消费者行为学第10章.ppt

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1、第十章动机、个性和情绪CHAPTER10MOTIVATION,PERSONALITY,ANDEMOTIONConsumerBehaviorInTheNews…Promotingacarthatdoesn’texist?That’sright!AudicreatedanadfortheRSQ,afuturisticcarfeaturedinthemovie“I,Robot.”WhatpossessedAuditodothis?ConsumerBehaviorInTheNews…Promotingacarthatdoesn’texist?WhatpossessedAuditodoth

2、is?Inaword–PERSONALITY!AudiexecsfeelitspeakstoAudi’scorestrengthsincluding:“coolstyling,sophistication,sportiness…”10.1动机的本质TheNatureofMotivationMotivationisthereasonforbehavior.Amotiveisaconstructrepresentinganunobservableinnerforcethatstimulatesandcompelsabehavioralresponseandprovidesspecif

3、icdirectiontothatresponse.动机就是行为的原因，是刺激和促发行为反应并为这种反应指明具体方向的内在力量。Therearenumeroustheoriesofmotivation,andmanyofthemofferusefulinsightsforthemarketingmanager.TheNatureofMotivationTwousefulmotivationtheories:Maslow’sHierarchyofNeeds（马斯洛的需要层次理论）Amacrotheorydesignedtoaccountformosthumanbehavioring

4、eneralterms.McGuire’sPsychologicalMotives（麦圭尔的心理动机理论）Afairlydetailedsetofmotivesusedtoaccountforspecificaspectsofconsumerbehavior.Basedonfourpremises:Allhumansacquireasimilarsetofmotivesthroughgeneticendowmentandsocialinteraction.每个人都通过先天遗传和社会交往获得一系列相似的动机Somemotivesaremorebasicorcriticalthano

5、thers.某些动机比其他动机更基本、更重要Themorebasicmotivesmustbesatisfiedtoaminimumlevelbeforeothermotivesareactivated.只有当基本的动机得到最低限度的满足之后，其他动机才会被激活Asthebasicmotivesbecomesatisfied,moreadvancedmotivescomeintoplay.基本的动机得到满足后，更高级的动机才出现Maslow’sHierarchyofNeeds生理需要（食物、水、空气、房子、性）安全需要（保护、秩序、稳定）社交需要（情感、友情、归属）自尊需要（名望

6、、地位、自尊）自我实现需要马斯洛需要层次论高层次需要低层次需要McGuiredevelopedaclassificationwith16categoriesTwocriteriadeterminefourcategories:Isthemodeofmotivationcognitiveoraffective?认知性动机集中于个体对于适应环境和取得理解和意义的需要，情感性动机涉及达到满意的感觉状态以及个人目标的需求。Isthemotivefocusedonpreservationofthestatusquoorongrowth?保持导向动机强调保持平衡，而成长动机强调发展。Four

7、categoriesfurthersubdivided:Isthisbehavioractivelyinitiatedorinresponsetotheenvironment?Doesthisbehaviorhelptheindividualachieveanewinternaloranewexternalrelationshiptotheenvironment?McGuire’sFourGeneralCategories:CognitivePreservationMotives