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motivationandaffect

2016-10-29 10:58:08   0  举报

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consumer behavior

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affaction

affective response<br style="-webkit-user-select: auto;">

types

evaluations

moods

emotions

application

positive

negative state relief: sadvertising

emotional orale effect

mood congruency

positive

happniness

material accumulation

material VS esperiential

age

disgust

negative

envy (Iphone-Samsung Galaxy)

guilt

motivation

process:instinct-need-motivation-want-demand-goal

motivational strength

drive theory (biological needs)

expectancy theory (expectation of achieving desirable outcomes)

motivational direction

need VS want

utilitarian

hedomic

mix

motivational conflicts (valence)

approach-approach conflicts (theory of cognitive dissonance)

approach-avoidance conflicts

avoidance-avoidance conflicts

classify needs

Murray's psychogenic needs (TAT)

biogenic

psychogenic

utilitarian

hedonic

specifi needs & buying behavior

affiliation

power

uniqueness

Maslow's hierarchy of needs

consumer involvement

difination

types

product involvement

preceived risk

monetary

functional

physical

social

phychological

mass cutomization

high level

rand loyalty

variety

massage involvement

high-involvement medium (such as print)

low-involvement medium (such as TV)

techniques to boost motivation

situation involvement

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设想5

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