DM 272 1st Edition Lecture 12Outline of Last Lecture I. What is MotivationII. The Motivation ProcessIII. What is Motivation (Cont.)IV. Motivational Intensity/StrengthV. Motivational DirectionVI. Motivational ConflictsVII. Theory of Cognitive DissonanceVIII. Types of Consumer NeedsOutline of Current LectureI. Need to Possess -Why do we collectII. Maslow’s Hierarchy of Human NeedsIII. Issues with Applying the Maslow’s HierarchyIV. Personal ValuesV. Challenges of Understanding Consumer MotivationCurrent LectureNeed to Possess-Why do we collect- To yield utility to the collector- Materialistic luxury consumptiono Indicator of social class- Financial gain for set completionThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Signs of meanings and/or memories- To establish social networks- A hope of immortality beyond deathMaslow’s Hierarchy of Human Needs- Self, Ego Needs, Belongingness, Safety, Physiological - The question: could gardening behavior satisfy needs at different level of hierarchy?o Physiological: “I like to work in the soil.” o Safety: “I feel safe in the garden.”o Belongingness: “I can share my produce with others.”o Ego: “I can create something of beauty.” o Self-Actualization: “My garden gives me a sense of peace.”Issues with Applying the Maslow’s Hierarchy- The hierarchy is too simplistic-why?o One consumer behavior could satisfy needs at every level of the hierarchy.o Needs are not always ordered exactly as in the hierarchyo The hierarchy may only apply in the Western culturePersonal Values- Beliefs about life and acceptable behavior - Unlike lifestyles, personal values are more enduringo More central in the personality structure- Rokeach Value Scale (RVS)o Terminal: Desirable end stateso Instrumental: Modes of Conduct- The List of Values (LOV)- more related to marketing applicationso Sense of belongingo Excitemento Warm relationships with otherso Self-fulfillmento Being well respectedo Fun and enjoyment of lifeo Securityo Self-respecto A sense of accomplishment- What are some of the personal values that drive the consumption of organic food?o Security (health, a comfortable life)o Happinesso Inner Harmonyo Fun and enjoyment of lifeo A sense of accomplishmentChallenges of Understanding Consumer Motivation- Consumers may not feel comfortable to disclose the real reasonso Are they socially acceptable?- Consumers may not be able to tell why they behave the way they doo Unconscious motivation- What motivates purchases today may not be the same in the
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