MCS 2600 Chapter Notes - Chapter 3.1: Ernest Dichter, Rationality
11 Apr 2016
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Moivaion driving force within individuals that impels them to acion. Marketers don"t create needs; they make consumers aware of needs. Acquired learned in response to our culture or environment. Generic goals general category of goals (way to fulill needs). Product-speciic goals product or service that consumers select as their goals. Raionality implies that consumers select goals based on objecive criteria (weight, size, price, etc. ) Emoional moives selecion of goals based on personal or subjecive criteria. New needs arise as old ones are fulilled. People who achieve goals set new and higher ones. Used when speciic, anicipated goals cannot be met. Failure to meet a goal may result in frustraion. Some people will adapt, some adopt defense mechanisms to protect their ego. Aggression one may result to aggression in order to protect their self-esteem. Raionalizaion one may invent plausible reasons for being unable to atain goals. Regression one may react with childish or immature behaviour.
