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Consumer Behaviour Motivation & Values. Week 3 With Duane Weaver. IS…..perception = reality?. OUTLINE. Motivation Process Motivational Strength Motivational Direction Classifying Needs Involvement Values. Is Perception Reality?. Watch each of these two ads and take notes:

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consumer behaviour motivation values

Consumer Behaviour Motivation & Values

Week 3

With Duane Weaver

IS…..perception = reality?

outline
OUTLINE
  • Motivation Process
  • Motivational Strength
  • Motivational Direction
  • Classifying Needs
  • Involvement
  • Values
is perception reality
Is Perception Reality?
  • Watch each of these two ads and take notes:
    • What behaviour do you think they are trying to motivate?
    • What is your overall perception…i.e.: what is the message to you?
    • What is the target market segment each is going after?
  • http://www.youtube.com/watch?v=SkELRp4wKPs
  • http://www.youtube.com/watch?v=ogetBqMgau0
motivation process
Motivation Process

Motivation

  • the processes that cause people to behave as they do, involving needs, goals and drives.
motivational strength
Motivational Strength
  • Biological vs. Learned Needs

(innate instinct vs. learned behaviour)

  • Drive Theory

(achieving homeostasis by satiating tension caused by the arousal of unpleasant states)

  • Expectancy Theory

pulled by positive incentives (goals) rather than pushed from within

motivational direction
Motivational Direction
  • MOTIVES tend to be directional
  • Needs vs. Wants
    • Need = unsatisfied requirement (hunger)
    • Want = the way a person satisfies a need which ultimately is dependent on “their historical reality” (cheeseburger vs. trail mix)
  • Types of Needs
    • Biogenic or psychogenic
  • Motivational Conflicts (see next slide)
motivational direction1
Motivational Direction
  • Motivational Conflicts (cont’d)

“theory of cognitive dissonance”

classifying needs
Classifying Needs
  • Biogenic vs. Psychogenic
  • Needs and Buying Behaviour
  • Maslow
classifying needs bio vs psycho
Classifying NeedsBio vs. Psycho

Biogenic

Vs.

Psychogenic

classifying needs needs buyer behaviour
Classifying NeedsNeeds & Buyer Behaviour
  • Needs and Buying Behaviour
    • AFFILIATION – I belong!!
    • POWER – “MASTER of my DOMAIN!”
    • UNIQUENESS – “I am different!!”
involvement ways to measure it
Involvement -Ways to Measure it
  • Type of Involvement Matrix
involvement ways to measure it1
Involvement -Ways to Measure it
  • Likert Scale

Important…Unimportant

Exciting...Unexciting

values
Values
  • VALUE

A belief that one condition is preferable to its opposite

  • VALUE SYSTEM

Rankings of importance of values in a culture

  • ENCULTURATION

Learning beliefs and values endorsed by one’s own culture

  • ACCULTURATION

Learning the beliefs and values endorsed by another culture

measuring value
Measuring Value
  • Rokeach Value Survey
  • (notates cultural value differences)

Pairs Instrumental Values

with Terminal Values

Ambitious…..A comfortable life

Broadminded….An exciting life

thanks
THANKS!

PERCEPTION IS REALITY

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