消費者動機復習要點-文庫吧資料
2025-04-23 05:33本頁面
【正文】 ormation and products, such as membership in book clubs or audiotape clubs Compulsive Consumption（消費狂）Consumers who are pulsive buyers have an addiction。第四章 消費者動機Innate Needs（先天需要）Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needsAcquired Needs（習得需要）Needs that are learned in response to one’s culture or environment (such as the need for selfesteem, prestige, affection, or power). Also known as psychogenic or secondary needs.Generic Goals ( category )（類目標）the general categories of goals that consumers see as a way to fulfill their needsProductSpecific Goals ( brand )（特定產品目標） the specifically branded products or services that consumers select as their goals Substitute Goal（替代目標）A goal that replaces an individual’s primary goal when the goal cannot be achieved or acquired.Maslow’s Hierarchy of Needs（馬斯洛需求理論）Physiological Needs(Food, water, air, shelter, sex)Safety and Security Needs(Protection, order, stability)Social Needs(affection, friendship, belonging)Ego Needs(Prestige, status, self esteem)SelfActualization(Selffulfillment)第五章 個性和消費者行為 Freudian Psychoanalytic Theory（佛洛伊德理論）A theory of motivation and personality that postulates that unconscious needs and drives, particularly sexual and other biological drives, are the basis of human motivation and personality.The human personality consists of 3 interacting systems: the id（basic physiological needs）, the superego(individual’s internal expression of society’s moral and ethical codes of conduct.), and the ego(indivi
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