Podcast
Questions and Answers
Define consumer motivation.
Define consumer motivation.
Consumer motivation is defined as the biological, emotional, or social forces that drive behavior.
Which of the following are factors affecting behavior? Select all that apply.
Which of the following are factors affecting behavior? Select all that apply.
Thorndike's Law of Effect states that consumers choose products with negative outcomes.
Thorndike's Law of Effect states that consumers choose products with negative outcomes.
False
______ is a theory that outlines sequential needs from basic to growth after deficiency needs are met.
______ is a theory that outlines sequential needs from basic to growth after deficiency needs are met.
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Match the motivational theory with its focus:
Match the motivational theory with its focus:
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What is the process influenced by motivational theories for understanding consumer purchases?
What is the process influenced by motivational theories for understanding consumer purchases?
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Study Notes
Consumer Motivation
- Consumer motivation is driven by biological, emotional, or social forces that influence behavior
- Marketers research consumer motivation to understand preferences and purchasing behavior
Factors Affecting Behavior
- Biological factors: primary needs such as hunger, thirst, and safety
- Emotional factors: emotions like love, joy, anger, and fear
- Social factors: peer pressure, parental influence, and celebrity endorsements
Motivational Theories
- Thorndike's Law of Effect: consumers choose products with positive outcomes and avoid those with negative outcomes
- Maslow's Hierarchy of Needs: sequential needs from basic to growth after deficiency needs are met, including physiological, safety, love, esteem, and self-actualization needs
- Alderfer's EFG Theory: modified Maslow's hierarchy, focusing on existence, relatedness, and growth needs
The Buying Decision
- Definition: process influenced by motivational theories for understanding consumer purchases
- 6 Steps of the Buying Decision Process:
- Problem recognition: identifying a need or want
- Information search: gathering information about potential products
- Evaluation of alternatives: comparing products based on features and benefits
- Purchase decision: selecting a product based on evaluation
- Post-purchase evaluation: assessing satisfaction with the product
- Disposal: deciding what to do with the product after use
Application of Buying Process
- Used for "Shopping Goods" (product categories, not brands)
- Not used for impulse purchases (quick, unplanned buys)
- Marketer strategy: influence impulse buys with strategic placements (e.g., checkout chocolates)
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Description
Understanding the biological, emotional, and social forces that drive consumer behavior, including factors that influence purchasing decisions and motivational theories.
