臺大消費(fèi)者行為cb 05 motivation-文庫吧
2025-02-25 15:26 本頁面
【正文】 formation ?Need for Variety 03/27 5 CH5 Motivation Exhibit : Types of Needs 03/27 6 CH5 Motivation Motivational Conflicts ? Satisfying a need often es at the expense of another needthese tradeoffs cause motivational conflict ? Approachavoidance conflict ? Approachapproach conflict ? Avoidanceavoidance conflict ? Resolving motivational conflicts requires prioritizing needsMaslow’s Hierarchy of Needs 03/27 7 CH5 Motivation Maslow’s Hierarchy of Needs 03/27 8 CH5 Motivation Motivational Intensity ?Motivational intensity: how strongly consumers are motivated to satisfy a particular need ?Depends on need’s importance ?Involvement ?Perceived Risk 03/27 9 CH5 Motivation Motivation and Felt Involvement ?Involvement: degree to which an object or behavior is personally relevant ?Enduring ?Cognitive vs. affective ?Response 03/27 10 CH5 Motivation Perceived Risk
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