevantEnduringvs.situationalCognitivevs.affectiveResponse03/2711PerceivedRiskComponentsuncertaintyconsequencesofoutcomeTypesperformancefinancialphysical(safety)socialpsychologicaltime03/2712RiskReductionStrategiesBytheconsumergatheringinformation“safe”choicesBymanufacturer/retailermoney-backguaranteeswarrantiestrialperiods03/2713TheChallengeofUnderstandingConsumerMotivationReasonsunderlyingconsumermotivationarenotalways“obvious”ResearchisnecessarytodiscoverrealmotivationsbehindbehaviorsPeopledon’talwayswanttodiscloserealreasonsfortheiractionsPeopledon’talwaysknowwhytheydowhattheydo--unconsciousmotivationMotivationschangeovertime03/2714Exhibit3.7:ProjectiveTechniques03/2715MotivatingConsumersOvercomingPriceBarriersProvideOtherIncentivesImplementaLoyaltyProgramEnhancePerceivedRiskArousingConsum

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