Chapter Outline

Learning Objectives

Vignette

1. Chapter Overview
2. Classic Theories of Motivation
1. Freud's Psychoanalytic Theory
1. Overview of Freud's theory
2. Implications of Freud's Theory for Marketing
2. Jung's Psychoanalytic Theory
1. Overview of Jung's Theory
2. Implications of Jung's Theory for Marketing
3. Maslow's Hierarchy of Needs
1. Overview of Maslow's theory
2. Implications of Maslow's Theory for Marketing
4. Murray's Theory of Motivation
1. Overview of Murray's Theory of Motivation
2. Implications of Murray's Theory for Marketing
3. A Cross-Cultural Perspective on Motivation
1. How the Brain, Mind, and Motivation are Linked
2. How Motivation and Culture are Linked
3. Five Motives in Cultural Perspective
1. Need for Achievement
2. Need for Power
3. Need for Uniqueness
4. Need for Affiliation
5. Self-Esteem Needs
4. Needs Related to the Shopping Process
1. Deal Proneness: Winning at the game of Shopping
2. Shopping as Self-Sacrifice
5. Consumer Involvement
1. Types and Characteristics of Consumer Involvement
2. Marketing Implications of Different Levels of Involvement
1. High involvement purchase and consumption
2. Low involvement purchase and consumption
3. Low involvement marketing strategies
4. Involvement as a segmentation variable
6. Researching Motives
1. Means End Chain and Laddering
2. ZMET
7. Measuring involvement
8. Chapter Summary