臺大消費者行為cb moivaion

ConsumerMotivation03/271CH5MotivationOverviewDefinitionTypesofConsumerNeedsMotivationalConflictandNeedPrioritiesMotivationalIntensityTheChallengeofUnderstandingConsumerMotivationMotivatingConsumers03/272CH5MotivationDefinitionMotivation:Aninnerforcewhichreflectsgoal-directedarousalConsumerMotivation:thedrivetosatisfybothpsychologicalneedsthroughproductpurchaseandconsumption03/273CH5MotivationTypesofConsumerNeeds...PhysiologicalNeedsbasichumanneeds,includingfood,water,andsleepSafetyandHealthNeedsNeedforLoveandCompanionshipNeedforFinancialResourcesandSecurityNeedforPleasure03/274CH5MotivationTypesofConsumerNeeds(continued)SocialImageNeedsconspicuousconsumptionNeedtoPossessself-conceptimpulsebuyingNeedtoGiveself-giftsNeedforInformationNeedforVariety03/275CH5MotivationExhibit3.6:TypesofNeeds03/276CH5MotivationMotivationalConflictsSatisfyinganeedoftencomesattheexpenseofanotherneed--thesetrade-offscausemotivationalconflictApproach-avoidanceconflictApproach-approachconflictAvoidance-avoidanceconflictResolvingmotivationalconflictsrequiresprioritizingneeds--Maslow’sHierarchyofNeeds03/277CH5MotivationMaslow’sHierarchyofNeeds03/278CH5MotivationMotivationalIntensityMotivationalintensity:

howstronglyconsumersaremotivatedtosatisfyaparticularneedDependsonneed’simportanceInvolvementPerceivedRisk03/279CH5MotivationMotivationandFeltInvolvementInvolvement:degreetowhichanobjectorbehaviorispersonallyrelevantEnduringvs.situationalCognitivevs.affectiveResponse03/2710CH5MotivationPerceivedRiskComponentsuncertaintyconsequencesofoutcomeTypesperformancefinancialphysical(safety)socialpsychologicaltime03/2711CH5MotivationRiskReductionStrategiesBytheconsumergatheringinformation“safe”choicesBymanufacturer/retailermoney-backguaranteeswarrantiestrialperiods03/2712CH5MotivationTheChallengeofUnderstandingConsumerMotivationReasonsunderlyingconsumermotivationarenotalways““obvious””ResearchisnecessarytodiscoverrealmotivationsbehindbehaviorsPeopledon’talwayswanttodiscloserealreasonsfortheiractionsPeopledon’talwaysknowwhytheydowhattheydo--unconsciousmotivationMotivationschangeovertime03/2713CH5MotivationExhibit3.7:ProjectiveTechniques03/2714CH5MotivationMotivatingConsumersOvercomingPriceBarriersProvideOtherIncentivesImplementaLoyaltyProgramEnhancePerceivedRiskArousingConsumer’sCuriosity03/2715CH5Motivation9、靜夜四無鄰鄰，荒居舊業(yè)業(yè)貧。。1月-231月-23Friday,January6,202310、雨中中黃葉葉樹，，燈下下白頭頭人。。。00:24:5700:24:5700:241/6/202312:24:57AM11、以我獨沈久久，愧君相見見頻。。1月-2300:24:5700:24Jan-2306-Jan-2312、故人江海海別，幾度度隔山川。。。00:24:5700:24:5700:24Friday,January6,202313、乍見翻翻疑夢，，相悲各各問年。。。1月-231月-2300:24:5700:24:57January6,202314、他鄉(xiāng)生白白發(fā)，舊國國見青山。。。06一月月202312:24:57上上午00:24:571月-2315、比不了得得就不比，，得不到的的就不要。。。。一月2312:24上午1月-2300:24January6,202316、行行動動出出成成果果，，工工作作出出財財富富。。。。2023/1/60:24:5700:24:5706January202317、做前前，能能夠環(huán)環(huán)視四四周；；做時時，你你只能能或者者最好好沿著著以腳腳為起起點的的射線線向前前。。。12:24:57上上午午12:24上上午00:24:571月-239、沒有失失敗，只只有暫時時停止成成功！。。1月-231月-23Friday,January6,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。00:24:5700:24:5700:241/6/202312:24:57AM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點點點點小小小小努努力力的的積積累累。。。。1月月-2300:24:5700:24Jan-2306-Jan-2312、世間成成事，不不求其絕絕對圓滿滿，留一一份不足足，可得得無限完完美。。。00:24:5700:24:5700:24Friday,January6,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2300:24:5700:24:57January6,202314、意志志堅強強的人人能把把世界界放在在手中中像泥泥塊一一樣任任意揉揉捏。。06一一月月202312:24:57上上午午00:24:571月-2315、楚塞三三湘接，，荊門九九派通。。。。一月2312:24上上午1月-2300:24January6,202316、少年十五五二十時，，步行奪得得胡馬騎。。。2023/1/60:24:5700:24:5706January202317、空山新雨后后，天氣晚來來秋。。12:24:57上午午12:24上上午00:24:571月-239、楊楊柳柳散散和和風(fēng)風(fēng)，，青青山山澹澹吾吾慮慮。。。。1月月-231月月-23Friday,January6,202310、閱讀一一切好書書如同和和過去最最杰出的的人談話話。00:24:5700:24:5700:241/6/202312:24:57AM11、越越是是沒沒有有本本領(lǐng)領(lǐng)的的就就越越加加自自命命不不凡凡。。1月月-2300:24:5700:24Jan-2306-Jan-2312、越是無能的的人，越喜歡歡挑剔別人的的錯兒。00:24:5700:24:5700:24Friday,January6,202313、知人者智智，自知者者明。勝人人者有力，，自勝者強強。1月-231月-2300:24:5700:24:57January6,202314、意志堅堅強的人人能把世世界放在在手中像像泥塊一一樣任意意揉捏。。06一一月202312:24:57上上午00:24:571月-2315、最具挑挑戰(zhàn)性的的挑戰(zhàn)莫莫過于提提升自我我。。一月2312:24上上午1月-2300:24January6,202316、業(yè)余余生活活要有有意義義，不不要越越軌。。2023/1/60:24:5800:24:5806January202317、一個人即