Consumer Motivations Flashcards
What is Motivation?
When a need is aroused that the consumer wishes to satisfy, which then creates a state of tension that drives the consumer to attempt to reduce or eliminate it.
What is Tension?
A result of discrepancy between consumer’s current state and desired state (the consumer’s goal)
What are the 2 Key Components of Motivation?
- Needs: State or Condition within the individual that stimulates action
- Goals: A desired end-state distinct from consumer’s current state
Who developed Drive Theory?
Sigmund Freud
What is Drive Theory?
Focuses on biological needs that produce unpleasant states or arousal when they are not satisfied. This states activates goal-oriented behaviour in an attempt to reduce or eliminate this unpleasant state.
Who developed Expectancy Theory?
Victor Vroom
What is Expectancy Theory?
The Cognitive process where expectations of achieving desirable outcomes (positive incentives) motivate our behaviour.
What is Expectancy?
Establishing a strong relationship between effort and performance.
What are Biogenic Needs?
Innate and Psychological Needs - Food, Water, Air and Shelter
What are Psychogenic Needs?
Psychological, Emotional and Cultural Needs - Power, Status, Affiliation, etc.
What are Utilitarian Needs?
Functional and Practical Needs - The objective and tangible attributes of products.
What are Hedonic Needs?
Subjective and Experimental Needs - Excitement, Self-Confidence, Fantasy, etc.
What is Maslow’s Hierarchy of Needs?
Self Actualisation - Self Fulfilment, Enriching Experiences
Esteem - Prestige, Status, Accomplishment
Belongingness - Love, Relationship, Acceptance by Others
Safety - Security, Shelter, Protection
Physiological - Water, Sleep, Food
Wants vs Needs?
Wants are how we choose to satisfy needs. People with the same need may want different things. Wants are based on different consumer experiences, backgrounds and cultures.
What are Motivation Conflicts?
A purchase decision can involve more than one source of motivations, which may not necessarily go together, therefore causing conflicts.
