consumer Motivation and Personality

consumer Motivation and Personality

1. Needs

   • physiological needs
   • psychological needs

2. Goals

   • general
   • product specific goals

3. Need Arousal

   • internal stimuli
   • emotional or cognitive processes
   • external stimuli

4. Selecting Goals

   • personal experience and knowledge
   • physical capacity
   • cultural norms and values
   • goal accessibility
     • approach objects
     • avoidance objects

5. Frustration and Defense Mechanisms

   • Aggression
     • Rationalization
       • Regression
         • Withdrawal
           • Projection
             • Identification
             • Repression
         • Daydreaming

6. Murray List

   • ambition
     • materialistic
       • affection
       • information needs
     • power

7. Murray&Edwards

   • achievement
     • affiliation
       • change
       • order
   • exhibition
     • power/dominance

8. Need&Goals are independent

   • needs are never fully satisfied
     • new needs emerge as old ones are satisfied
     • success and failure influence goals

9. A Trio Of Needs

   • power
   • affiliation
   • achievement

10. Measurement of Motives

    • self-reports
      • qualitative research
      • motivational research

11. Facts of personality

    • personality reflects individual differences
      • personality may change
    • personality is consistent and enduring

12. Trait Theory

    • innovativeness
    • materialism
    • ethnocentrism

13. Motivational Factors

    • functional factors
    • hedonic factors
      • cognitive factors
    • social factors

14. personality factor

    • visualizer vs verbalizer
      • object visualizer
        • spatial visualizer
    • materialism
    • ethnocentrism

15. Variety&Novelty seeking

    • exploratory purchase behavior
      • vicarious exploration
    • use innovativeness

16. Brand personality

    • sincerity
      • excitement
        • competence
        • sophistication
          • ruggedness

17. Self-image

    • actual self-image
    • ideal self-image
    • social self-image
    • ideal social self-image