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Chapter 4consumer Motivation 091011084912 Phpapp02 PDF
Chapter 4consumer Motivation 091011084912 Phpapp02 PDF
Consumer Motivation
Consumer Behavior,
Ninth Edition
• Acquired Needs
– Learned in response to our culture or
environment. Are generally psychological
and considered secondary needs
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Positive Negative
• Motivation • Motivation
– A driving force A driving force away
toward some object from some object or
or condition condition
• Approach Goal • Avoidance Goal
– A positive goal – A negative goal from
toward which which behavior is
behavior is directed directed away
• Aggression • Projection
• Rationalization • Autism
• Regression • Identification
• Withdrawal • Repression
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Sado-Masochistic Needs :
Aggression, Abasement
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