Lesson 9: Motivation Flashcards
Motivation
- The forces that activate and direct our purchasing behaviour
- broken down into four major areas:
- BIOLOGICAL: basic needs for survival
- EMOTIONAL: love, sympathy, anger
- RATIONAL: reason, logic, inner conscience
- SOCIAL: peer pressure and modeling behavior
Maslow’s Hierarchy of Needs
- A motivational theory used to understand consumer behaviour.
- Arranged in a pyramid format (basic needs on bottom → highest need at the top)
- Once a need on the lower tier is satisfied, the consumer moves up the pyramid to satisfy a higher need.
Physiological
The first level are the most basic needs - Food, water, clothing, air, ect.
Safety
The second level focuses on satisfying our need for the feeling of being safe.
This could be our body, our home, our family ect.
Belonging
Belonging is the need to feel like you have a home, a posie, a place and people who accept you for who you are.
Esteem
Self confidence, self esteem, respect.
Self actualization
Being your best self
Living your best life
Social Factors
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* groups of people inlucening eachother throughculture, subculture and refernce group
* groups of people you aspire to belong to and be like
* A person’s culture is represented by a large group of people with a similar heritage.
* Subcultures are cohesive groups that exist within a larger culture.
* A reference group may be either a formal or informal group. Examples include churches, clubs, schools
Personal Factors
- Individual’s decisions are influenced by personal factors such as buyer’s age, life cycle state, occupation, finances, lifestyle, personality and self concept.
- Tastes and preferences change with life stage and age.
- Personality distinguishes one person from another..
- I.e. self confidence, adaptability, sociability
- Many brands develop an image and personality that corresponds to the consumers traits
Personal Factors examples
- Activities - how consumers spend time i.e.. school, work, hobbies, vacation, sports etc.
- Interests - preferences and priorities i.e. family, home, friends, food
- Opinions - feelings towards issues i.e. themselves, products, politics etc.
Psychological Factors
A buyers choice can be influenced by motivation, perception, learning, beliefs and attitudes
The Buying Process
- Problem Recognition
- Decision Point
- Information Search
- Evaluation of Alternatives
- Purchase Decision
- Evaluate Purchase
The Buying Process EXAMPLE
- Car Breaks Down
- Fix, Public Transport, New
- Friends, Dealer, Online
- Mazda, VW, Honda, Ford
- Buy the VW
- Are you satisfied? Why or why not?
Gross income
Income you make before paying taxes
Disposable income
Amount of money left over after paying taxes
Discretionary income
Amount of money left over after paying for all expenses
For low-income consumers
Price is often the most important factor
For high-income consumers
Brand and quality are more important
Peer Influence
- Our friends and family influence the products and services we use
- We buy the same brands that our peers have and often ask for their recommendations!
Social Responsibility
- Consumers are motivated by a sense of social responsibility
- They want to buy from brands that are making positive change
Technology
- Technology enhances the shopping experience
- Example:
- Personalized ads and timely offers
- Quicker check-out
- VR/AR
Psychological Factors
belief
- a opinion a person holds about something,
- dark chocolate is good
Psychological Factors attitude
- same as belief but has meotional feeking and behviour
- attitude about dark chocolate might be expressed as a belief (“dark chocolate is delicious”),
- a feeling (“dark chocolate makes me happy,”)
- behavior (“I eat dark chocolate every afternoon as a pick-me-up”).
