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1、CHAPTER5CustomerMotivation:Needs,Emotions,andPsychographicsCUSTOMERBEHAVIOR:AMANAGERIALPERSPECTIVEPART2:FoundationsofCustomerBehavior1ConceptualFrameworkPayerUserBuyerMotivationNeedsMaslow’sNeedsHierarchyMurray’sPsychogenicNeedsDichter’sConsumptionNeedsMotivationPsychographicsVal
2、uesSelf-conceptLifestylesMotivationEmotionsTypesofEmotionsCustomerMoodsHedonicConsumption2Copyright©1999byThomasSouthwestern.Allrightsreserved.TheMotivationProcessDrive/arousalCognitiveAutonomic(physiological)EmotiveOutcomeExperienceofnewstateSatisfactionBehaviorApproachoravoidan
3、ceIdentificationofGoal-directedbehaviorFeedbackStimulus3Copyright©1999byThomasSouthwestern.Allrightsreserved.Approach/AvoidanceMotivesApproachmotivationisthedesiretoattainagoal-objectAvoidancemotivationisthedesiretoprotectoneselffromanobject4Copyright©1999byThomasSouthwestern.All
4、rightsreserved.FacetsofMotivationNeedsEmotionsPsychographics5Copyright©1999byThomasSouthwestern.Allrightsreserved.Needs6CustomerNeedsMaslow’sneedhierarchyMurray’spsychogenicneedsDichter’sconsumptionneedsNeedsidentifiedbymarketingscholars7Copyright©1999byThomasSouthwestern.Allrigh
5、tsreserved.Maslow’sNeedHierarchyPhysiologicalneeds(hunger,thirst)Safetyandsecurityneeds(security,protection)Belongingnessandloveneeds(socialneeds)Esteemandegoneeds(self-esteem,recognition,status)Needforself-actualization(self-development,realization)8Copyright©1999byThomasSouthwe
6、stern.Allrightsreserved.Murray’sListofPsychogenicNeedsNeedDefinitionExamplesAutonomyTobeindependentandfreetoactaccordingtoimpulse;tobeunattached,irresponsible;todefyconvention.Impulsebuying,wearingunconventionalclothingDominanceTodirectthebehaviorofothersAggressivelydemandingatte
7、ntioninserviceestablishmentsNurturanceTogivesympathyandtofeed,help,andprotecttheneedyGivingtohumanitariancausesExhibitionTomakeanimpression;toexcite,amaze,fascinate,entertain,shock,intrigue,amuse,orenticeothersWearinghigh-fashionclothingCognizanceToexplore,toaskquestions,toseekkn
8、owledgeVisitingmuseums,learningaboutnewt
