CHAPTER 2: W4 CONSUMER MOTIVATION

Question 1

What are the forces that drive people
to buy and use products (or not to
buy/use)? (4)

Answer 1

• emotional response
• values
• priorities
• beliefs

Question 2

• it is the processes that lead people to
  behave as they do. It occurs when a need
  arises that a consumer wishes to satisfy.

Answer 2

MOTIVATION

Question 3

• is an internal state that drives people
  to identify and buy products or services that
  fulfill conscious and unconscious needs or
  desires.

Answer 3

MOTIVATION

Question 4

• needs and goals change and grow in
  response to an individual’s physical condition,
  environment, interaction w/ others, and
  experiences.

Answer 4

Dynamics of
Motivation

Question 5

As individual attain their goals, they develop new one.The Motivational
Process

Answer 5

Motivational process

Question 6

The motivational process (6)

Answer 6

tension
motivational strength
motivational direction
behavior
want
goal

Question 7

_____________ if they do not attain their goals, they develop substitute goals.

Answer 7

Motivation

Question 8

are used when a consumer cannot attain specific goals, he/she anticipates what will satisfy a need due to a lack of money, ability, desire or accessibility.

• needs are never fully satisfied because humans constantly have needs. EX. hunger

-new needs emerge as old needs are satisfied (hierarchy of needs)

-people who achieve their goals set new and higher goals for themselves.

Answer 8

Substitute goals

Question 9

Classifying Consumer Needs (3)

Answer 9

1. Henry Murray’s
   NEED Dimension
2. Specific Needs
   and Buying Behavior
3. Maslow’s
   Hierarchy of Needs

Question 10

Autonomy: Being independent

Defendance: Defending the self against criticism.

Play: Engaging in pleasurable activities

Answer 10

Henry Murray’s NEED
Dimension

Question 11

__________________________
Need for achievement: To attain personal accomplishment.

Need for affiliation: To be in the company of others.

Need for power: To control one’s environment.

Need for uniqueness: To assert one’s individual identity.

Answer 11

Specific Needs and Buying
Behavior

Question 12

Maslow’s Hierarchy of Needs (5)

Answer 12

physiological
safety
love/belonging
esteem
self-actualization

Question 13

a model for
understanding the
motivations for
human behavior.
It maps different
motivations onto a
pyramid, with each
level representing a
different human need.

Answer 13

Maslow’s Hierarchy of Needs