Lecture 3

Lecture 3

1. MOTIVATION (PART 2)

   • AROUSAL OF MOTIVES
     • 1. Physiological needs
     • 2. Emotional needs
     • 3. Cognitive needs
     • 4. Environmental needs
     • Two Philosophies
       • Behaviourist School: response to stimulus, concious thoughts are ignored, consumer does not act but reacts
       • Cognitive School: behaviour is directed at goal achievement. Needs/past experiences are reasoned and transformed into attitudes/beliefs
   • TYPES/SYSTEMS OF NEEDS
     • Murrays 28 psychogenic needs
     • Maslows Hierarchy of needs
       • 1. Self-Actualisation(Self Fulfillment) 2. Ego needs (Prestige/status) 3. Social needs (Friendship/belonging) 4. Safety/Security needs (Stability) 5. Psychological needs (Food, water, air)
     • Trio of Needs
       • 1. Power (desire to control environment). 2. Affiliation (need for friendship) 3. Achievement (link to self actualisation)

2. PERSONALITY

   • DEFINITION: The inner psychological characteristics that both determine and reflect how a person responds to his or her environment
   • 1. FREUDIAN THEORY - Unconcious needs or drives are at the heart of human motivation
     • ID = Primitive/instinctual needs for which a person seeks satisfaction
     • Superego = Induvidual's internal expression of society's moral and ethical codes of conduct
     • Ego = Induvidual's concious control that balances the demands of the ID and Superego
   • 2. NON-FREUDIAN PERSONALITY THEORY - Social relationships are fundamental to the formation and development of personality
     • Karen Homey's three personality groups: Compliant (move towards others - attention) Agressive (move against others - admirations) Detached (move away from others -independence)
   • 3. TRAIT THEORY - Focus on measurement of differences in personality in terms of traits (any distinguishing way to differ one induvidual from another)
   • PERSONALITY & UNDERSTANDING CONSUMER BEHAVIOUR
     • 1. Consumer Innovativeness (willingness to innovate)
     • 2. Dogmatism (The rigidity a person displays towards the unfamiliar/information contrary to his beliefs)
     • 3. Social Character
       • Inner Directedness- relying on own values when evaluating products, like ads with features.
       • Outer Directedness - look to others, like ads with examples
     • 4. Need for uniqueness (Consumers who avoid conforming to expectations or standards of others)
     • 5. Optimum Stimulation Level (A personality trait that measures the amount of novelty that induviduals seek in their experiences)
     • 6. Sensation seeking (Need for varied/novel experiences)
     • 7. Variety-Novelty seeking (e.g measuring exploratory purchase behaviour, use innovativeness)