消费者动机复习要点(doc 9页)

消费者动机复习要点内容提要：
Innate Needs（先天需要）Physiological needs for food, water, air, clothing, shelter, and sex.  Also known as biogenic or primary needs
Acquired Needs（习得需要）Needs that are learned in response to one’s culture or environment (such as the need for self-esteem, prestige, affection, or power).  Also known as psychogenic or secondary needs.
Generic Goals ( category )（类目标）the general categories of goals that consumers see as a way to fulfill their needs
Product-Specific Goals ( brand )（特定产品目标） the specifically branded products or services that consumers select as their goals
  Substitute Goal（替代目标）A goal that replaces an individual’s primary goal when the goal cannot be achieved or acquired.
Maslow’s Hierarchy of Needs（马斯洛需求理论）
1、Physiological Needs(Food, water, air, shelter, sex)
2、Safety and Security Needs(Protection, order, stability)
3、Social Needs(affection, friendship, belonging)
4、Ego Needs(Prestige, status, self esteem)
5、Self-Actualization(Self-fulfillment)

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