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Tension
Drive
Behavior
Cognitive processes
Tension reduction
Types of Needs
Innate Needs
Physiological (or biogenic) needs that are considered primary needs or motives (like need for water, air, sunlight)
Acquired needs
Generally psychological (or psychogenic) needs that are considered secondary needs or motives. The needs acquired in the process of becoming a member of a particular society.
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 Amity University, U P.
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.
Defense Mechanisms
Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression
Arousal of Motives
Physiological arousal Emotional arousal Cognitive arousal Environmental arousal
Cognitive School
Behavior is directed at goal achievement Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior
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)
Types of Need
Need for affiliation Need for power Need for achievement Need for uniqueness
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
Motivational Research
Qualitative research designed to uncover consumers subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.