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An overview of the concept of consumer motivation in business

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  • Many of you will be familiar with theories of motivation and how they explain why we engage in a particular behaviour in order to achieve our goals and satisfy our needs;
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Two important factors which drive behaviour are motivation and attitudes. Many of you will be familiar with theories of motivation and how they explain why we engage in a particular behaviour in order to achieve our goals and satisfy our needs.

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There are many theories of motivation. You may have come across these in other studies of marketing, human resource management or elsewhere.

  • There are many theories of motivation;
  • The need for self-fulfilment;
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  • Click the link below to open Maslow's hierarchy;
  • Many of you will be familiar with theories of motivation and how they explain why we engage in a particular behaviour in order to achieve our goals and satisfy our needs;
  • Here Maslow is talking about the need for a generally ordered existence in a stable environment which is relatively free of threats to the safety of a person's existence.

One of the best known of motivation theories is that of Maslow's 1943 theory of human motivation or hierarchy of needs. The five original needs comprised those listed below and are illustrated in the typical hierarchical approach in Figure 2a.

  • The need for self-fulfilment;
  • There are many theories of motivation;
  • Here Maslow is talking about the need for a generally ordered existence in a stable environment which is relatively free of threats to the safety of a person's existence.

These are the basic needs of the organism such as food, water, oxygen and sleep. They also include the somewhat less basic needs such as sex or activity.

  1. There are many theories of motivation.
  2. These are the basic needs of the organism such as food, water, oxygen and sleep. Course content Course content Social marketing This free course is available to start right now.
  3. Two important factors which drive behaviour are motivation and attitudes.
  4. The need of a stable, firmly based self-evaluation. Two important factors which drive behaviour are motivation and attitudes.

Here Maslow is talking about the need for a generally ordered existence in a stable environment which is relatively free of threats to the safety of a person's existence.

These are the need for affectionate relations with other individuals and the need for one to have a recognised place as a group member — the need to be accepted by one's peers. The need of a stable, firmly based self-evaluation.

The need for self-respect, self-esteem, and for the esteem of others. The need for self-fulfilment. The need to achieve one's full capacity for doing. Figure 2a Maslow's hierarchy of needs: Below is a printable version of the hierarchy diagram.

  1. The need for self-respect, self-esteem, and for the esteem of others. These are the need for affectionate relations with other individuals and the need for one to have a recognised place as a group member — the need to be accepted by one's peers.
  2. The need of a stable, firmly based self-evaluation.
  3. Click the link below to open Maslow's hierarchy. The five original needs comprised those listed below and are illustrated in the typical hierarchical approach in Figure 2a.

Click the link below to open Maslow's hierarchy. Hide tip ] Discussion View larger image Figure 2b Maslow's hierarchy of needs: