Consumer Motivation Flashcards
What is the motivation process?
Unfulfilled needs> tension>drive> behaviour>need fulfillment
Most individual’s needs are?
Dormant
Need arousal maybe cause by?
- Internal biological stimuli
- emotional and cognitive processes
- external stimulus
How can marketers influence consumers at unfulfilled needs stage?
identify consumer’s unfulfilled needs and create marketing stimuli to arouse consumers’ needs
What does unfulfilled needs create?
psychological tension, individuals strive to reduce the tension, consciously or subconsciously
What does tension creates?
drive for the individual to set goal and carry out behaviour to meet unfulfilled needs
What are the 3 inner psychological characteristics?
- personality
- perception
- attitude
What are the 2 types of goals?
- generic
- product-specific, marketers should associate consumers’ unfulfilled needs to product-specific needs
What happen when goal & behaviour meets unfulfilled needs?
tension is reduced
What if the initial behaviour is NOT sufficient to fulfil the need?
psychological tension persist, individual sets new goal and behaviour to fulfil the same need
What are the 5 types of the maslow hierarchy of needs?
physiological needs, safety and security needs, social needs, ego needs and self-actualisation
What happens when fulfilled needs meet?
Fulfilled need is no longer a source of motivation, individual will find other unmet needs
