1. Consumer Motivation
Ch 4

2. Motivation Needs Goals Interdependence Innate/primary
Acquired/secondary
Goals
Sought-after results
Means/ends analysis
Interdependence
More aware of one or the other, even while both exist

3. Motivation – continued
Direction of influence
Positive/approach
Negative/avoidance
Reason
Rational motives
Emotional motives

4. Dynamics of motivation
Needs are never fully satisfied
Needs emerge as needs are ‘satisfied’
Success and failure influence goals
Achievement = increase level of aspiration
Failure = decrease level of aspiration
Substitute goals with non-achievement
Failure = frustration = defense mechanism

5. Defense mechanisms Aggression – get mad
Rationalization – reasons for failure or deciding not worth it
Regression – act immature
Withdrawal – give up
Projection – blame someone
Autism – little effort to achieve
Identification – act like others
Repression – act like need doesn’t exist

6. Arousal of needs Physiological arousal Emotional arousal
Cognitive arousal
Environmental arousal

7. Hierarchy of needs? Maslow’s hierarchy Self actualization Ego needs
Social needs
Safety/security needs
Physiological needs

8. Trio of needs?
Power
Affiliation
Achievement

9. Measurement of needs
Qualitative research - why
Quantitative – what