Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK

Chapter 4
The Consumer as an Individual

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Figure 4.1 Model of the Motivation Process

Learning Needs wants, and desires Goal or need fulfillment

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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The Selection of Goals

The goals selected by an individual depend on their:
Personal experiences Physical capacity Prevailing cultural norms and values Goals accessibility in the physical and social environment

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Figure 4.3 Achieving Goals by Subscribing to a Magazine

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Figure 4.4 Different Appeals for Same Goal Object

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Motivations and Goals

Positive Motivation Negative Motivation A driving force A driving force toward some away from some object or condition object or condition Approach Goal Avoidance Goal
A positive goal toward which behavior is directed A negative goal from which behavior is directed away

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Rational Versus Emotional Motives

Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon Emotional motives imply the selection of goals according to personal or subjective criteria

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The Dynamic Nature of Motivation

Needs are never fully satisfied New needs emerge as old needs are satisfied People who achieve their goals set new and higher goals for themselves

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Figure 4.6 New and Higher Goals Motivate Behavior

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Figure 4.7 Changing Consumer Needs

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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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Table 4.2 Defense Mechanisms

Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression

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Arousal of Motives
Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

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Figure 4.8 Cognitive Need Arousal

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Philosophies Concerned With Arousal of Motives

Behaviorist School
Behavior is response to stimulus Elements of conscious thoughts are to be ignored Consumer does not act, but reacts

Cognitive School
Behavior is directed at goal achievement Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior
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Figure 4.9 Maslows Hierarchy of Needs

Self-Actualization (Self-fulfillment)
Ego Needs (Prestige, status, self esteem)

Social Needs (affection, friendship, belonging)

Safety and Security Needs (Protection, order, stability) Physiological Needs (Food, water, air, shelter, sex)

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Table 4.3 Murrays List of Psychogenic Needs

Needs Associated with Inanimate Objects: Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power, Accomplishment, and Prestige: Superiority, Achievement, Recognition, Exhibition, Infavoidance Needs Connected with Human Power: Dominance, Deferrence, Similance, Autonomy, Contrariance

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Table 4.3 Murrays List of Psychogenic Needs

Sado-Masochistic Needs : Aggression, Abasement

Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse: Cognizance, Exposition

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Figure 4.10 Appeal to Egoistic Needs

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Figure 4.11 Appeal to SelfActualization

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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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Figure 4.12 Appeal to Power Needs

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Figure 4.13 Appeal to Affiliation Needs

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Figure 4.14 Appeal to Achievement 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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