251941
CLASS 3: CONSUMER NEEDS AND
MOTIVATIONS
- GOAL SYSTEMS
- Equifinality
- What brand will you choose? > Perceived
instrumentality of a specific means
- Perception about the effectiveness of the
means in attaining the goal
- Perception about the effectiveness of the
means in attaining the goal
- What brand will you choose? > Perceived
instrumentality of a specific means
- Multifinality
- Perceived instrumentality of a specific means
- sum total of the perceived value of all the goals it serves
- Dilution effect!
- Decreased perception of instrumentality of the
multifinal means with respect to each goal
- Decreased perception of instrumentality of the
multifinal means with respect to each goal
- sum total of the perceived value of all the goals it serves
- Perceived instrumentality of a specific means
- Associative networks of
interconnected goals and means
- Means (brands) activate associated goals (Apple & creativity)
- Goals activate associated means (brands) (Thirsty & drinking related items)
- Goals can be nonconsciously activated
- Supraliminal prime: aware of cues.
Exposed to stimuli as part of a
conscious task
- Subliminal prime: not ware of
the cues.
- Supraliminal prime: aware of cues.
Exposed to stimuli as part of a
conscious task
- Nonconscious goals affect consumer behavior
- Equifinality
- Measuring nonconscious
(hidden) goals
- Projective techniques
- Word association
- Sentence completion
- Story completion
- Thrid person questioning phrasing
- Word association
- Projective techniques
- SELF CONCEPT
(ASSOCIATIVE NETWORKS)
- Image congruity Principle
- Compensatory consumption
- The Self-Concept as Repository
(warehouse) of Consumer Chronic
Goals
- Individual self
- Extended self
- Image congruity Principle
- 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
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