MKTG1204 Lecture Notes - Lecture 4: Sigmund Freud, Marketing Strategy, Conscientiousness
Document Summary
The nature of motivation: motivation, is the energising (driving) force that activates or trigger behaviour, provides purpose, direction and drive to that behaviour, theories, maslow"s hierarchy of needs, macro theory, mcguire"s psychological needs, more detailed. Learn new information to solve problems: sources of learning for future decisions as well as for current use. Affective preservation motives: need for tension reduction. Motivation theory and marketing strategy: consumers buy solutions to problems or motive satisfaction. Latent and manifest motives in a purchase situation. Personality: enables consumers to be categorised into different groups on the basis of the characteristics they exhibit, most theories state that traits or characteristics formed at a very early age are relatively unchanging over the years. Individual personality theories: sigmund freud, neo-freudians, trait theory. Single-trait theories: using one specific trait to explain the behaviour at hand, examples: using innovativeness to explain early adoption of new technology; using status consciousness to explain consumption of luxury goods.
