Professional Documents
Culture Documents
Definition:
Model of motivation:
This model portrays motivation as a state of need induced tension that drives the individual to
engage in behaviour that he or she believes will satisfy the need and thus reduce the tension.
Learning
Needs wants,
and desires
Tension
Behavior
Drive
Goal or
need
fulfillment
Cognitive
processe
s
Tension
reduction
Motives guide consumers to buy certain products and not the other.
Influencing consumer perception and learning:
Motives influences consumer perception and learning process.
Types of motives:
The types are:
Arousal of motives:
Four arousal of motives are:
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
Physiological arousal:
Physiological cues are involuntary and it cause uncomfortable tension.
Eg: stomach contraction will trigger awareness of a hunger need.
Emotional arousal:
Autistic thinking(Daydreaming) arouse emotional need and drive them into goal
oriented behaiour.
Eg: fear of examination drives the student to sit and study.
Cognitive arousal:
Random thought can lead to cognitive awareness of needs.
Eg: ads that provide reminder of home make one feel to speak with parents.
Environmental arousal:
Dynamics of motivation:
Measurement of motives:
This research is qualitative and experiment can be performed for only small
group so generalization of the result for large group will sometimes give wrong
result.
This research generate more subjective opinion and it is difficult for the
marketer to understand consumer behaviour.
Definition:
Nature of personality:
Personality reflects individual difference:
Individual personality are unique combination of factors so no individuals are alike.
Many individuals may be similar in terms of single personality characteristic which help
marketers to categorize consumers into different groups and identify their market
segment.
Personality is consistent and enduring:
Personality has both consistency and endurance.
Personality can change:
Some major life events and gradual maturing process changes the personality.
Theories of personality:
Freudian theory.
Neo-Freudian theory.
Trait theory.
Freudian theory:
This theory is proposed by Sigmund Freuds.
This theory is built on the premises Unconscious needs or drives are at the heart of
human motivation.
Human personality consist of 3 interacting systems:
o Id
o Superego
o Ego
Id:
Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction.
Eg: hunger, thirst, etc.
Superego:
Individuals internal expression of societys moral and ethical codes of conduct.
It sees whether individual satisfies the need in the socially acceptable fashion.
Ego:
Individuals conscious control that balances the demands of the id and superego