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The dynamics of motivation
- 1. RMC RIFA MANDA CANDRA Consumer Motivation Prepared For Consumer Behavior, Bussines Administration
- 2. Consumer Motivation Motivation as a Psychological Force The Dynamics of Motivation Types and System of Needs The Measurement Motives
- 4. As a PsylogichalForce…
- 5. Figure 4.1 Modelof the Motivation Process Learning Needs Goal or wants, need Tension Drive Behavior and fulfill- desires ment Cognitive processe s Tension reduction
- 6. Needs & Goals needs goals
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- 10. Negative Motivation Positive Motivation
- 11. Rational Motives Emotional Motives
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- 13. 01 • Motivation ishighly dynamic construct that contantly changing • Needs and goals change and grow • Reasons why need-driven human acivity never ceases: – Needs are never fully satisfied – New needs emerge as old needs are satisfied
- 14. 02 Achive Goals New & Higher Level of Goals Aspiration Goal Selection is often a Function of Success And Failure
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- 17. 05 Aggression Rationalization Regression Withdrawal Projection Autisms Identification Repression
- 18. 06 • A consumer’sbehavior often fulfills more than one need • Specifics goals are selected because they fulfill several needs • Prepotent Need
- 20. Types And Systems of Needs Hierarchy of Needs Segmentation and Promotional Applications PositioningApplications A Trio of Needs
- 21. Murray's List of Psychogenic Needs Needs Associated with Inanimate Objects: Acquisition, Conservancy, Order, Retention, Construction Needs Reflecting Ambition, Power, Accomplishment, and Prestige: Superiority, Achievement, Recognition, Exhibition, Infavoidance Needs Connected with Human Power: Dominance, Deferrence, Similance, Autonomy, Contrariance
- 22. Murray's List of Psychogenic Needs Sado-Masochistic Needs : Aggression, Abasement Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse: Cognizance, Exposition
- 23. Hierarchy of Needs Physilogical Needs Safety Needs Social Needs Egoistic Needs Need for SelfActualization
- 24. Physicological Needs
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- 28. Need for SelfActualization
- 29. An Evaluation ofThe Need Hierarchy and Marketing Application Hirarki Maslow teori kebutuhan mendalilkan hirarki lima tingkat kebutuhan manusia yang lebih tinggi menjadi kekuatan pendorong di belakang perilaku manusia sebagai kebutuhan tingkat rendah yang terpenuhi. Hirarki menawarkan kerangka kerja yang sangat berguna bagi pemasar untuk mencoba mengembangkan iklan yang sesuai untuk produk mereka.
- 30. Segmenting and Promotional Applications Kebutuhan hirarki sering digunakan sebagai dasar segmentasi pasar dengan spesifik iklan yang diarahkan ke satu atau lebih tingkat kebutuhan segmen. Sebagai contoh, Ford Taurus telah dirancang dan diiklankan akan terkesan sebagai mobil keluarga ( daya tarik sosial )
- 31. Positioning Applications Pengiklanandilihat dari hirarki kebutuhan untuk posisi produk yaitu, memutuskan bagaimana produk harus dirasakan oleh konsumen. Sebagai Contoh, minuman bernutrisi (Kebutuhan Psikologis), ada juga untuk Kebutuhan Ego.
- 32. A Trio ofNeeds Power Affiliation Achievement
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- 36. Qualitative research designed to uncover consumers’ subconscious or hidden motivations. Motivational Consumers are not Research always aware of, or may not wish to recognize, the basic reasons underlying their actions.
- 37. “In the factory,we make product; in the store we sell hope”. Charles Revson, the builder of the Revlon Cosmetics Empire
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