Week 3

With Duane Weaver

IS..perception = reality?
Motivation Process
Motivational Strength
Motivational Direction
Classifying Needs
Involvement
Values
Watch each of these two ads and take notes:
1. What behaviour do you think they are trying to
motivate?
2. What is your overall perceptioni.e.: what is the
message to you?
3. What is the target market segment each is going after?


http://www.youtube.com/watch?v=SkELRp4wKPs
http://www.youtube.com/watch?v=ogetBqMgau0
Motivation
the processes that cause people to behave
as they do, involving needs, goals and
drives.
Biological vs. Learned Needs
(innate instinct vs. learned behaviour)
Drive Theory
(achieving homeostasis by satiating tension
caused by the arousal of unpleasant states)
Expectancy Theory
pulled by positive incentives (goals) rather
than pushed from within

MOTIVES tend to be directional
Needs vs. Wants
Need = unsatisfied requirement (hunger)
Want = the way a person satisfies a need which ultimately is
dependent on their historical reality (cheeseburger vs. trail
mix)
Types of Needs
Biogenic or psychogenic
Motivational Conflicts (see next slide)




Motivational Conflicts (contd)
theory of cognitive dissonance

Biogenic vs. Psychogenic
Needs and Buying Behaviour
Maslow

Bio vs. Psycho
Biogenic

Vs.

Psychogenic
Needs & Buyer Behaviour
Needs and Buying Behaviour

AFFILIATION I belong!!

POWER MASTER of my DOMAIN!

UNIQUENESS I am different!!
Maslow
Ways to Measure it
Type of Involvement Matrix

to Measure it
Likert Scale
ImportantUnimportant
Exciting...Unexciting

VALUE
A belief that one condition is preferable to its
opposite
VALUE SYSTEM
Rankings of importance of values in a culture
ENCULTURATION
Learning beliefs and values endorsed by ones own
culture
ACCULTURATION
Learning the beliefs and values endorsed by another
culture

Rokeach Value Survey
(notates cultural value differences)
Pairs Instrumental Values
with Terminal Values
Ambitious..A comfortable life
Broadminded.An exciting life

PERCEPTION IS REALITY