The document discusses the concept of motivation, distinguishing between needs and wants, and categorizing needs into biogenic, psychogenic, utilitarian, and hedonic. It explores Maslow's hierarchy of needs and their relevance to consumer behavior by highlighting the need for affiliation, power, and uniqueness. Additionally, it addresses motivational conflicts, levels of involvement in consumption, and cultural values that shape consumer behavior.

1. MOTIVATION AND GLOBAL
VALUES
By: Eyad Alghanem

3. MOTIVATION
refers to the processes that lead people to
behave as they do. It occurs
when a need is aroused that the consumer
wishes to satisfy.

4. MOTIVATIONAL STRENGTH
The degree to which a person will expend energy to
reach one goal as opposed to another
reflects his or her motivation to attain that goal.

6. NEEDS VERSUS WANTS:
Need: is state of felt deprivation of some basic
satisfaction
wants: are desires for a specific satisfier of these
deeper needs

7. WHAT DO WE NEED?
1-Biogenic Needs
Needs
2-Psychogenic
3-Utilitarian Needs
4-Hedonic Needs

8. Maslow's hierarchy of needs is a theory in
psychology proposed by Abraham Maslow in his 1943
paper "A Theory of Human Motivation" in
Psychological Review. Maslow subsequently
extended the idea to include his observations of
humans' innate curiosity.

10. NEEDS THAT ARE RELEVANT TO CONSUMER
BEHAVIOR INCLUDE:
Need for affiliation:
is relevant to products and services for people in
groups, such as participating in team
sports, and hanging out at shopping malls.
Need for power:
(to control one's environment) Many products and
services allow
us to feel that we have mastery over our
surroundings

11. :
Need for uniqueness
(to assert one's individual identity). Products satisfy
the
need for uniqueness when they pledge to bring out
our distinctive qualities.

12. MOTIVATION AND EMOTION
Motivation and emotion are two central concepts in
psychology. Motivation is a process that affects the
direction, persistence and strength of goal-oriented
behavior.
Emotions are feelings or affective experiences that
are shaped by a pattern of cognitive, physiological
and behavioral responses to specific stimuli

13. MOTIVATIONAL CONFLICTS

is a situation in which a consumer is driven to make
a decision based on conflicting goals. ...
Approach/Approach motivational conflict occurs
when a consumer is confronted with two choices
which are equally as attractive as each other and
the consumer can only choose one.

15. INVOLVEMENT
Is "a person's perceived relevance of the object
based on their inherent the word object in the generic
sense to refer to a
product (or a brand), an advertisement, or a purchase
situation.

16. +

17. LEVELS OF INVOLVEMENT: FROM
INERTIA TO PASSION
Inertia: Is consumption at the low end of involvement
, decisions made out of habit (Lack of motivation)
Flow state : Occurs when consumers are truly
involved.
-Sense of control
- Concentration
- Mental enjoyment
- Distorted sense of time

18. Cult product: Command fierce consumer loyalty and
perhaps worship by consumers who are highly
involved in the product.
The Many Faces of involvement:
Product involvement : Related to a consumers level
of interest in a particular product
Message-Response involvement : Refers to a
consumers interest in processing marketing
communications

19. Purchase situation involvement: Refers to the
differences that may occur when buying the same
product for different contexts

20. VALUE
is a belief that some condition is preferable to its
opposite
Values shared within a culture
Core Values:
Enculturation : Learning the beliefs and values
of ones own culture
Acculturation: Learning the value system and
behaviors of another culture

21. HOFSTEDE’S CULTURAL DIMENSIONS
Power distance
Individualism vs . Collectivism
Masculinity vs . Femininity
Uncertainty avoidance
Long – term orientation

22. TERMINAL AND INSTRUMENTAL VALUES
Terminal values:
A comfortable life
A sense of accomplishment
Wisdom
Instrumental value:
Ambitious
Capable
Self-controlled

23. means-end chain model: approach assumes
that people link very specific product
attributes (indirectly )