Consumer Behaviour
Consumer behavior
Simona Romani
Chapter 1 – Consumer motives and values
Motivation (I)
Motivation is a driving force that moves individuals to take a particular action; this driving force is produced by a state of tension, which exists as a result of an unfulfilled need. Need Satisfaction Homeostasis We strive for a state of equilibrium (Homeostasis) Physiological needs (e.g. hunger) move us away from this But so do social and psychological needs Deprivation
Motivation (II)
Biogenic drives: such as hunger & thirst originate from our physiology. Psychogenic drives: such as to achieve a certain status originate from our social & cultural environment and psychological make up.
Belk et al (2003) argue that want (or desire), which is fundamentally social in nature, is the major driving force or motivation behind much of our contemporary consumption.
Maslow’s hierarchy of needs (I)
Self Actualisation Needs
Aesthetic Needs Cognitive Needs Esteem Needs Social Needs Safety Needs Physiological Needs
Maslow’s hierarchy of needs (II)
Needs at one level must be at least partially satisfied before those at the next level become important in determining our actions Phisiological needs come first; then, individuals turn their attention to the fulfillment of more advanced psychogenic requirements
Social acceptance Self esteem Need for cognition Creativity and aesthetic drives Self actualization
Maslow’s hierarchy of needs and voluntary simplicity (I)
An application to the voluntary simplicity phenomenon
Voluntary simplicity means choosing to limit material consumption in order to free one’s resources, primarily money and time, to seek satisfaction through nonmaterial aspects of life (Etzioni, 1998; Shaw & Newholm, 2002).
Maslow’s hierarchy of needs and voluntary simplicity (II)
Bilanci di giustizia
In controtendenza con la società di oggi, consumando meno e meglio si guadagna in qualità di vita reimpossessandosi del proprio tempo,
Simona Romani
Chapter 1 – Consumer motives and values
Motivation (I)
Motivation is a driving force that moves individuals to take a particular action; this driving force is produced by a state of tension, which exists as a result of an unfulfilled need. Need Satisfaction Homeostasis We strive for a state of equilibrium (Homeostasis) Physiological needs (e.g. hunger) move us away from this But so do social and psychological needs Deprivation
Motivation (II)
Biogenic drives: such as hunger & thirst originate from our physiology. Psychogenic drives: such as to achieve a certain status originate from our social & cultural environment and psychological make up.
Belk et al (2003) argue that want (or desire), which is fundamentally social in nature, is the major driving force or motivation behind much of our contemporary consumption.
Maslow’s hierarchy of needs (I)
Self Actualisation Needs
Aesthetic Needs Cognitive Needs Esteem Needs Social Needs Safety Needs Physiological Needs
Maslow’s hierarchy of needs (II)
Needs at one level must be at least partially satisfied before those at the next level become important in determining our actions Phisiological needs come first; then, individuals turn their attention to the fulfillment of more advanced psychogenic requirements
Social acceptance Self esteem Need for cognition Creativity and aesthetic drives Self actualization
Maslow’s hierarchy of needs and voluntary simplicity (I)
An application to the voluntary simplicity phenomenon
Voluntary simplicity means choosing to limit material consumption in order to free one’s resources, primarily money and time, to seek satisfaction through nonmaterial aspects of life (Etzioni, 1998; Shaw & Newholm, 2002).
Maslow’s hierarchy of needs and voluntary simplicity (II)
Bilanci di giustizia
In controtendenza con la società di oggi, consumando meno e meglio si guadagna in qualità di vita reimpossessandosi del proprio tempo,