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Unit 3: Consumer Motivation

6. "The level of our motivation would depend on the intensity of our need." Justify with the Notes
help of examples.
7. State the difference between hedonic and psychological needs.

8. "Human needs are never ending". Discuss
9. Assess the validity of Maslow's needs hierarchy.
10. Why is depth-interview considered to be the heart and soul of motivational research?

Answers: Self Assessment

1. Utilitarian 2. situational
3. self-actualization 4. needs

5. emotional 6. importance of purchase
7. satisfaction 8. acquired
9. psychological 10. depth-interview

3.8 Further Readings

Books Hawkins, D.L & Best, Roger, Consumer Behaviour - Building Marketing Strategy,
McGraw Hill, Indian Edition, New Delhi.
J Paul Peter, Customer Behavior and Marketing Strategy, McGraw Hill.
Leon G Schiffman, Consumer Behaviour, Pearson Education.
SHH Kazmi and Satish K Batra, Consumer Behaviour: Text and Cases, Excel Books.

Online links crab.rutgers.edu/.../ConsumerbehaviorMotivationnotes.html
www.helium.com/.../216926-how-does-motivation-and-perception-influence-
consumer-behavior

www.consumerpsychologist.com/

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