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Motives
A motive is simply a reason for carrying out a particular behaviour
Needs are the basis of all motivation
Wants are specific satisfiers
Drive
Drive is the force that makes a person respond to a need
It is an internal stimulus caused by a gap between someone’s actual state and their desired state
It is created when the position someone is in at that moment differs from the position they would like to be in
Classification of consumer motives
Primary motives The reasons that lead to the purchase of a product class.
Secondary motives These are the reasons behind buying a particular brand.
Rational motivesThese motives are based on reasoning, or a logical assessment of the person’s current
situation.
Emotional motives Motives having to do with feelings about the brand.
Conscious motives These are the motives of which we are aware.
Dormant motives These motives operate below the conscious level.
Zuckerman’s hierarchy of stimulation
Stimulation increases – the thrill-a-minute life
Thrill-seeking
Experience-seeking
Disinhibition
Boredom
Risk decreases – the quiet
life
Motivational conflict
Approach-approach conflict: When an individual is faced with two or more desirable alternatives
Avoidance-avoidance conflict: When the individual is faced with two or more equally unappealing choices
Approach-avoidance conflict: When the course of action has both positive and negative consequences