MichaelR.Solomon消费者行为学第6版.ppt

Chapter 4Motivation and Values Opening Vignette: Paula What are Paula’s motivations for being a vegetarian? How is vegetarianism being promoted and who is promoting it? How is the beef industry responding to this movement toward a meatless diet? How are values influencing individuals’ choices in consumption? The Motivation Process Motivation: The processes that lead people to behave as they do. It occurs when a need arises that a consumer wishes to satisfy. Utilitarian need: Provides a functional or practical benefit Hedonic need: An experiential need involving emotional responses or fantasies Goal: The end state that is desired by the consumer. The Motivation Process Drive: The degree of arousal present due to a discrepancy between the consumer’s present state and some ideal state Want: A manifestation of a need created by personal and cultural factors. Motivation can be described in terms of: Strength: The pull it exerts on the consumer Direction: The particular way the consumer attempts to reduce motivational tension Ads Reinforce Desired States This ad for exercise shows men a desired state (as dictated by contemporary Western culture), and suggests a solution (purchase of equipment) to attain it. Motivational Strength Biological vs. Learned Needs: Instinct: Innate patterns of behavior universal in a species Tautology: Circular explanation (e.g. instinct is inferred from the behavior it is supposed to explain) Drive Theory: Biological needs produce unpleasant states of arousal. We are motivated to reduce tension caused by this arousal. Homeostasis: A balanced state of arousal Expectancy Theory: Behavior is pulled by expectations of achieving desirable outcomes – positive incentives – rather than pushed from within Motivational Direction Needs Versus Wants: Want: The particular form of consumption used to satisfy a need. Types of Needs Biogenic needs: Needs necessary to maintain life Psychogenic needs: Culture-related needs (e.g. need for status, power,