Need for Autonomy & Motivation in Consumer Behavior PDF
Document Details
Uploaded by AdroitJadeite2449
University College Cork
Tags
Summary
This document explores the different psychological needs that influence consumer behavior. It details various motivational factors like autonomy, stimulation, tension reduction, need for ego defense, reinforcement, affiliation, and identification. The document also examines latent and manifest motives in purchasing decisions and different decision making conflicts.
Full Transcript
Need for Autonomy • The need for individuality and independence. • Importance of autonomy may vary across cultures (individualistic vs collectivist societies). • Themes of independence, uniqueness, individuality Need for Stimulation • People often seek variety and difference out of a need fo...
Need for Autonomy • The need for individuality and independence. • Importance of autonomy may vary across cultures (individualistic vs collectivist societies). • Themes of independence, uniqueness, individuality Need for Stimulation • People often seek variety and difference out of a need for stimulation. • Need for stimulation can lead to brand switching behaviour and impulse purchasing. Need for Tension Reduction • Where people find themselves in uncomfortable or stressful situations, they seek to reduce tension they experience. • The desire to reduce this tension can cause motivation. https://www.youtube.com/ watch?v=ndphyShO9HA&ab _channel=CharlesPope Need for Ego Defense • The need to defend one’s ego or self-concept. • Where an individual feels that they sense of self is threatened they seek to protect this through their behaviors and attitudes. Need for Reinforcement • People often behave in certain ways because they know that that were rewarded for behaviors in the past Need For Affiliation • The need to develop satisfying and mutually beneficial relationships • Group membership: desire to belong can motivate behavior. • Affiliation may be facilitated through consumption. Need for Identification • Role Theory: We play multiple different roles as consumers (student, friend, employee, team member, son/daughter etc.) • Adding and cultivating roles can help individuals in forming a sense of identity • Consumables can consolidate and form identity. • Consumables can act like props for our roles. Latent and Manifest Motives in a Purchase Situation Manifest Motives • known and/or admitted Latent Motives • unknown and/or undisclosed Approach-Approach Approach-Avoidance Avoidance-Avoidance Undesirable Outcome Approach-Avoidance Desirable Outcome Approach-Approach Undesirable Outcome Avoidance-Avoidance Desirable Outcome
