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÷÷ 

 Drive
 Energy That Impels Us to Act
 Human Drive
 Effort to Attain a Goal Object
 Goal Object
 Something We Seek
 That Which We Judge Will Bring Us
Comfort/Value
 Purposive Behavior
 Expenditure of Energy toward a Goal Object
   



 What is a good person supposed to be?

 What's society's collective prescription?
 Should we be humble or proud?
 Restrained or self-indulgent?
 Self-sacrificing or self-seeking?
 Independent or dependent?
 Serious or frivolous?
 Hard-working or lazy?
 £ 



 Often consumers don't report their real
motives, even when they know very well
what they are.
 They may think everybody else's motives
are more noble or valid.
 Each thinks he or she is the only one who
wants the product for such
"unacceptable" reasons.
 

 ÷

 ÷otives have two main parts:
 Direction
 The product, brand, service, or store.
 Intensity
 A strong, moderate, or weak drive.
 ë


 ÷

 ÷arketers have few choices:
 Shift the motives to focus on the goods in
question, or
 Realign the product or service offering to put
it in line with the motives, or
 Both shift the focus and realign the brand,
product, service or store, or
 Abandon those particular motives in favor of
some others.
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÷





 Price is the enemy of purchase motives
 ÷arketers have two basic choices:
 Increase the intensity of buying motives
 ÷ake needs and benefits more salient
 Provide incentives to purchase
 ÷ake the goods less dear by reducing price
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 Approach ÷otivation
 The Object or Condition Is Attractive
 Avoid ÷otivation
 The Object or Condition Is Repulsive
 Approach-Avoid Conflict
 Both Attractive and Repulsive Attributes
 Approach-Approach Conflict
 Exclusive Objective Are Both Attractive
 Avoid-Avoid Conflict
 Exclusive Objective Are Both Repulsive
 ÷ 
 


 Autonomy
 Dominance
 Nurturance
 Exhibition
 Cognizance
 Exposition
 

 ÷

 ÷astery over Environment
 ÷asculinity
 Individuality
 Status
 Love and Affection
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 Undisguised Questioning
 Disguised Questioning
 Third Person
 ÷ason Haire ÷ethod
 Word Association
 Sentence Completion
 Story Completion
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 Sudden Surge of Feelings
 ÷ay Produce a Strong Drive
 To Approach the Source of that Feeling
 or
 To Avoid the Source of that Feeling
 Thus, Emotions Serve as ÷otivation
    


 Plutchnik¶s Circle

M
 


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 ÷ 
 ÷ild Emotional States
 Transient, Short-Lived
 ÷ay be Background or Foreground
 ÷ay Arise From
 Internal Sources
 External Stimuli
 ÷ay be Background or Foreground
 ÷oods ÷ay
 Produce Consumer Activity or
 Inhibit Consumer Activity
 ÷ay be Created by the Retail Atmosphere
 Consumers may Linger
 Consumers may Leave
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÷

 Seeking Recreation
 Seeking Pleasure
 ÷odes of Intrinsic ÷otivation
 Sensory Pleasure
 Aesthetic pleasure
 Emotional Experience
 Fun and Play
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 Degree of Interest
 In a Product
 In a Service
 In a Brand
 In an Outlet
 Types of Involvement
 Enduring Involvement
 Situational Involvement
 Purchase Decision Involvement
 Deep Involvement