The Consumer 1

The Consumer 1

1. Motivation

   • A reason(s) for acting or behaving in a particular way

2. Drive

   • An innate, biologically determined urge to attain a goal or satisfy a need

3. Need

   • Range from survival needs, to cultural, intellectual and social needs. A driver of human action to achieve sustainable living

4. Want

   • Is the desire of products that are not needed for everyday survival, its what consumers wish to have but not necessary

5. Utilitarian Need

   • Shopping to accomplish a specific task; usually associated with work

6. Hedonic Need

   • Shopping for pleasure, entertainment, or recreation

7. Drive Theory

   • Created by Daniel Pink focuses on human motivation is largely intrinsic and that there are three aspects of motivation.
     • Autonomy
       • Our desire to be self directed; increases engagement over compliance
     • Mastery
       • The urge to get better skills
     • Purpose
       • The desire to do something that has meaning and is important

8. Expectancy Theory

   • Created by Victor Vroom, proposes an individual will behave or act in a certain way because they are motivated to select a specific behaviour over other behaviours due to what they expect the result of that selected behaviour will be

9. Maslow's Hierarchy

   • Created by Abraham Maslow shows the needs that motivate human behaviour in a form of triangle; 5 aspects of the triangle
     • Self-actualization; final stage, Personal fulfillment, achieve potential
     • Esteem; Success, status
     • Belongingness and Love; Group membership, affection
     • Safety; Security, protection
     • Physiological; Sex, hunger and thirst, survival needs