Please enable JavaScript.

Coggle requires JavaScript to display documents.

MOTIVATION - Coggle Diagram

- - - - perception depends on physical stimuli and the stimuli's relationship to the surrounding environment, as well as conditions that exist within each person.
        
        People emerge with different perceptions due to three perceptual processes: selective attention, selective distortion, and selective retention P. 62
- - - - Abraham Maslow - developed one of the best known theories of human motivation: Maslow's Hierarchy of Needs. The theory carries important implications for consumer analysis and marketing strategy
        
        Human needs are arranged in an order from most to least pressing. From physiological needs, to safety needs, to social needs, esteem needs, and self actualization needs. People try to satisfy their most important needs first P. 59
        
        Needs become wants when directed to specific objects that might satisfy the need. Our wants are shaped by our society.
        
        Demands are wants for specific products backed by an ability to pay. Many want a mercedes but few can buy one. Companies must measure not only how many people want their product but also how many are willing and able to buy it.
        
        these distinctions shed light on the notion that marketers make people buy things they do not want. This is false. Marketers do no create needs. needs pre-exist marketers.
- - - - Betty Crocker Example:Once sales started plateauing in the 50s, General Mills looked to viennese-american psychologist and behavioral marketer Ernest Dichter. Dichter conducted focus groups of women and made suggestions that changed the trajectory of Betty Crocker