Chapter 9 Motivation 1 The Preconditions to Need Satisfaction Exchange theory Motivation for exchange is always profit Each party must be better off perceived value of what we gain must exceed perceived value of what we give by more than our transaction costs Motivation Why people select specific behaviors Motivation Expected Benefits Expected Costs Perceived gain perceived give transaction costs What do people value Maslow Most widely cited model of human motivation Humanistic Psychology Study of mind emphasizing positive deviations from norm Satisfying needs should be a human right Needs vs desires Needs are universal human necessities and desires stem from this means of satisfying needs Prepotency Certain needs can be arranged in a hierarchy of strength Multiple motives Each individual has multiple motives active at any time partly satisfying one partly activating the next Needs are arranged in Striving cycle Must work to satisfy a need then rest and relaxation In order to move up the hierarchy lower needs must be met Deficiencies Vs Growth needs Deficiency universal necessities we are sick without while growth are less necessary for survival but crucial to fulfill development of human potential without these spiritual illness Functioning autonomy Adult can fulfill their own needs this is the goal Preconditions for need satisfaction 5 characteristics of human nature that satisfy need gratification 1 Humans are striving organisms Satisfaction is short lived we love products that facilitate striving 2 Must have freedom of choice Without freedom choices are less intrinsic less satisfaction so in marketing don t come on too strong Reactance effect freedom threats produce attempts to establish freedom 3 We re curious Causes people to explore different ways to satisfy their needs consumer promiscuity switching brands and categories 4 Humans have a need to know and understand Consumers seek information regarding products before and after purchase decision 5 We re self expressive Performed to express our true thoughts and feelings Coping behavior vs expressive behavior Coping behavior is for extrinsic motives expressive behavior is a primary source of pleasure Chapter 10 Motivation 2 Deficiency Needs and Neurotic Needs Hierarchy of deficiency needs Most widely referenced part of Maslow s model of motivation Most basic needs are satisfied first Psychological Needs Sensory homeostatic Hunger sleep sex activity exercise and sensory pleasures If they aren t satisfied they will dominate motivation even if others aren t satisfied too Sensory and hedonistic Psychological hedonism view that behavior is motivated by the desire for pleasure and avoidance of pain Ethical hedonism Minimize pain and maximize pleasure Best source of pleasure friendship Generalizations about motivation 1 People put off doing things in order to pursue fun 2 Pleasure has a time value procrastination 3 People are motivated to attend to stimuli that promise the attainment of 4 Drive for hedonism is so strong in some people that they cant control their pleasure consumption Homeostasis Body has inner harmony Hunger sex sleep etc are considered homeostatic needs because they are regulated by the body Drive states When the body s equilibrium position is altered because an internal resource is needed Action Impulses Physical energy intended to lead directly to an appropriate approach avoidance overt behavior Drive objects items in environment that naturally and fully satisfy internal tension caused by the drive state Substitute Drive objects Objects that can partially reduce drive state energy The safety needs Personal safety includes need for security stability dependency protection freedom from fear anxiety chaos structure order laws limits etc Physical safety Need for security stability protection law order etc Psychological safety Need for freedom from fear and chaos psychological stability structure and order The belongingness needs Needs based on desire for social contact with other human beings The love needs Humans need love in their life especially in the first three years both receiving and giving Esteem needs Esteem and dominance needs social esteem is more important than self esteem Limitations of hierarchy of needs and motives model Individual must been seen as an integrated whole People primarily wish for things that are attainable Must include people that are psychologically healthy Humans inherit behavior tendencies subconscious instinctoids Neurotic needs People deprived of d needs develop unnaturally high need states Persistence of need past normal need time Less satisfaction from need gratification Neurotic needs can be based on Deprivation affluence satisfaction 5 preconditions 8 deficiency needs 13 demand functions that can be under over or satisfied virtually all adults have neurotic needs How do neurotic needs affect marketing and consumer behavior Impulsive behaviors down leveling people can attain their needs so they attempt to fulfill another one leadership behaviors bad managers Conclusion Deficiency needs are important because they represent first needs encountered on the path up the pyramid Vast majority of humans satisfy these needs on a recurring basis making them a natural target for much advertising and promotion If D needs are under or over satisfied neurotic needs develop and produce unnaturally large drive states Virtually everyone you work with will have some of these It is easy to over react in such instances and thereby demonstrate your own neurotic needs If you can develop a successful strategy for coping with the neurotic needs of key accounts you will achieve more pleasure and less pain in life Chapter 11 Motivation 3 Growth Needs Meta needs and meta motives If deficiency needs are fulfilled people become motivated by other higher motives Based on growth needs and satisfying them is self actualization Universal noncultural instinctual Growth vs deficiency needs Equal potency Meta needs are equally potent and can be arranged in a hierarchy Higher needs may emerge after a period of deficiency need deprivation Growth needs get stronger the more they are fed The higher the need the fewer people we share it with The higher the need the less common and less urgent it is The higher the need the more healthy and satisfying it is More preconditions and pro social Reveal self ID Meta pathologies Meta need that goes unsatisfied for too long What happens to people who never focus on growth
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