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Consumer Behavior Chapter 6
Chapter 6 of Consumer Behavior, consumer needs refer to the physiological and psychological state of lack of consumers, that is, the state of feeling that they are lacking something and wanting to obtain them.
Edited at 2023-10-23 23:34:11
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Consumer Behavior Chapter 6
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- Outline
Consumer Behavior Chapter 6
Section 1 Consumer Needs and Motives
1. Consumer needs
need meaning
Consumer needs refer to the consumer's physical and psychological state of lack, that is, the state of feeling that something is missing and wanting to obtain it.
Required classification
1.Physiological need
2.safe need
3. The need for love and belonging (;ove and belongingness)
4. The need for self-esteem (self-esteem)
5. The need to realize self-worth (self-actualization)
2. Consumer motivations
meaning of motivation
The concept of motivation was first introduced into psychology by R.S. Woodworth in 1918. He regarded motivation as the inner driving force that determines behavior. It is generally believed that motivation is "the internal function that causes individual activities, maintains the activities that have been caused, and promotes progress toward a certain goal during the activity."
characteristics of motivation
1. The unobservable or implicit nature of motivation
2.Multiple motives
3. Practicality and learning of motivation
4. Complexity of motives
Classification of motives
1. Intrinsic motivation and extrinsic motivation
2. Hedonic motivation and practical motivation
3. Profit-seeking motivation and harm-avoidance motivation
3. Consumer goals
1. Classification of goals
(1) Specific goals and abstract goals
(2) Aggressive goals and defensive goals
(3) Sensory regulatory goals and behavioral regulatory goals)
2. Target experience
Goal experience refers to an individual's assessment of the degree of goal achievement and feelings during the process of pursuing a goal.
3. Goal arousal and goal inhibition
Section 2 Early Motivation Theory
1. Instinct theory
Instinct theory is one of the oldest theories explaining human behavior.
2.Psychoanalysis
(1) Consciousness, preconsciousness and subconsciousness
(2) Personality structure
(3) The implications of psychoanalysis for analyzing consumer behavior
3. Drive theory
(1) Basic viewpoints of drive theory
Drive theory assumes that the behavior of humans and animals is driven by internal energy sources and is caused by learning rather than genetics.
(2) Original drive and acquisition drive
Primitive drives are drives triggered by the consumer's internal physiological needs and do not need to be learned.
Acquired drive and derived drive are drives acquired through learning and conditioning.
(3) Inducement theory and moderate arousal theory
1. Incentive theory
2. Moderate arousal theory
Section 3 Modern Motivation Theory
1. Maslow’s Hierarchy of Needs
Maslow's hierarchy of needs American humanistic psychologist Maslow proposed the famous need hierarchy theory in 1943. This theory is both a theory of motivation and a theory of motivation. This theory is briefly introduced below. Maslow believes that human needs can be divided into five levels, namely physiological needs, safety needs, love and belonging needs, self-esteem needs, and self-actualization needs. The above five needs are organized from low level to high level. Only when the lower level needs are satisfied, the higher level needs will appear and require satisfaction. Only after a person's urgent physiological needs are satisfied will he seek to ensure his safety; and only after the basic safety needs are satisfied, will the needs for love and belonging appear and require satisfaction, and so on. Maslow wrote: “If we are hungry most of the time, if we are constantly plagued by thirst, if we are continually threatened by an ever-looming disaster, or if everyone hates us, we You won't be composing music, inventing mathematical methods, decorating your room or dressing yourself up.
2. Two-factor theory
Two-factor theory was developed by American psychologist Frederick Herzberg in 1959. About 200 professionals from the agency conducted a survey. The survey mainly wants to understand the factors that affect people's job satisfaction and the factors that affect people's job satisfaction. In the late 1950s, Herzberg and his colleagues investigated the needs of some industrial and commercial areas near Pittsburgh. Satisfaction factor. It was found that there are five main factors that lead to job satisfaction: achievement, recognition, the attraction of the job itself, responsibility and development; the main factors that lead to job dissatisfaction are: corporate policies and administration, supervision, salary, interpersonal relationships and Working conditions etc.
3. McClelland’s Revealed Needs Theory
The revealed needs theory proposed by American scholar MeClelland focuses on analyzing the impact of environmental or social learning on needs. Therefore, this theory is also called the learned needs theory. Maslow believed that although social factors play an important role in how individuals satisfy their needs, by their very nature, these needs are something people are born with. Different from this, McClelland particularly emphasized the need for acquisition from culture. Therefore, his theory is closely related to the concepts of learning and personality. McClelland paid special attention to the following three needs: achievement needs, affiliation needs, and power needs. The so-called achievement need refers to the need for people to be willing to take responsibility, solve a certain problem or complete a certain task. People with high achievement motivation generally set moderate goals, have a sense of risk-taking, and prefer feedback on behavioral performance. For example, an agent with a high achievement motive may spend considerable time and energy trying to lower the price of a purchase, while an agent with a low achievement motive usually just passively accepts the standard offer from the seller of the goods. The need for affiliation refers to an individual's need to interact with and be close to other people in social situations. Obtaining care from others, obtaining friendship, love, and obtaining support, recognition and cooperation from others can all be regarded as affiliation needs. The need for affinity is largely formed through learning: when you encounter difficulties in achieving personal goals, you learn to ask for help; when you encounter dangerous situations, you learn to ask for protection; when you do not understand things, you learn to ask for guidance. People with high affiliation motivation are particularly concerned about the quality of interpersonal relationships. Friendships and interpersonal relationships often take priority over completing a certain task or achieving a certain achievement. Consumers with high affinity motivation pay more attention to the evaluation of their purchasing behavior by colleagues and friends. Therefore, they are more susceptible to the influence of others in the purchasing decision-making process. The need for power refers to an individual's desire to gain power and authority, and to try to strongly influence or dominate others. McClelland discovered that the need for achievement and the need for power are two different needs. Anyone who has a strong interest in social affairs has a strong power motive behind their behavior. There are two types of power motivation: individualized power motivation and socialized power motivation. The former is for self-interest, while the latter is for others or public purposes. McClelland believes that power can develop in two directions: one is the negative direction, emphasizing dominance and obedience; the other is the positive direction, emphasizing persuasion and motivation.
Section 4 Motivation and Marketing Strategy
1. Discover consumers’ purchasing motivations
2.Purchase motivation and degree of involvement
3. Marketing strategies based on motivation conflicts
1. Two-trend conflict
This refers to the motivation conflict that occurs when consumers have two or more goals that they are inclined to choose and can only choose one from them. In this situation, the more equal the attractiveness of the chosen target or product, the higher the degree of conflict. After receiving a year-end bonus, should you take a trip to Singapore, Malaysia, and Thailand or buy a high-end stereo? Should you go on an outing with friends on Sunday or go to see a wonderful movie? Such choices are typical representatives of dual-trend conflicts. Strengthening the value and benefits of a certain option in advertising, or making a certain option more attractive through price reduction, deferred payment, etc., are all effective ways to resolve the conflict between the two trends.
2. Double avoidance of conflict
This refers to the conflict faced by consumers when they have more than two goals they wish to avoid but must choose one of them. When the washing machine at home often breaks down, consumers may not want to spend money to buy a new one, but also feel that it is not cost-effective to hire someone to repair it, leaving them in a situation where they don't know what to do. At this point, consumers are faced with a double-avoidance conflict. Similarly, some people are afraid of tooth decay on the one hand, but dare not go to the dentist on the other. This ambivalent mentality actually reflects a conflict between avoidance and avoidance. There are many ways for companies to deal with or resolve consumer avoidance conflicts. First, consumers may have incorrect beliefs about the issues in the conflict, such as viewing a visit to the dentist as something very scary. At this point, propaganda should be used to eliminate or partially eliminate this incomplete or wrong belief. Secondly, double-avoidance conflicts may provide new market opportunities for enterprises. For example, in the aforementioned example of a washing machine failure, by launching a trade-in promotion or by providing a longer warranty commitment for a new washing machine, consumers may be prompted to take purchasing action to resolve the conflict. Sometimes, when there is no completely satisfactory alternative, it does not matter to admit this fact. As long as consumers can be convinced that the recommended alternative is the best, the double-avoidance conflict may also be lifted, such as in some Medical institutions often use this strategy when promoting certain methods of detoxification and disease treatment.
3. Conflict avoidance
This refers to the motivation conflict caused by consumers approaching a certain goal but wanting to avoid it. When the product being purchased has both exciting and attractive features, but also some unsatisfactory features, an approach-avoidance conflict will arise. When purchasing certain high-end goods and durable goods, consumers may not be able to put it down, but on the other hand, they may find the price too high or worry that quality problems may cause a lot of trouble. It is in this state of uncertainty that consumers give up purchasing. Experienced salespeople will often flexibly adopt various methods to eliminate consumer conflicts after discovering such signs of avoidance. For example, provide a warranty promise, guaranteeing that if consumers find a merchant selling similar products at a lower price within a certain period, they will return the price difference or even provide rewards, etc. The Miller Brewing Company of the United States developed non-alcoholic beer in response to consumers who both love to drink beer and are worried about the impact of alcohol intake on their health. This is a response to consumers' conflict avoidance.
4. Marketing strategy based on multiple motivations
5. Marketing strategy based on focus adjustment theory
Section 5 Consumer Emotions
1. Emotions and their functions
Emotion is a very complex concept, and there are still divergent opinions on how to define emotion in the academic community. The more popular view is that emotion is an individual’s attitude, experience and corresponding behavioral response to objective things. It includes three parts: physiological arousal, subjective experience, external performance, and (expression). It is generally believed that emotions have four major functions: adaptive motivation, organization and signaling. The adaptive function of emotions refers to making individuals better adapt to society through emotional expression.
2. How emotions affect consumers
1. The influence of overall mood
Global emotions are emotions directly related to a product or purchase decision. It is based on the emotions generated by the experience and perception of the product.
2. The influence of accompanying emotions
Accompanying emotions are those emotional experiences that arise from individual traits or situations rather than being directly related to a product or service.
3. The impact of task-related emotions
This refers to the emotion related to completing the purchase task. This type of emotion is neither caused by the product or service itself, nor is it an accompanying emotion.
3. Stimulate and respond to consumer emotions
There are many ways to stimulate consumers' emotions. One is to stimulate consumers' specific emotions through emotional appeals, such as the use of humor appeals and fear appeals in advertising, the use of cartoon images in online interactions, anthropomorphic product and packaging design, etc. The second is to create a relaxed and pleasant shopping environment or consumption environment so that consumers can have a positive emotional experience. The third is the use of nostalgic marketing, which evokes good memories of the past through advertising or scene design. In addition, by attracting consumers to visit factories and encouraging consumers to interact with each other, such as organizing fan clubs and other effective ways to stimulate consumers' emotional experience.
summary
Need refers to the physiological and psychological state of scarcity of consumers. Motivation is the internal force that causes individual activities, maintains the caused activities, and promotes the development of activities toward a certain goal. The internal conditions that cause motivation are needs, and the external conditions are incentives. Early motivation theories include instinct theory, Freud's psychoanalysis theory and drive theory. Modern motivation theories mainly include Maslow's hierarchy of needs, Herzberg's two-factor theory and McClelland's revealed needs theory. Maslow's hierarchy of needs theory believes that human needs are divided from low-level to high-level into physiological needs, safety needs, love and belonging needs, self-esteem needs, and self-actualization needs. Only unsatisfied needs constitute behavioral needs. motivation. The two-factor theory divides the factors that drive people's actions into health factors and motivational factors. If the former is not satisfied, it will lead to people's dissatisfaction, but if it is satisfied, it will not motivate people. Revealed needs theory places great emphasis on the influence of environmental and social learning on behavior. It believes that individual needs are related to past reward and punishment experiences, with traces of the background in which they were acquired. Purchasing motivations can be divided into explicit motivations and implicit motivations. The former can be understood by asking consumers, while the latter needs to be obtained through more complex motivation research techniques. Consumers' multiple motivations often conflict with each other. Based on understanding these conflicts and their types, companies can help consumers alleviate conflicts by developing appropriate products, services and effective marketing methods. Emotion is an individual's attitude experience and corresponding behavioral response to objective things. Emotions have four major functions: adaptation, motivation, and organizational signals. Consumer emotions run through the entire consumer purchasing decision-making process. It affects consumer decision-making by providing reference information, through the assimilation effect, and through the use of avoidance strategies.