臺(tái)大消費(fèi)者行為cb 05 motivation(文件)
【正文】 3 CH5 Motivation Types of Consumer Needs... ?Physiological Needs ? basic human needs, including food, water, and sleep ?Safety and Health Needs ?Need for Love and Companionship ?Need for Financial Resources and Security ?Need for Pleasure 03/27 4 CH5 Motivation Types of Consumer Needs (continued) ?Social Image Needs ? conspicuous consumption ?Need to Possess ? selfconcept ? impulse buying ?Need to Give ? selfgifts ?Need for Information ?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
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