CLASS 3: CONSUMER NEEDS AND MOTIVATIONS

GOAL SYSTEMS
1. Equifinality
  1. What brand will you choose? > Perceived instrumentality of a specific means
    1. Perception about the effectiveness of the means in attaining the goal
2. Multifinality
  1. Perceived instrumentality of a specific means
    1. sum total of the perceived value of all the goals it serves
    2. Dilution effect!
      1. Decreased perception of instrumentality of the multifinal means with respect to each goal
3. Associative networks of interconnected goals and means
4. Means (brands) activate associated goals (Apple & creativity)
5. Goals activate associated means (brands) (Thirsty & drinking related items)
6. Goals can be nonconsciously activated
  1. Supraliminal prime: aware of cues. Exposed to stimuli as part of a conscious task
  2. Subliminal prime: not ware of the cues.
7. Nonconscious goals affect consumer behavior
Measuring nonconscious (hidden) goals
1. Projective techniques
  1. Word association
  2. Sentence completion
  3. Story completion
  4. Thrid person questioning phrasing
SELF CONCEPT (ASSOCIATIVE NETWORKS)
1. Image congruity Principle
2. Compensatory consumption
3. The Self-Concept as Repository (warehouse) of Consumer Chronic Goals
4. Individual self
5. Extended self
Motivation: driving force of all human behavior
Approach and Aviodance motivations
Brands are means to attain certain goals. These goals can be things like materialistic things, or things within you > self concept

Resumen del Recurso

	Creado por bwvl hace alrededor de 13 años