Professional Documents
Culture Documents
Chapter 4
The Consumer as an Individual
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Tension
Drive
Behavior
Cognitive processes
Tension reduction
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Types of Needs
Innate Needs
Physiological (or biogenic) needs that are considered primary needs or motives
Acquired needs
Generally psychological (or psychogenic) needs that are considered secondary needs or motives
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Goals
Generic Goals
the general categories of goals that consumers see as a way to fulfill their needs e.g., I want to get a graduate degree.
Product-Specific Goals
the specifically branded products or services that consumers select as their goals e.g., I want to get an MBA in Marketing from Kellogg School of Management.
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Frustration
Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.
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Defense Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.
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Arousal of Motives
Physiological arousal Emotional arousal Cognitive arousal Environmental arousal
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Cognitive School
Behavior is directed at goal achievement Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior
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Self-Actualization (Self-fulfillment)
Ego Needs (Prestige, status, self esteem)
Safety and Security Needs (Protection, order, stability) Physiological Needs (Food, water, air, shelter, sex)
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Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse: Cognizance, Exposition
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A Trio of Needs
Power
individuals desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment closely related to egoistic and self-actualization needs
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Motivational Research
Qualitative research designed to uncover consumers subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.
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