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Cons umer

Beha viour
Mot ivati on &
Week 3
Values
With Duane Weaver

IS…..perception = reality?
OU TL INE

 Motivation Process
 Motivational Strength
 Motivational Direction
 Classifying Needs
 Involvement
 Values
Is Perceptio n Reali ty?
 Watch each of these two ads and take notes:
1. What behaviour do you think they are trying to
motivate?
2. What is your overall perception…i.e.: what is the
message to you?
3. What is the target market segment each is going after?

 http://www.youtube.com/watch?v=SkELRp4wKPs
 http://www.youtube.com/watch?v=ogetBqMgau0
Mo tiva tion Pro cess

Motivation
 the processes that cause people to behave
as they do, involving needs, goals and
drives.
Mo tiva tional Str ength

 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
Mo tiva tional Directio n
 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)
Mo tiva tional Directio n
 Motivational Conflicts (cont’d)
“theory of cognitive dissonance”
Cla ssifyin g Ne eds

 Biogenic vs. Psychogenic


 Needs and Buying Behaviour
 Maslow
Cla ssifyin g Ne eds
Bi o vs. Psycho

Biogenic

Vs.

Psychogenic
Cla ssifyin g Ne eds
Needs & Bu yer B ehaviour
 Needs and Buying Behaviour

 AFFILIATION – I belong!!

 POWER – “MASTER of my DOMAIN!”

 UNIQUENESS – “I am different!!”
Cla ssifyin g Ne eds
Ma slow
Invo lve me nt -
Ways to M easure it
 Type of Involvement Matrix
Invo lve me nt -
Ways t o Meas ure it
 Likert Scale
Important…Unimportant
Exciting...Unexciting
Va lu es

 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
Me asu ring Value

 Rokeach Value Survey


 (notates cultural value differences)
Pairs Instrumental Values
with Terminal Values
Ambitious…..A comfortable life
Broadminded….An exciting life
TH ANK S!

PERCEPTION IS REALITY