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The dynamics of motivation

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  • 1. RMC RIFA MANDA CANDRAConsumer MotivationPrepared 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
  • 3. As a Psylogichal Force…
  • 4. Figure 4.1 Model of the MotivationProcess Learning Needs Goal or wants, need Tension Drive Behavior and fulfill- desires ment Cognitive processe s Tension reduction
  • 5. Needs & Goalsneeds goals
  • 6. Needs
  • 7. Goals
  • 8. Negative Motivation PositiveMotivation
  • 9. Rational Motives Emotional Motives
  • 10. The Dynamicsof Motivation
  • 11. 01• Motivation is highly 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
  • 12. 02Achive Goals New & Higher Level of Goals Aspiration Goal Selection is often a Function of Success And Failure
  • 13. 03
  • 14. 04 DefenseMechanisms
  • 15. 05 AggressionRationalization Regression Withdrawal Projection Autisms Identification Repression
  • 16. 06• A consumer’s behavior often fulfills more than one need• Specifics goals are selected because they fulfill several needs• Prepotent Need
  • 17. Types And Systems of Needs Hierarchy of Needs Segmentation and Promotional Applications PositioningApplications A Trio of Needs
  • 18. Murrays List of Psychogenic NeedsNeeds Associated with Inanimate Objects:Acquisition, Conservancy, Order, Retention,ConstructionNeeds Reflecting Ambition, Power,Accomplishment, and Prestige:Superiority, Achievement, Recognition,Exhibition, InfavoidanceNeeds Connected with Human Power:Dominance, Deferrence, Similance, Autonomy,Contrariance
  • 19. Murrays List of Psychogenic Needs Sado-Masochistic Needs : Aggression, AbasementNeeds Concerned with Affection between People:Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse: Cognizance, Exposition
  • 20. Hierarchy of Needs Physilogical NeedsSafety Needs Social Needs Egoistic NeedsNeed forSelfActualization
  • 21. Physicological Needs
  • 22. Safety Needs
  • 23. Social Needs
  • 24. Egoistic Needs
  • 25. Need for Self Actualization
  • 26. An Evaluation of The 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.
  • 27. 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 )
  • 28. Positioning Applications Pengiklanan dilihat 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.
  • 29. A Trio of Needs  Power  Affiliation  Achievement
  • 30. Power
  • 31. Affiliation
  • 32. Achievement
  • 33. 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.
  • 34. “In the factory, we make product; inthe store we sell hope”. Charles Revson, the builder of the Revlon Cosmetics Empire
  • 35. 38