Consumer Behaviour

Cultural Diversity
INDIA - States & UT Cultures and Sub-cultures
Food, cuisine, Languages practices, traditions, Beliefs & myths, consumption, Religion(within), casts, professions,

Cultural Diversity
Hamlets diversity Purchasing Power
Rural & urban, developing and developed.

Niche Market for different products.

Cultural Diversity
In India, more than 40% Indians, earn less than 1 dollar a day. Culture Influences consumer preferences :
Kelloggs : when introduced cereal breakfast ( USP Crispy), consumers were not in habit of using cold milk in breakfast. culture

Cultural Diversity
lifestyle and preferences, Indian consumers reflect a range of behaviour from price sensitive based value expectations to showcasing brand symbolism. Changing Lifestyles & Values TVS Streak & Honda Pleasure Young aspiring independent urban women different to male dominated society.

Cultural Diversity
Functional value associated with mass market brand offering at lowest price FMCG Small Serving 1-2 occasions Shampoos, tea, chocolate, coffee, toothpaste, hair oil, detergents, soaps, cream etc.. Brand Penetration India Max Films- max celebrities Film stars & sports

Cultural Diversity
Diversity in Retail : - Kariana Shops. Market need to develop sound business models after considering psychological , cultural, socio-cultural, socio-economic based consumer segmentation.

Cultural Diversity
Unorganized Market Not branded offering
Manufactured by small units, low priced, Geographical units place of production illegal duplicates are also part

Unorganized bigger than organised

Eg. Watches, footwear, Detergent, tea, CD, apparel, cooking utensil, optical wear, bakery products etc.

Cultural Diversity
Categories like Rice, wheat, jewelry branded offering account for 1-3% only,
In such categories loyalty to middlemen than products.

Indian Youth(15-25 years ) 200 to 215 millions. Marketers to ensure the judicious mix of values, customs, traditions, life styles, practices, theories etc.

Customer and Consumer

Traditionally, customer was used to define the
people whom the organization dealt with externally and refers to the purchaser of the product or service.

Customer and Consumer

However, 1990s witnessed a dramatic shift and differentiation between customer and consumer, wherein consumer refer to
individual who purchases product and services for personal consumption and are end user of a product or service addresses both internal and external system, purchases for personal consumption hence includes the process of obtaining, consuming and disposing.

Consumer Behaviour
Consumer behaviour is relatively new field of study developed in the mid to late 60s by the marketing theorists having borrowed concepts from psychology, sociology, anthropology, economics to form new marketing discipline. Consumer behaviour was traditionally been a study of why people buy as it becomes easier to develop strategies to influence consumers, once marketer knows the reasons people buy specific products or brands.

Consumer Behaviour
Eventually CB expended its domain to decision making process involving the acts of consumer directly involved in obtaining, using and disposing of economic goods and services Wherein CB means all Acts of Buying :
Why, where, how, what, and how often.

Consumer Behaviour
According to Loudon & Bita CB may be defined as the decision process and physical activity, individuals engage in, when evaluating, acquiring, using or disposing of goods and services.

Consumer Behaviour
Schiffman and Kanuk CB can be defined as the behaviour the consumer display in searching for, purchasing, using, evaluating and disposing of products, services and ideas, which they expect will satisfy their needs.

Consumer Behaviour
As per Blackwell activities people undertake when obtaining, consuming, and disposing of products and services Three primary activities included in the definition are :
Obtaining, Consuming and Disposing

Consumer Behaviour
Obtaining refers to the activities leading up to and including the purchase or receipt of a product. These activities include searching for product features and choices, evaluating alternative products or brands, and purchasing, how consumer buy, do they shop at special stores/shoping malls/internet. Other issues include in obtaining are payment mode, transportation, own consumption or gift, information search, impact of brand on

Consumer Behaviour
Consuming means how, where, when, and under what circumstances consumer use products. Eg. Usage for at home or office, usage as per instructions or unique way, experience of using product is entertaining or purely functional. Do they use entire product before disposing of it or is some of it never consumed.

Consumer Behaviour
Disposing refers to how consumers get rid of products and packaging. Consumer Analysts might examine CB from an ecological standpoint: How do consumer dispose of product packaging or product remains. Are products biodegradable.Can they be recycled. Consumers might also choose to extend the life of some products by handing them down to younger children, donating them to charity thrift shops or selling them on eBay.

Consumer Behaviour
Historically, the study of CB has focused on buyer behaviour, or why people buy. More recently researchers and practitioners have focused on consumption analysis, which refers to why and how people use products in addition to why and how they buy. Consumption analysis is a broader conceptual framework than buyer behaviour because it includes issues that arise after the purchase process occurs - issues that often affect how people buy and the satisfaction they receive from their purchases.

Consumer Behaviour
Consumer behavior is thus
a study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

Nature of Consumer Behaviour

External Influences Internal Influences

Implications of definition
Totality of Decisions (all decisions)
Whether? What? Why? How? When? Where? How much? How often?

Consumer Behaviour
Consumer behavior
may involve several people (decision making units) is dynamic (changes over time)

Applications of Consumer Behaviour

Marketing Strategy Regulatory (Public) Policy Social Marketing Personal / Professional Skills

Orientations to study Consumer Behaviour

Anthropology Economics History and geography Psychology Sociology

Consumer Behaviour is Interdisciplinary

Psychology
Study of human thinking and behavior Some issues
Personality Personal development Cognition (thinking), perception Attention and its limitations Learninge.g., acquired tastes

Anthropology
The study of people within and across cultures Emphasis on cross-cultural differences Questioning of assumptions within own culture

Economics
Basic economic issues
Supply and demand Rational decision making Perfect information

Emphasis on predicting behavior Complications in real life Behavioral economicse.g., mental accounting

History and Geography

Origins of behavior, perspectives, and traditions Impact of geography on individuals
Isolation Language development Climate

Geographic determinism

Sociology
Cultural and interpersonal influences on consumptione.g.,
Fads, fashions Diffusion of innovation Popular culture

Marketing and Consumer Behaviour

Consumer Market
Consists of all the individuals and
households who buy or acquire goods and services for personal consumption.

Two Consumer Entities

Development of the Marketing Concept

35

Production Orientation
From the 1850s to the late 1920s Companies focus on production capabilities Consumer demand exceeded supply

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Sales Orientation
From the 1930s to the mid 1950s Focus on selling Supply exceeded customer demand

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Marketing Concept
1950s to current - Focus on the customer! Determine the needs and wants of specific target markets Deliver satisfaction better than competition

Chapter One Slide

Societal Marketing Concept

Considers consumers long-run best interest Good corporate citizenship

39

The Marketing Concept

Embracing the Marketing Concept Research Consumer
Segmentation Market Targeting Positioning The process and tools used to study consumer behavior

40

The Marketing Concept

Implementing the Marketing Concept Research Consumer Process of dividing the
Segmentation Market Targeting Positioning market into subsets of consumers with common needs or characteristics

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The Marketing Concept

Implementing the Marketing Concept Research Consumer The selection of one or
Segmentation Market Targeting Positioning more of the segments identified to pursue

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The Marketing Concept

Implementing the Marketing Concept Research Developing a distinct image for Consumer
Segmentation Market Targeting Positioning

the product in the mind of the consumer Successful positioning includes: Communicating the benefits of the product Communicating a unique selling proposition
Chapter One Slide

The Marketing Mix

44

Customer Value, Satisfaction, Trust, and Retention

Chapter One Slide

Successful Relationships
Value, Satisfaction, Trust, and Customer Value Retention
Customer Satisfaction Customer Trust Customer Retention Defined as the ratio between the customers perceived benefits and the resources used to obtain those benefits Perceived value is relative and subjective Developing a value proposition is critical

46

Successful Relationships
Value, Satisfaction, Trust, and Customer Retention Value
Customer Satisfaction Customer Trust Customer Retention The individual's perception of the performance of the product or service in relation to his or her expectations. Customer groups based on loyalty include loyalists, apostles, defectors, terrorists, hostages, and mercenaries
47

Successful Relationships
Value, Satisfaction, Trust, and Customer Value Retention Customer
Satisfaction Customer Trust Customer Retention

Establishing and maintaining trust is essential. Trust is the foundation for maintaining a long-standing relationship with customers.
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A Simple Model of Consumer Decision Making

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter One Slide 49

Successful Relationships
Value, Satisfaction, Trust, and Customer Value Retention Customer
Satisfaction Customer Trust Customer Retention The objective of providing value is to retain highly satisfied customers. Loyal customers are key They buy more products They are less price sensitive Servicing them is cheaper They spread positive word of mouth
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Top 10 Ranked U.S. Companies in Terms of Consumers Trust and Respect of Privacy Top 10 Companies Table 1.2
American Express eBay IBM Amazon Johnson & Johnson Hewlett-Packard U.S. Postal Service Procter and Gamble Apple Nationwide

 Tracks costs and revenues of individual consumers Categorizes them into tiers based on consumption behavior A customer pyramid groups customers into four tiers

Customer Profitability-Focused Marketing

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THE TRADITIONAL MARKETING CONCEPT

Make only what you can sell instead of trying to sell what you make. Do not focus on the product; focus on the need that it satisfies. Market products and services that match customers needs better than competitors offerings. Research consumer needs and characteristics.

VALUE- AND RETENTION-FOCUSED MARKETING

Use technology that enables customers to customize what you make. Focus on the products perceived value, as well as the need that it satisfies. Utilize an understanding of customer needs to develop offerings that customers perceive as more valuable than competitors offerings. Research the levels of profit associated with various consumer needs and characteristics.

Understand the purchase behavior process and the Understand consumer behavior in relation to the influences on consumer behavior. companys product. Realize that each customer transaction is a discrete Make each customer transaction part of an sale. ongoing relationship with the customer.
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The Consumer Research Process

Six steps defining the objectives of the research collecting and evaluating secondary data designing a primary research study collecting primary data analyzing the data preparing a report on the findings

Figure 2.1 The Consumer Research Process

Develop Objectives Collect Secondary Data Design Qualitative Research Method Screener questionnaire Discussion guide Conduct Research (Using highly trained interviewers) Analyze Data (Subjective) Prepare Report Design Quantitative Research Method Sample design Data collection instrument Collect Primary Data (Usually by field staff) Analyze Data (Objective) Prepare report

Exploratory Study

Factors Influencing Consumer Behavior

Personal Psychological Social Cultural

Personal Factors
Age Life-Cycle Stage

Stages in Family Life-Cycle

1. 2. 3. a. b. 4. a. b. 5. Single Newly Married Couples Full Nest Full Nest I Full Nest II Empty Nest Empty Nest I Empty Nest II Solitary Survivor

Personal Factors
Age Life-Cycle Stage Occupation Economic Circumstances Life Style

Psychological Factors
Wants
Based on a want or desire to have something. Not a necessity.

Psychological Factors
Motivation:
Freud
Id Ego Super Ego

Maslow
Hierarchy of Needs

Psychological Factors
Motivation Perception
The process by which an individual selects, organizes, and interprets inputs/stimuli to create a meaningful picture of the world.
Selective Exposure Selective Distortion Selective Retention

Psychological Factors
Motivation Perception Learning
Changes in an individuals behavior arising form experience

Psychological Factors
Motivation Perception Learning Beliefs
Descriptive thoughts that a person holds about something

Psychological Factors
Motivation Perception Learning Beliefs Attitudes
Enduring favorable or unfavorable cognitive evaluations emotional feelings and action tendencies

Functional Factors
Needs
Need over wants. Delivers to a real need to have something.

Social Class
Relatively homogenous, enduring divisions in a society, hierarchically ordered with members sharing similar values, interests, and behaviors.

American Social Classes

Upper Upper Lower Upper Upper Middle Middle Working Upper Lower Lower Lower 1% 2% 12% 32% 38% 9% 7%

Family Influence on Buying Behavior

Husband-Dominant Wife-Dominant Equal

Adoption Process
1. 2. 3. 4. 5. 6. Awareness Interest Evaluation Trial Decision Confirmation

Culture & Subcultures

Cultures
The accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment

Subcultures
Groups of individuals who have similar value and behavior patterns within the group but differ from those in other groups.

Examples of Buying Motives: Psychological or Functional?

A girl wants to remember her grandmother on her birthday. Her primary motive is?

Psychological

Examples of Buying Motives: Psychological or Functional?

A homemaker needs a new automatic washing machine and has had bad experiences with semi-automatic machine Her primary motive is ?

Functional

Examples of Buying Motives: Psychological or Functional?

A teacher wants to buy a practical car to be used for family transportation. Her/His primary motive is ?

Functional

Examples of Buying Motives: Psychological or Functional?

A career woman always buys Westren fashionable clothes. Her primary motive is?

Psychological

Examples of Buying Motives: Psychological or Functional?

An overweight 40 year old man wants to loose weight so that he can reduce his blood pressure. His primary motive is?

Functional

Examples of Buying Motives: Psychological or Functional?

A homeowner needs to mow their lawn. Their primary motive is?

Functional

Consumer Buying Behavior Competency

Functional Motive Psychological Motive
The price is 40 cents off the regular price. It never needs ironing. Diamonds are forever. Serving you since 1971. Ninety-day warranty.

Consumer Buying Behavior Competency

Functional Motive Psychological Motive
Running shoe with builtin arch. Its all the ragecolored action wear and style. Wheatiesthe breakfast of champions! Steel-belted radial tires warranted for 40,000 miles A watcha gift she will treasure always.

Opinion Leadership

The process by which one person (the opinion leader) informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients.

What is Opinion Leadership?

Opinion Leader Opinion Receiver

Opinion Seeker

Examples of Opinion Leadership

During a coffee break, a co-worker talks about the movie he saw last night and recommends seeing it. A person shows a friend photographs of his recent Australian Outback vacation and the friend suggests that using a polarizing filter might produce better pictures.

Special Issues(Category Specific)

Opinion leaders are four times more likely to be asked about political issues, three times more likely to be asked about computers or investments, and twice as likely to be asked about restaurants Information seekers seek a strong-tie source when they know little about a topic, and weak-tie sources when they have some knowledge

Reasons for the Effectiveness of Opinion Leadership

Credibility Positive and Negative Product Information Information and Advice Opinion Leadership Is CategorySpecific Opinion Leadership Is a Two-way Street/communication

Figure 15.1 Factors Leading to Negative Word-of-Mouth Behavior

Individual Factors Attitudinal Factors Product Involvement + + + Negative WOM Likelihood of Repurchase

Situational Factors +

Figure 15.2 Word-of-Mouth in Action

Financial Services

% of Automotive respondents that used Travel a referral to make one Consumer Electronics of these purchases Computer over the past year Restaurants
0% 20% 40% 60% 80%

Motivations Behind Opinion Leadership

The Needs of Opinion Leaders The Needs of Opinion Receivers

The Needs of Opinion Leaders

Involvement 1. 2. 3. 4. Self involvement Social involvement Product involvement Message involvement

The Needs of Opinion Receivers

New-product or new usage information Reduction of perceived risk Reduction of search time Receiving the approval of the opinion leader

Table 15.3 A Comparison of Motivations (Excerpts)

OPINION LEADERS SELF-IMPROVEMENT MOTIVATIONS Reduce post-purchase uncertainty or dissonance Gain attention or status Assert superiority and expertise Feel like an adventurer PRODUCT-INVOLVEMENT MOTIVATIONS Express satisfaction or dissatisfaction with a product or service Learn what products are new in the marketplace OPINION RECEIVERS Reduce the risk of making a purchase commitment Reduce search time

Learn how to use or consume a product

Measurement of Opinion Leadership

Self-Designating Method Sociometric Method Key Informant Method Objective Method

Table 15.5 Measuring Opinion Leadership

OPINION LEADERSHIP MEASUREMENT METHOD DESCRIPTION OF METHOD SAMPLE QUESTIONS ASKED

SELF-DESIGNATING METHOD

Each respondent is asked a series of questions to determine the degree to which he or she perceives himself or herself to be an opinion leader.

Do you influence other people in their selection of products?

SOCIOMETRIC METHOD

Members of a social system are asked to identify to whom they give advice and to whom they go for advice.

Whom do you ask?Who asks you for info about that product category?

Table 15.5 continued

OPINION LEADERSHIP MEASUREMENT METHOD DESCRIPTION OF METHOD SAMPLE QUESTIONS ASKED

KEY INFORMANT METHOD

Carefully selected key informants in a social system are asked to designate opinion leaders.

Who are the most influential people in the group?

OBJECTIVE METHOD

Artificially places individuals in a Have you tried the position to act as opinion leaders and product? measures results of their efforts.

Table 15.6 Profile of Opinion Leaders

GENERALIZED ATTRIBUTES ACROSS PRODUCT CATEGORIES Innovativeness Willingness to talk Self-confidence Gregariousness Cognitive differentiation CATEGORY-SPECIFIC ATTRIBUTES Interest Knowledge Special-interest media exposure Same age Same social status Social exposure outside group

The Interpersonal Flow of Communication

Two-Step Flow
A communication model that portrays opinion leaders as direct receivers of information from mass media sources who, in turn, interpret and transmit this information.

Multistep Flow
A revision of the traditional two-step theory that shows multiple communication flows

Figure 15.4 Two-Step Flow of Communication Theory

Step 1 Mass Media Mass Media Opinion Opinion Leaders Leaders Step 2 Opinion Opinion Receivers Receivers (the masses) (the masses)

Figure 15.5 Multistep Flow of Communication Theory

Step 2 Step 1a

Mass Media

Opinion Leaders

Step 3

Opinion Receivers/ Seekers

Step 1b

Information Receivers

Diffusion Process

The process by which the acceptance of an innovation is spread by communication to members of social system over a period of time.

Adoption Process

The stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product.

Elements of the Diffusion Process

The Innovation The Channels of Communication The Social System Time

Defining Innovations
Firm-oriented definitions Product-oriented definitions Market-oriented definitions Consumer-oriented definitions

Product-Oriented Definitions
Continuous Innovation Dynamically Continuous Innovation Discontinuous Innovation

Figure 15.7 Telephone Innovations

Discontinuous Innovations Dynamically Continuous Innovations
Telephone answering machines Call forwarding Call waiting Caller ID Banking by telephone Call-prompting systems Ability to send/receive email Incorporate PDA functions Calendar/Phonebook Voice-activated dialing Fax modem Mobile fax machines Home office systems (combined fax, copier, computer printer)

Continuous Innovations
Hold button Line-in-use indicator Redial button Auto dialing feature Touch-tone service 800 Numbers 900 Numbers Switch from analog to digital Include camera Ringer styles Play games Plain paper fax Speed dial buttons Delayed send Copy function Paper cutter

Telephone

Cell Phone

Fax Machine

Product Characteristics That Influence Diffusion

Relative Advantage Compatibility Complexity Trialability Observability

Table 15.7 Characteristics That Influence Diffusion

CHARACTERISTICS EXAMPLES

Relative Advantage Compatibility

Air travel over train travel, cordless phones over corded telephones Gillette MACH3 over disposable razors, digital telephone answering machines over machines using tape Electric shavers

Complexity

Table 15.7 continued

CHARACTERISTICS EXAMPLES

Trialability

Trial size jars and bottles of new products, free trials of software, free samples, cents-off coupons Clothing, such as a new Tommy Hilfiger jacket, a car, wristwatches, eyeglasses

Observability

Time and Diffusion

Time Adopter Categories Rate of Adoption

Adopter Categories

A sequence of categories that describes how early (or late) a consumer adopts a new product in relation to other adopters.

Figure 15.9 Adopter Categories

Early Adopters 13.5% Innovators 2.5%

Laggards Early Majority 34% Late Majority 34% 16%

Percentage of Adopters by Category Sequence

Innovators: Description
2.5% of population Venturesome Very eager to try new ideas Acceptable if risk is daring Communicates with other innovators

Early Adopters: Description

13.5% of population Respected More integrated into the local social system The persons to check with before adopting a new idea Category contains greatest number of opinion leaders Are role models

Early Majority: Description

34% of population Deliberate Adopt new ideas just prior to the average time hold leadership positions Deliberate for some time before adopting

Late Majority: Description

34% of population Skeptical Adopt new ideas just after the average time Adopting may be both an economic necessity and a reaction to peer pressures Innovations approached cautiously

Laggards: Description
16% of population Traditional The last people to adopt an innovation Most localite in outlook Oriented to the past Suspicious of the new

Table 15.11 Stages in Adoption Process

WHAT HAPPENS NAME OF EXAMPLE DURING THIS STAGE STAGE Consumer is first exposed Janet sees an ad for a new MP3 player in Awareness to the product innovation. the magazine she is reading. Consumer is interested in the product and searches for additional information. Consumer decides whether or not to believe that this product or service will satisfy the need--a kind of mental trial. Janet reads about the MP3 player on the manufacturers Web site and then goes to an electronics store near her apartment and has a salesperson show her a unit. After talking to a knowledgeable friend, Janet decides that this MP3 player will allow her to easily download the MP3 files that she has on her computer. She also feels that the units size is small enough to easily fit into her beltpack.

Interest

Evaluation

Table 15.11 Stages in Adoption Process

NAME OF STAGE WHAT HAPPENS DURING THIS STAGE EXAMPLE

Trial

Consumer uses the Since an MP3 player cannot be tried like product on a limited basis a small tube of toothpaste, Janet buys the MP3 player online from Amazon.com, which offers a 30-day full refund policy. If trial is favorable, consumer decides to use the product on a full, rather than a limited basis--if unfavorable, the consumer decides to reject it. Janet finds that the MP3 player is easy to use and that the sound quality is excellent. She keeps the MP3 player.

Adoption (Rejection)

Figure 15.11 An Enhanced Adoption Process Model

Rejection Discontinuation or Rejection Evaluation

Pre-existing problem or Need

Awareness

Interest

Evaluation

Trial

Adoption or Rejection

Adoption or Rejection

Postadoption or Postpurchase Evaluation

Discontinuation

Consumer and Motivation

Figure 4.1 Model of the Motivation Process

Learning Learning Needs Needs wants, wants, and and desires desires Goal or Goal or need need fulfillfulfillment ment

Tension Tension

Drive Drive

Behavior Behavior

Cognitive Cognitive processes processes

Tension Tension reduction reduction

Types of Needs
Innate Needs
Physiological (or biogenic) needs that are considered primary needs or motives

Acquired needs
Generally psychological (or psychogenic) needs that are considered secondary needs or motives

Goals
Generic Goals
the general categories of goals that consumers see as a way to fulfill their needs e.g., I want to get a graduate degree.

Product-Specific Goals
the specifically branded products or services that consumers select as their goals e.g., I want to get an MBA in Marketing from Kellogg School of Management.

The Selection of Goals

The goals selected by an individual depend on their:
Personal experiences Physical capacity Prevailing cultural norms and values Goals accessibility in the physical and social environment

Motivations and Goals

Positive Motivation Negative Motivation A driving force A driving force toward some away from some object or condition object or condition Approach Goal Avoidance Goal
A positive goal toward which behavior is directed A negative goal from which behavior is directed away

Rational Versus Emotional Motives

Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon Emotional motives imply the selection of goals according to personal or subjective criteria

The Dynamic Nature of Motivation

Needs are never fully satisfied New needs emerge as old needs are satisfied People who achieve their goals set new and higher goals for themselves

Figure 4.6 New and Higher Goals Motivate Behavior

Figure 4.7 Changing Consumer Needs

Frustration

Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.

Defense Mechanism

Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

Table 4.2 Defense Mechanisms

Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression

Arousal of Motives
Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

Figure 4.8 Cognitive Need Arousal

Philosophies Concerned With Arousal of Motives

Behaviorist School
Behavior is response to stimulus Elements of conscious thoughts are to be ignored Consumer does not act, but reacts

Cognitive School
Behavior is directed at goal achievement Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

Figure 4.9 Maslows Hierarchy of Needs

Self-Actualization (Self-fulfillment) Ego Needs (Prestige, status, self esteem) Social Needs (affection, friendship, belonging) Safety and Security Needs (Protection, order, stability) Physiological Needs (Food, water, air, shelter, sex)

Table 4.3 Murrays List of Psychogenic Needs

Needs Associated with Inanimate Objects: Acquisition, Conservancy, Order, Retention, Construction Needs Reflecting Ambition, Power, Accomplishment, and Prestige: Superiority, Achievement, Recognition, Exhibition, Infavoidance, Inviolacy, Defedance, Counteraction Needs Connected with Human Power: Dominance, Deferrence, Similance, Autonomy, Contrariance

Table 4.3 Murrays List of Psychogenic Needs

Sado-Masochistic Needs : Aggression, Abasement Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse: Cognizance, Exposition

Figure 4.10 Appeal to Egoistic Needs

Figure 4.11 Appeal to SelfActualization

A Trio of Needs
Power
individuals desire to control environment

Affiliation
need for friendship, acceptance, and belonging

Achievement
need for personal accomplishment closely related to egoistic and self-actualization needs

Figure 4.12 Appeal to Power Needs

Figure 4.13 Appeal to Affiliation Needs

Figure 4.14 Appeal to Achievement Needs