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Motivation and Involvement: Consumer Behaviour
Motivation and Involvement: Consumer Behaviour
Motivation and Involvement: Consumer Behaviour
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright 2006
Pearson Education Canada Inc.
Opening Vignette
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What Is Motivation?
The
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Types of Needs
Innate
Needs
needs
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Types of Motives
Rational
Motives
Motives
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Types of Motives
Latent
Motives
Motives
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Goals
Generic
Goals
Goals
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Personal experiences
Physical capacity
Prevailing cultural norms and values
Goals accessibility in the physical and social
environment
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Negative Motivation
A driving force away
from some object or
condition
Leads to an
Avoidance Goal
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Physiological arousal
Hunger, thirst
Emotional arousal
daydreaming
Cognitive arousal
Random thoughts
Environmental arousal
Cues in the environment (e.g. smell of food)
Copyright 2006 Pearson Education Canada Inc.
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Defence Mechanism
Methods by which people mentally redefine
frustrating situations to protect their selfimages and their self-esteem.
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Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression
Copyright 2006 Pearson Education Canada Inc.
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Behaviourist School
Behaviour is response to stimulus
Elements of conscious thoughts are to be
ignored
Consumer does not act, but reacts
Cognitive School
Behaviour is directed at goal achievement
Need to consider needs, attitudes, beliefs, etc. in
understanding consumer behaviour
Copyright 2006 Pearson Education Canada Inc.
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Murrays List of
Psychogenic Needs
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Murrays List of
Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
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Power
individuals desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment
closely related to egoistic and selfactualization needs
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Mid-range Theories of
Motivation
Psychological Reactance
Motivational arousal due to threat of
behavioural freedom
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Mid-range theories
Hedonic
Consumption
Stimulation Level
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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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Projective Techniques
Metaphor
analysis
Story telling
Picture drawing
Photo sorts
Thematic Apperception Tests
Word Association
Sentence Completion
Third-person technique
Copyright 2006 Pearson Education Canada Inc.
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Use
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Consumer Involvement
The level of personal relevance that a
consumer sees in a product
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Types of Involvement
Enduring
Involvement
involvement
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Involvement
Involvement
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Measures of Involvement
Brand
involvement
Ego involvement
Importance of purchase
Product involvement
Situational Vs Enduring Vs Response
involvement
Involvement Profile
Copyright 2006 Pearson Education Canada Inc.
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Choose
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