Your stories and the meaning of life
December 15, 2017
Sustainable Performance Phase – Discussion
December 15, 2017

Motivation?as?a?psychological?construct?has?played?many?roles?as?paradigms?have?risen?and?fallen?over?the
decades.?However?the?central?concept?that?motivation?is?the?result?of?unmet,?salient?needs?has?remained
unchanged?throughout?these?theories?and?systems.??(Pincus?2004)
It?has?been?argued?that?Maslow?succeeds?in?combining?the?insight?of?earlier?psychologists?revealing?that
consciously?or?unconsciously,?people?try?to?fill?these?needs?literally?or?symbolically.?This?has?proven?valuable?to
marketers?in?terms?of?understanding?consumer?s?behaviour.?
With?a?focus?on?Maslow?s?Hierarchy?of?Needs,?consider?the?role?of?motivation?in?consumer?choice?and?the
influence?of?emotional?meaning?and?social?connectedness?and?social?digital?technologies?on?consumer
motivation.?Please?evidence?your?discussion?using?relevant?literature?and?motivation?theory,?demonstrating
examples?of?consumer?choice?situation(s)?to?illustrate?your?response.?
Key?areas?of?focus:?
??????????????????????????
1)?Critique?Maslow?s?Hierarchy?of?Needs?pertaining?to?Pincus??conclusions,?Maslow?has?successfully?combined
the?earlier?insight?of?psychologists???that?the?central?concept?of?motivation?is?the?result?of?unmet,?salient?needs?is
unchanged?
2)?Consider?the?role?of?motivation?in?consumer?choice?in?the?literal?or?symbolic?fulfilment?of?needs?which?has
proven?valuable?to?marketers?in?helping?understand?consumer?behaviour?
3)?Explore?the?influence?of?emotional?meaning?and?evidence?of?social?connectedness?and?popular?social?digital
technologies,?using?theory?and?literature?to?support?
4)?Demonstrate?with?examples?of?consumer?choice?situations?in?consumer?motivation?to?illustrate?your?position?
Instruction:?
???????????????
?Underpin?your?understanding?of?the?role?of?motivation?in?shaping?consumer?decision?making?and?consumption
behaviour
?Evaluate?the?value?and?influence?of?social?digital?technologies?in?adding?value?to?marketers?to?understand
consumer?behaviour?
?Discuss?a?brand(s)?or?product(s)?who?you?feel?demonstrates?emotional?meaning?and?connectedness???show?how
they?achieve?this?with?your?own?examples?
??Synthesis???need?fulfilment,?emotion?and?desire?within?consumer?behaviour?
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??Motives?conscious?or?unconscious??selection?of?a?product/brand?related?to?motives?for?consumption?and/or
symbolism?(Ernest?Dichter?s?model)??>?attitudes?>?values?
??Consumer?Decision?Making?process???6?steps???consumer?involvement?levels?=?high?or?low?involvement?levels?
??Online?shopping?affected?by?hedonistic?and?utilitarian?needs???augmented?reality???customer?experience?
??Impact?of?social?media?and?digital?technologies?on?consumer?behaviour?and?decision?making?(opinion?leaders,
market?mavens,?digital?natives,?communities,?tribes)?
??Consumer?Behaviour?Models???Cognitive?Models,?Theory?of?Planned?Behaviour,?Drive?Theory,?Expectancy
Theory,?Forced?Choice?Preference?(maximisers?and?satisficers),?Self?concept,?self?product?congruency,?Symbolic
consumption?theory,?Sheth?Consumer?Behaviour?model,?TAM?model,?Hierarchy?of?Effects?(not?exhaustive)?
??Social?object?theory?and?Social?judgement?theory

 

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