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Tanima Dutta, Lovely Professional University Unit 3: Consumer Motivation
Unit 3: Consumer Motivation Notes
CONTENTS
Objectives
Introduction
3.1 Dynamics of Motivation
3.1.1 Level of Motivation
3.1.2 Motivational Behaviour
3.2 Types and System of Needs
3.2.1 Needs and Goals are Dynamic
3.2.2 System of Needs
3.3 Measurement of Motives
3.3.1 Motive Arousal
3.3.2 Motivational Research
3.4 Summary
3.5 Keywords
3.6 Self Assessment
3.7 Review Questions
3.8 Further Readings
Objectives
After studying this unit, you will be able to:
Realise dynamics of motivation
Explain types and systems of needs
Discuss measurement of motives
Introduction
Scholars and researchers have identified four major psychological factors – motivation,
perception, learning, beliefs and attitudes that influence consumers' buying behaviour. In this
unit, we will discuss one of the most important determinants of consumer's behaviour-
motivation.
LOVELY PROFESSIONAL UNIVERSITY 31
