消费者行为学第10章.ppt

消费者行为学第10章.ppt

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第十章动机、个性和情绪CHAPTER10MOTIVATION,PERSONALITY,ANDEMOTIONConsumerBehaviorInTheNewsPromotingacarthatdoesntexist?

Promotingacarthatdoesntexist?

Thatsright!

Thatsright!

AudicreatedanadfortheRSQ,afuturisticcarAudicreatedanadfortheRSQ,afuturisticcarfeaturedinthemovie“I,Robot.”featuredinthemovie“I,Robot.”WhatpossessedAuditodothis?

WhatpossessedAuditodothis?

ConsumerBehaviorInTheNewsPromotingacarthatdoesntexist?

Promotingacarthatdoesntexist?

WhatpossessedAuditodothis?

WhatpossessedAuditodothis?

InawordPERSONALITY!

InawordPERSONALITY!

AudiexecsfeelitspeakstoAudiscoreAudiexecsfeelitspeakstoAudiscorestrengthsincluding:

strengthsincluding:

“coolstyling,sophistication,sportiness”“coolstyling,sophistication,sportiness”10.1动机的本质TheNatureofMotivationMotivationMotivationisthereasonforbehavior.Amotivemotiveisaconstructrepresentinganunobservableinnerforcethatstimulatesandcompelsabehavioralresponseandprovidesspecificdirectiontothatresponse.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.TheNatureofMotivationTwousefulmotivationtheoriesTwousefulmotivationtheories:

1.1.MaslowsHierarchyofNeedsMaslowsHierarchyofNeeds（马马斯洛的需要斯洛的需要斯洛的需要斯洛的需要层层次理次理次理次理论论）Amacrotheorydesignedtoaccountformosthumanbehavioringeneralterms.2.2.McGuiresPsychologicalMotivesMcGuiresPsychologicalMotives（麦圭（麦圭（麦圭（麦圭尔尔尔尔的心理的心理的心理的心理动动机理机理机理机理论论）Afairlydetailedsetofmotivesusedtoaccountforspecificaspectsofconsumerbehavior.Basedonfourpremises:

Basedonfourpremises:

1.1.AllhumansacquireasimilarsetofmotivesthroughAllhumansacquireasimilarsetofmotivesthroughgeneticendowmentandsocialinteraction.geneticendowmentandsocialinteraction.每个人都通每个人都通每个人都通每个人都通过过先天先天先天先天遗传遗传和社会交往和社会交往和社会交往和社会交往获获得一系列相似的得一系列相似的得一系列相似的得一系列相似的动动机机机机2.2.Somemotivesaremorebasicorcriticalthanothers.Somemotivesaremorebasicorcriticalthanothers.某某某某些些些些动动机比其他机比其他机比其他机比其他动动机更基本、更重要机更基本、更重要机更基本、更重要机更基本、更重要3.3.ThemorebasicmotivesmustbesatisfiedtoaThemorebasicmotivesmustbesatisfiedtoaminimumlevelbeforeothermotivesareactivated.minimumlevelbeforeothermotivesareactivated.只有只有只有只有当基本的当基本的当基本的当基本的动动机得到最低限度的机得到最低限度的机得到最低限度的机得到最低限度的满满足之后，其他足之后，其他足之后，其他足之后，其他动动机才会被激机才会被激机才会被激机才会被激活活活活4.4.Asthebasicmotivesbecomesatisfied,moreadvancedAsthebasicmotivesbecomesatisfied,moreadvancedmotivescomeintoplay.motivescomeintoplay.基本的基本的基本的基本的动动机得到机得到机得到机得到满满足后，更高足后，更高足后，更高足后，更高级级的的的的动动机才出机才出机才出机才出现现MaslowsHierarchyofNeeds马斯洛需要层次论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。

Fourcategoriesfurthersubdivided:

Isthisbehavioractivelyinitiatedorinresponsetotheenvironment?

Doesthisbehaviorhelptheindividualachieveanewinternaloranewexternalrelationshiptotheenvironment?

McGuiresFourGeneralCategoriesMcGuiresFourGeneralCategories:

1.1.CognitivePreservationMotivesCognitivePreservationMotives认认知性保持知性保持知性保持知性保持动动机机机机2.2.CognitiveGrowthMotivesCognitiveGrowthMotives认认知性成知性成知性成知性成长动长动机机机机3.3.AffectivePreservationMotivesAffectivePreservationMotives情感性保持情感性保持情感性保持情感性保持动动机机机机4.4.AffectiveGrowthMotivesAffectiveGrowthMotives情感性成情感性成情感性成情感性成长动长动机机机机1.CognitivePreservationMotives1.CognitivePreservationMotivesNeedforConsistency（active,internal）NeedforConsistency（active,internal）NeedforAttribution（active,external）NeedforAttribution（active,external）AttributionTheoryAttributionTheoryNeedtoCategorize（passive,internal）NeedtoCategorize（passive,internal）NeedforObjectification（passive,external）NeedforObjectification（passive,external）McGuiresPsychologicalMotives追求一致性的需求归因的需要归类的需要客观化的需要我们需要可观察的线索、符号来推断感觉和想法。

2.CognitiveGrowthMotives2.CognitiveGrowthMotivesNeedforAutonomy（active,internal）NeedforAutonomy（active,internal）NeedforStimulation（active,external）NeedforStimulation（active,external）TeleologicalNeed（passive,internal）TeleologicalNeed（passive,internal）UtilitarianNeed（passive,external）UtilitarianNeed（passive,external）求新猎奇的需要McGuiresPsychologicalMotives自主的需要目的论的需要消费者是形式的匹配者，他们将所期望的产出或结果的形象，与现有的状态进行对比，并改变自己的行为使得结果朝着理想的状态靠拢。

功利主义的需要3.AffectivePreservationMotives3.AffectivePreservationMotivesNeedforTensionReduction（active,internal）NeedforTensionReduction（active,internal）NeedforExpression（active,external）NeedforExpression（active,external）NeedforEgoDefense（passive,internal）NeedforEgoDefense（passive,internal）NeedforReinforcement（passive,external）NeedforReinforcement（passive,external）McGuiresPsychologicalMotives缓解紧张的需要表达的需要自我防御的需要强化的需要我们经常被鼓励以某种固有的方式去行动，因为这样会给我