MKTG2501 Lecture Notes - Lecture 8: Drive Theory, Motivation, Michelin Man
10 Aug 2018
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Document Summary
Lecture 8: personality motivation & consumer involvement (part 2) Personality traits relevant to consumer behaviour: innovativeness. Refers to the extent to which material goods are important to consumer"s life: most western cultures are generally thought of as being relatively materialistic. Set of traits people attribute to a product as if it were a person. The practice found in many cultures whereby inanimate objects are given qualities that make them somehow alive. The processes that lead people to behave as they do. It occurs when a need arises that a consumer wishes to satisfy: utilitarian need: provides a functional or practical benefit, hedonic need: an experiential need involving emotional responses or fantasies. Focuses on biological needs that produce unpleasant states of arousal (e. g. , your stomach grumbles during a morning lecture). Hedonic needs: subjective and experimental need like excitement, self-confidence, etc. Utilitarian need: emphasizing the objective, tangible aspects of products. Psychogenic needs: culture-related needs like power, status, affiliation, etc.
