C3
C3
t e
a p
Ch
• Needs
– Physiological
– Psychological
• Goals
– Generic
– Product-specific
Discussion Questions
Motivations of Bloggers
(1)self-expression
(2)documenting one’s life
(i.e., keeping a diary)
(3)identifying other
influential bloggers
• Power
• Affiliation
• Achievement
Strong Symbolic
inhibitions meanings
Actions that you
Men’s relationship
can’t stop
with car
Ex: love mom’s
Women with
cook, women Subconscious baking
find men who
Mind Mothers buy
are similar to
Barbie doll
their fathers
• Self reports
• Qualitative Research
• Motivational Research
• Freudian theory
• Visualizers vs.
Verbalizers
• Materialism
• Ethnocentrism
What are the two types of vanity? How does vanity shape
consumption behavior?
•Researchers discovered two types of vanity: (1) physical vanity,
which is excessive concern with or inflated view of one’s physical
appearance; and (2) achievement vanity, which is excessive
concern with or inflated view of one’s personal achievements.
•Vain consumers: (1) are a lucrative market for personal care and
beauty products; (2) welcome promotional messages showing
that they attract others’ attention; and (3) are receptive to
promotional messages featuring personal achievement.