CLASS 3: CONSUMER NEEDS AND MOTIVATIONS

CLASS 3: CONSUMER NEEDS AND MOTIVATIONS

1. 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
   • 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
   • 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.
   • Nonconscious goals affect consumer behavior

2. Measuring nonconscious (hidden) goals

   • Projective techniques
     • Word association
     • Sentence completion
     • Story completion
     • Thrid person questioning phrasing

3. SELF CONCEPT (ASSOCIATIVE NETWORKS)

   • Image congruity Principle
   • Compensatory consumption
   • The Self-Concept as Repository (warehouse) of Consumer Chronic Goals
   • Individual self
   • Extended self

4. Motivation: driving force of all human behavior

5. Approach and Aviodance motivations

6. Brands are means to attain certain goals. These goals can be things like materialistic things, or things within you > self concept