Professional Documents
Culture Documents
Consumer Motivation: by Balachandar K Reference Book: Consumer Behavior, Schiffman & Kanuk
Consumer Motivation: by Balachandar K Reference Book: Consumer Behavior, Schiffman & Kanuk
Consumer Motivation: by Balachandar K Reference Book: Consumer Behavior, Schiffman & Kanuk
By Balachandar K
Reference Book: Consumer behavior, Schiffman & Kanuk
Motivation Definition
Needs
GOALS
Generic Goals
Product Specific Goals
The selection of Goals
Personal experiences
Physical capacity
Prevailing cultural norms & values
Goals accessibility in the physical and social
environment
Individuals characteristics
Utilitarian Utility
Hedonic feelings, to enhance satisfaction
Dynamics of Motivation
Substitute Goals
Frustration
Defense Mechanism
Arousal of Motives
Physiological Arousal
Emotional Arousal
Cognitive Arousal
A trio of needs
Power
Affiliation
e.g. groups
Achievement
Measurement of Motivation
Qualitative Research
e.g. underlying feelings, attitudes, and emotions
concerning product, service or brand etc.
Metaphor
analysis
Story telling
Word association and sentence completion
Thematic apperception test
Drawing pictures and photo sorts