CHAPTER OUTLINE

I. Types of Consumer Needs:

A. Physiological needs

B. Safety and health

C. Love and companionship

D. Financial resources and security

E. Pleasure

F. Social image

G. Need to possess

H. Need to give

I. Need for information

J. Variety

II. Motivational Conflict and Need Priorities

A. Fulfilling one need comes at the expense of other needs. These tradeoffs cause motivational conflict.

B. Motivational conflict can take one of three forms:

A. Approach-approach

B. Avoidance-avoidance

C. Approach-avoidance

C. Benefit segmentation divides consumers into market segments based on benefits they seek from product purchase and consumption.

III. Motivational Intensity

A. Motivational intensity represents how strongly consumers are motivated to satisfy a particular need.

B. Involvement is the degree to which an object or behavior is personally relevant.

C. Involvement and motivational intensity determine the effort consumers exert when trying to satisfy their needs.

IV. The Challenge of Understanding Consumer Motivation

A. People are not always willing to disclose the real reasons behind their actions.

B. People may not tell the truth if they feel they will be looked down upon.

C. People may not be able to explain why they behave the way they do.

D. Motivation can change.

V. Motivating Consumers – Other Techniques

A. Overcoming a price barrier

B. Provide other incentives

C. Implement a loyally program

D. Enhance perceived risk

E. Arouse consumer’s curiosity

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