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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