Motivation, Personality, Perception, Attitude

2396 Words10 Pages
Motivation is the driving force within individuals that impels them to action. This driving force is produced by a state of uncomfortable tension, which exists as the result of an unsatisfied need. Al1 individuals have needs, wants, and desires. The individual's subconscious drive to reduce need-induced tensions results in behavior that he or she anticipates will satisfy needs and thus bring about a more comfortable internal state. All behavior is goal oriented. Goals are the sought, after results of motivated behavior. The form or direction that behavior takes-the goal that is selected-is a result of thinking processes (cognition) and previous learning (example: experience). There are two types of goals: generic goals and…show more content…
Because they are simple to use and to score and can be self-administered, personality inventories are the preferred method for many researchers in the assessment of consumer personality. Product and brand personalities represent real opportunities for marketers to take advantage of consumers' connections to various brands they offer. Brands often have personalities-some include "humanlike" traits and even gender. These brand personalities help shape consumer responses, preferences, and loyalties. Each individual has a perceived self-image (or multiple self-images) as a certain kind of person with certain traits, habits, possessions, relationships, and ways of behaving. Consumers frequently attempt to preserve, enhance, alter, or extend their self-images by purchasing products or services and shopping at stores they perceive as consistent with their relevant self-image(s) and by avoiding products and stores they perceive are not. With the growth of the internet, there appear to be emerging virtual selves or virtual personalities. Consumer experiences with chat rooms sometimes provide an opportunity to explore new or alternative identities. Perception is the process by which individuals select, organize, and interpret stimuli into a meaningful and coherent picture of the world. Perception has strategy Implications for marketers because consumers make decisions based on what they perceive rather than on the basis of objective
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