MOTIVATION AND AFFECT(CONSUMER)

• Critical thinking about consumer behavior

  • involves analyzing and evaluating the factors that influence consumer decision-making and understanding the underlying motivations and processes involved.
• Psychological Factors

  • Consumers' decisions are influenced by various psychological factors, such as perception, motivation, learning, and attitudes.
• Social and cultural factors

  • Consumers are also influenced by their social environment and cultural norms.
• Decision-making process

  • Critical thinking involves examining the consumer decision-making process, which typically includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
• Marketing Strategies

  • Critical thinking involves evaluating the effectiveness of marketing strategies in influencing consumer behavior.
• Consumer insights

  • Critical thinking requires analyzing consumer insights and market research data to gain a deeper understanding of consumer behavior.
• Needs

  • are the basic human requirements for survival such as food, water, clothing, and shelter.
• Wants

  • These are desires or cravings that people have for goods or services beyond their basic needs. They vary greatly from person to person and can include things like wanting a new smartphone, a designer handbag, a vacation, or a fancy dinner at a high-end restaurant.
• Motivation Process

  • It is the driving force within individuals that impels them to action.
• Need/want

  • The first step in the motivation process.
• Tension

  • Once a need or want is identified, it creates a sense of tension or discomfort. This tension arises from the gap between the current state and the desired state.
• Drive

  • The tension then leads to the development of a drive or motivation to take action. This drive is the internal force that pushes individuals to reduce the tension and satisfy their needs or wants. It energizes and directs behavior towards achieving the desired goal.
• Satisfaction

  • The final stage of the motivation process is the satisfaction of the need or want. When the individual takes action and successfully fulfills their goal, the tension is reduced, and a sense of satisfaction is achieved.
• Social Factors

  • Social influences, such as the support and encouragement from others, can impact motivation. Positive feedback, recognition, and social approval can enhance motivation.
• Involvement

  • refers to the level of perceived relevance and personal importance that an individual attaches to a particular product, service, or decision. It reflects how much attention, thought, and effort a person invests in the decision-making process.
• High involvement purchases

  • these are purchases that are perceived as significant, risky, or involving a high level of personal importance to the consumer.
• Low involvement purchases

  • These are purchases that are routine, low-risk, and have a lower level of personal importance.
• Importance

  • The importance of a need or want can significantly impact the strength of motivation.
• Individual differences

  • Each person has unique characteristics, values, and beliefs that influence their motivation.