Flashcards
Consumer Behaviour Chapter 3 Needs and Motivation
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- 1MotivationIt is the driving force within individuals that impels them to action, that is derived from tension existing as a result of unfulfilled needs.
Individuals tend to strive to relieve this tension, either consciously or unconsciously, through behaviour that they believe will fulfil this need.
Behaviour is the outcome of motivation - 2NeedsEvery individual has needs
Innate needs: physiological (biogenic) primary needs or motives
Acquired needs: psychological (psychogenic) secondary needs learnt from culture or environment
A need becomes a motive when it is aroused to a sufficient level of intensity
A want refers to objects or experiences that will fulfil the needs
Usually, people are not consciously aware of the needs. Awareness occurs only when realization of the needs has took place
Needs lead to goals - 3GoalsGoals are the sought after results of motivated behaviour.
All behaviour are goal-orientated
Promotional goals (positive - gains)
Prevention goals (negative - avoidance) - 4Needs and GoalsNeeds and goals are interdependent
People are more aware of their goals than their needs and are more aware of their physiological needs than psychological needs - 5Rational Motives versus Emotional MotivesRational motives: select goals based on objective criteria. Carefully consider all alternatives and choose the one that gives the greatest satisfaction
Emotional motives: Do not maximize satisfaction and selection is based on personal or subjective criteria - 6Positive Motivation versus Negative MotivationPositive motivation: approach objects, eg. needs, wants desires (gym to get fit)
Negative motivation: avoidance objects, eg. fear, aversion (gym to avoid getting fat) - 7Needs and Goals are Ever Changing in Life ExperiencesNeeds are never fully satisfied.
Hierarchy of needs exists. New and higher order needs emerge as old and lower-order needs are satisfied .
As we attain goals, we develop new ones - 8Success and Failure influence goalsGoals should be reasonably attainable.
Advertisements should not promise more than what they can deliver as it will decrease repurchase when it does not live up to expectation
Individuals who are able to attain goals, will usually set new and higher goals as they feel more confident of their ability to reach higher goals
Individuals who fail to achieve goals, may lower their aspiration, direct to substiute goals, or go into frustration - 9Defence Mechanism (ways of handling frustration)1. Aggression: aggressive to protect self-esteem
2. Daydreaming: Imaginary gratification, eg, dream to be a lawyer
3. Escapism: to live out a fantasy. dream of living in a big house
4: Identification: Identify own with others that they consider relevant
5. Projection: the blame game
6. Rationalization: giving plausible excuse for not attaining
7. Regression: leads to childish behaviour
8. Repression: ignore the need
9. Withdrawal: withdraw from the situation - 10Arousal of Motives1. Cognitive: random thoughts or memories
2. Emotional: daydream, boredom, frustration, a "push" to achieve goals
3. Environmental: specific cues in the environment such as Xmas carols playing triggered need to shop
4. Physiological: bodily needs - 11Hierarchy of NeedsAbraham Maslow formulated a theory on human motivation based on a hierarchy of needs and identified 5 basic levels of needs (from lowest to highest):
Physiological Needs: requirements to sustain biological life
Safety and Security Needs: order, stability, physical safety, control
Social Needs: love, affection, belonging, acceptance
Ego Needs: Self-acceptance, need for status
Self-actualization: self-fulfilment
It suggests that lower needs are fulfilled first before higher needs emerge but as needs are never fully satisfied, order of needs may overlap.
If a lower-level need experienced deprivation, it may become dominant again - 12A Trio of NeedsDavid McClelland suggested that at any one time, one takes the higher role and the other two are assisting roles.
Power: desire to control, ego, safety, self-esteem, high position in company
Affiliation: social needs
Achievement: personal accomplishment, ego, self-actualization
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- Flashcards on Consumer Behaviour Chapter 3 Needs and Motivation, created by IngIng Hon on 29/11/2014.
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