chapter 2
consumer motivation
LEARNING OUTCOME 1 • need to belong and to
DEFINE MOTIVATION
be accepted by others
SOCIAL NEEDS by forming romantic
MOTIVATION
relationships, making
friends, etc.
• factors that influence the behaviour of humans • need to acquire self-
• reason for acting/behaving in particular way esteem and to be
• either pushes person towards something or pulls ambitious
person away from something • in order to be
recognised by others, a
LEARNING OUTCOME 2 person must achieve
EGO NEEDS
EXPLAIN THE DIFFERENT THEORIES OF MOTIVATION and be successful which
will lead to self-respect
1. MASLOW’S HIERARCHY OF NEEDS and confidence
• can be achieved by
successfully completing
• lower-order needs must be fulfilled before
degree
people are able to consider satisfying their
higher-order needs • need to be able to give
back to society what
SELF-
ACTUALISATION
NEEDS
was learned and
SELF- experienced during
ACTUALISATION
NEEDS person’s lifetime, while
being creative,
EGO NEEDS
spontaneous, and
SOCIAL NEEDS fulfilling one's potential
SAFETY NEEDS
2. MC CLELLAND’S NEED THEORY
PHYSIOLOGICAL NEEDS
• order of importance is different for each person
NEED FOR
PHYSIOLOGICAL • needs for water, food, POWER
NEEDS sex, and sleep
• needs for safety and
security, both physically
and psychologically, NEED FOR NEED FOR
SAFETY NEEDS
include safe place to ACHIEVEMENT AFFILIATION
stay, job security,
freedom, etc.
5
consumer motivation
LEARNING OUTCOME 1 • need to belong and to
DEFINE MOTIVATION
be accepted by others
SOCIAL NEEDS by forming romantic
MOTIVATION
relationships, making
friends, etc.
• factors that influence the behaviour of humans • need to acquire self-
• reason for acting/behaving in particular way esteem and to be
• either pushes person towards something or pulls ambitious
person away from something • in order to be
recognised by others, a
LEARNING OUTCOME 2 person must achieve
EGO NEEDS
EXPLAIN THE DIFFERENT THEORIES OF MOTIVATION and be successful which
will lead to self-respect
1. MASLOW’S HIERARCHY OF NEEDS and confidence
• can be achieved by
successfully completing
• lower-order needs must be fulfilled before
degree
people are able to consider satisfying their
higher-order needs • need to be able to give
back to society what
SELF-
ACTUALISATION
NEEDS
was learned and
SELF- experienced during
ACTUALISATION
NEEDS person’s lifetime, while
being creative,
EGO NEEDS
spontaneous, and
SOCIAL NEEDS fulfilling one's potential
SAFETY NEEDS
2. MC CLELLAND’S NEED THEORY
PHYSIOLOGICAL NEEDS
• order of importance is different for each person
NEED FOR
PHYSIOLOGICAL • needs for water, food, POWER
NEEDS sex, and sleep
• needs for safety and
security, both physically
and psychologically, NEED FOR NEED FOR
SAFETY NEEDS
include safe place to ACHIEVEMENT AFFILIATION
stay, job security,
freedom, etc.
5
