MCS 2600 Chapter Notes - Chapter 4: Projective Test, Skimmed Milk, Biogenic Substance

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Motivation- driving force within individuals that impels them to action. Needs- marketers don"t create needs, but make consumers more aware of needs. Innate needs-born with; physiological (biogenic needs) & are needed to sustain biological life; considered primary needs (food, water, air, shelter, sex, clothing) Never fully satisfied, new needs emerge as old needs are satisfied. Acquired needs-learned in response to our culture or environment (self-esteem, prestige, affection, power, learning); generally are psychological they are considered secondary needs. Success & failure influence goals (people who achieve goals set new &higher goals (levels of aspiration)) Generic goals- general categories of goals that consumers see as a way to fulfill their needs. Product-specific goals- specially branded products/services that consumers select as their goals. Goals depend on: personal experience, physical capacity, prevailing cultural norms and values, goals accessibility in the physical and social environment (behave in ways they believe will help achieve goals) Needs & goals are interdependent (one can"t exist without other)