消費者動機複習要點(doc 9頁)

消費者動機複習要點內容提要：
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（習得需要）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 )（類目標）the general categories of goals that consumers see as a way to fulfill their needs
Product-Specific Goals ( brand )（特定產品目標） the specifically branded products or services that consumers select as their goals
Substitute Goal（替代目標）A goal that replaces an individual’s primary goal when the goal cannot be achieved or acquired.
Maslow’s Hierarchy of Needs（馬斯洛需求理論）
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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