沈阳理工大学学士学位论文
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32 沈阳理工大学学士学位论文
附录A
CONSUMER NEEDS AND MOTIVATION
We have all grown up ―knowing‖ that people are different. They seek different pleasures, spend their money in different ways. A couple may spend their vacation traveling in Europe, their friends are content with two weeks in a collage by the sea. A doting father may buy his son a set of encyclopedias; another may buy his son a set of electric trains. A woman may save her household money to carpet her bedroom, her neighbor may save hers to buy a second car. Different modes of consumer behavior---different ways of spending money---do not surprise us. We have been brought up to believe that the differences in people are what make life interesting.
However, this apparent diversity in human behavior often causes us to overlook the fact that people are really very much alike. There are underlying similarities—constants that tend to operate across many types of people—which serve to explain and to clarify their consumption behavior. Psychologists and consumer behaviorists agree that basically most people experience the same kinds of needs and motives, they simply express these motives in different ways. For this reason, an understanding of human motives is very important to marketer. It enables them to understand one another, and even anticipate, human behavior in the marketplace.
This chapter will discuss the basic needs that operate in most people to motivate behavior explores the influence that such needs have on consumption behavior. 1、Motivation
Several basic concepts are integral to an understanding of human motivation. Before we discuss these, it is necessary to agree on some basic definitions. Motivation can be described as the driving force within individuals that impels them to actionable. This driving force is produced by a state of tensional, which exists as the result of an unfilled need. Individuals strive---both consciously and subconsciously---to reduce this tension through behavior that they anticipate will fulfill their needs and thus relieve them of the stress they feel. The specific goals they select and the patterns of action they’d, undertake to achieve their goals are the results of individual thinking and learning.
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沈阳理工大学学士学位论文
The specific courses of action undertaken by consumers and specific goals chosen are selected on the basis of their thinking processes (i.e., cognition) and previous learning. Thus marketers who understand motivational theory attempt to influence the consumer’s thinking or cognitive precision. 2、Needs
Every individual has needs, some are innate, others are acquired. Innate needs are physiological (i.e., biogenic); they include the needs for food, for water, for air, for clothing, for shelter, and for sex. Because all of these factors are needed to sustain biological life, the biogenic needs are considered primary needs or motives.
Acquired needs are needs that we learn in response to our culture or environment. They may include needs for esteem, for prestige, for affection, for power, and for learning. Because acquired needs are generally physiological (i.e., psychogenic), they are considered secondary needs or motives. They result from the individual’s subjective psychological state and from his or her relationships with others. For example, all individuals need shelter from the elements that finding a place to live fulfills an important primary need for a newly transferred executive. However, the kind of house she buys may be the result of secondary needs. She may seek a house where she can entertain large groups of people (and fulfill her social needs), furthermore she may want to buy a house in an exclusive community in order to impress her friends and family (and fulfill her ego needs). The house that an individual ultimately purchases thus may serve to fulfill both primary and secondary needs. 3、Goals
Goals are the sought –after results of motivated behavior. all behavior is goal-oriented. One discussion of motivation in this chapter is in part concerned with consumer’ generic goals; that is, the general classes or categories of goals they select to fulfill their needs. Marketers are even more concerned with consumer’ product-specific goals; that is, the specially branded or labeled products they select to fulfill their needs. For example, the Thomas J. Lipton Company wants consumer to view iced tea as a good way to quench summer thirst (i.e. as a generic goal). However, it is even more interested in having consumers view Lipton’s iced tea as the best way to quench summer thirst (i.e., as a product-specific goal). As trade association advertising indicates, marketers recognize the
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沈阳理工大学学士学位论文
importance of promoting both types of goals. The American Dairy Association advertises that ―milk is a natural‖, while Borden’s, a member of the Association, advertises its own brand of milk.
4、Positive and Negative Motivation
Motivation can be either positive or negative in direction. We may feel a driving force toward some object or condition, or a driving force away form some object or condition. Some psychologists refer to positive drives as needs, wants or desires, and negative drives as fears or aversions. However, though negative and positive motivation forces seem to differ dramatically in terms of physical (and sometimes emotional) activity, they are basically similar in that they both serve to initiate and sustain human behavior. For this reason, researchers often refer to both kinds of drives or motives as needs, wants, and desires.
Goals, too, can be either positive or negative. A positive goal is one toward which behavior is directed, and thus is often referred to as an approach object. A negative goal is one from which behavior is directed away, and thus it is sometimes referred to as an avoidance object. Since both approach and avoidance goals can be considered objectives of motivated behavior, most researchers refer to both types simply as goals. Consider this example. A middle-aged woman may wish to remain as attractive as possible to male acquaintances. Her positive goal is to appear desirable, and therefore she may use a perfume advertised to make her ―irresistible‖. A negative goal may be to prevent her skin from aging, and therefore she may buy and use face creams advertised to prevent wrinkles. In the former case, she uses perfume to help her achieve he positive goal—sexual attractiveness; in the latter case, she uses face creams to help avoid a negative goal—wrinkled skin. 5、The Selection of Goals
For any given need, there are many different and appropriate goals. The goals selected by individuals depend on their personal experiences, physical capacity, prevailing cultural norms and values, and the goal’s accessibility in the physical and social environment. For example, an individual may have a strong hunger need. If he is a young American athlete, he may envision a rare sirloin steak as his goal-object; however, if he is also an orthodox Jew, he may require that the steak be kosher to conform to Jewish dietary laws. If the individual is old or infirm, he may mot have the physical capacity to chew or digest a steak; therefore, he may
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沈阳理工大学学士学位论文
select hamburger instead, if he has never tasted steak—if it is out of his realm of personal experience—he will probably not even think of steak as a goal-object but instead will select a food that has satisfied his hunger before(perhaps fish or chicken).
Finally, the goal-object has to be both physically and socially accessible. If the individual were shipwrecked on an island with no food provisions or living animals, He could not realistically select steak as his goal-object, though he might fantasize about it. If he were in India where cows are considered sacred deities, he could not realistically hope to consume steak because to do so might be considered sacrilegious. Therefore he would have to select a substitute goal more appropriate to the social environment.
The individual’s own conception of himself or herself also serves to influence the specific goals selected. The products that a person owns, would like to own, or would not like to own are often perceived in terms of how closely they reflect (are congruent with) the person’s self-image. A product that is perceived as fitting an individual’s self-image has a greater probability of being selected than on that is not. Thus a man who perceives himself a young and ―swinging‖ may drive a Corvette, a woman who perceives herself as rich and conservative may drive a Mercedes. The types of houses people live in, the cars they drive, the clothes they wear, the very foods they eat—these specific goal-objects are often chosen because symbolically they reflect the individual’s own self-image while they satisfy specific needs.
6、Rational Versus Emotional Motives
Some consumer researchers distinguish between so-called rational motives and emotional (or nonrational) motives. They use the term rationality in the traditional economic sense that assumes that consumers behave rationally when they carefully consider all alternatives and choose those that give them the greatest utility (i.e., satisfaction). In a marketing context, the term rationality implies that the consumer selects goals based on totally objective criteria such as size, weight, price, or miles per gallon. Emotional motives imply the selection of goals according to personal or subjective criteria (the desire for individuality, pride, fear, affection, and status).
The assumption underlying this distinction is that subjective or emotional criteria do not maximize utility or satisfaction. However, it is reasonable to assume that consumers always
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