Chapter 3 Flashcards
Motivation
driving force within individuals that impels them to act
Needs
circumstances or things that are wanted or required, and therefore direct the motivational forces
2 types of needs
- biogenic/physiological needs
2. psychogenic/psychological needs
Biogenic/physiological needs
sustain physical existence. For example food, water, air, sex etc…
Psychogenic/psychological needs
motivational forces that are learned from our parents, social environment and interaction with others
Goals
sought after outcomes of motivated behavior
2 set of goals
- generic goals
2. product-specific goals
Generic goals
outcomes that the consumers seek in order to satisfy physiological and psychological needs (for example; student wants to become an entrepreneur)
Product-specific goals
outcomes that the consumer seek by using a given product or service (for example: student want to obtain a MBA from Stanford)
Approach objects
positive outcomes that people seek
Avoidance objects
negative outcomes that people want to prevent
Frustration
feeling that results from failure to achieve a goal
Defense mechanism
cognitive and behavioral ways of handling frustration in order to protect one’s self esteem
Primary defenses
- aggression
- rationalization
- regression
- withdrawal
- projection
- daydreaming
- identification
Maslow’s hierarchy of needs
five levels of human needs
Five levels of human needs
- physiological needs
- safety and security needs
- social needs
- ego needs
- self-actualization
Physiological needs
food, water, air etc
Safety and security needs
protection, order, stability
Social needs
affection, friendship, belonging
Ego needs
prestige, social status, self-esteem
Self-actualization
self fulfillment
Motivational research
a “term of art” that refers to a qualitative studies conducted by Dr. Ernest Dichter in the later 50s and 60s which were designed to uncover consumers’ subconscious and hidden motivations in the context of buying and consumption (ex; cigarettes, cars, dolls etc..)
Personality
represent inner psychological characteristics that both determine and reflects how we think and act
Personality issues
- personality reflects individuals differences
- personalityis generally consistent and enduring
- personality can change
