A2.pdf

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