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Topic:
Consumer Behavior: Internal Influences of Motivation and Attitudes
Essay Instructions:
Your answer to each question cannot exceed 2 pages in Word (I am assuming you will be using single-spacing). Your answer can be shorter than 2 pages, but I would recommend that you use the full 2 pages to indicate to me that you have acquired as much information as possible. The best advice I can give you to insure a high grade on your Final Exam is to use the 2 full pages to answer each question. You should make sure that your exam is no longer than a total of 8 pages in a Word document.
1. Provide a summary of the results of your Research Project.
2.Discuss the Internal Influences of Motivation and Attitudes, and highlight at least 2 different Figures or Tables from Chapters 4 and 8 (2 for Motivation and 2 for Attitudes) that you think represents the most important insight into each influence
4. Using the 5 Values Consumer Choice Model as a strategic framework, I would like you to discuss how VW will be able to compete with Tesla successfully with their new electric SUV (Model ID.4).
5.Go through each of the 5 Values in the Consumer Choice Model that you used for your research study and explain how anyone of the Internal Influences is connected to it. For example, you can explain how Motivation is connected to Functional Value, and how perception is connected to Social Value, etc.
Essay Sample Content Preview:
Student’s Name
Professor’s Name
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Discuss the Internal Influences of Motivation and Attitudes, and highlight at least two different Figures or Tables from Chapters 4 and 8 (2 for Motivation and 2 for Attitudes) that you think represents the most important insight into each influence.
There are two main internal influencers for customer behavior. Motivation and attitude are the sways the customers to behave in a certain manner. Motivation is the force within an individual that pushes them to take instant measures to solve a certain situation. Motivation gives a person pressure to be able to satisfy a specific need. A need changes to a motive when it pushes a person so much to want to act upon it. Different needs come with different levels of pressure. For instance, one cannot ignore the desire to eat if one is very hungry. This need will be able to push them until they fulfill it. On the other hand, attitude is the evaluation of a good or product in the mind of a customer that can either be positive or negative. The attitude is what pushes the customer to purchase the product or not to. The needs of the client are what create the marketing concept. It is up to the marketer to ensure they create a positive attitude towards their specific product.
Motivation
The drive towards a certain need most definitely ends up at the place of fulfillment. Each person that desires something deeply will never rest until the time they find a solution to it. There is a certain process a person goes through to satisfy the needs. The figure below gives a clear picture of the motivational process.
Figure 1. Motivation Process
The model above gives us a clear picture of how the needs move to motive until they are fulfilled. The desire gives a person the tension that drives them to behave in a certain manner to fulfill the want. We also find that the behavior is determined by the attitude of the person. The final important thing in the model is after some time, and the process can recur itself.
There is a different kind of needs that gives a person different levels of pressure toward fulfilling it. Maslow’s Hierarchy of needs gives the five levels of wants in the order of importance. A person will take care of the physical needs first before other needs. Eating will give you the strength to make friends and protect yourself.
Figure 2: Maslow’s Hierarchy of Needs
Attitude
The attitude of a person is mainly influenced by their characteristics. A combination of different characteristics impacts their behavior towards a certain product. For instance, the model of online shopping below gives a clear picture. The choice of the online dealer depends on the benefits they believe they offer that are not with other dealers.
Figure 3. Customer Characteristics, Attitude, and Online Shopping
Attitude can be ale to change given a certain situation. Being that an attitude is learned and influenced, they can change. Today a person might have a positive attitude toward a certain product, and then they meet a friend that heard something bad about the product, making them change the attitude to negative. The hierarchy below gives the different hierarchy of attitude change.
Figure 4: Strategies of Attitude Change
First of all, discuss The Diffusion of Innovations from Chapter 14. Label all parts of the process and explain each one. Next, I would like you to use that process to explain how and why Tesla has been so successful.
Diffusion of innovation is the process that a product or technology takes to be able to move from introduction to the world to its widespread. It gives the reasons that push people to adopt the product and how it was spread to the community. In any new idea or products come people are more willing to adopt than others. The diffusion of innovation is believed to follow specific processes. The processes include innovators, early adopters, early majority, later majority, and laggards.
* Innovators: This stage is where risk-takers are categorized. It involves the kind of people who enjoy new ideas and are always ready to exploit them.
* Early Adopters: They are people that were already waiting for innovations. They do not take a long time to embrace the innovation. This group of people even goes ahead and lets other people know about the product. They can also be known as opinion leaders. They don’t have to be convinced to adopt.
* Early Majority: People in this team need to believe the product will serve them as they want before adopting. They can approve the idea slightly earlier than ordinary people. Success stories and evidence of workability are what motivates them more.
* Late Majority: These people not only need success stories and evidence but a lot of it. They need to see many people who have embraced the product and are happy using the innovation before they think about it.
* Laggards: the people here are very conservative and believe in a certain culture. They take a lot of time to accept change. The only thing that can push them is if they find their life di...
Professor’s Name
Course
Date
Discuss the Internal Influences of Motivation and Attitudes, and highlight at least two different Figures or Tables from Chapters 4 and 8 (2 for Motivation and 2 for Attitudes) that you think represents the most important insight into each influence.
There are two main internal influencers for customer behavior. Motivation and attitude are the sways the customers to behave in a certain manner. Motivation is the force within an individual that pushes them to take instant measures to solve a certain situation. Motivation gives a person pressure to be able to satisfy a specific need. A need changes to a motive when it pushes a person so much to want to act upon it. Different needs come with different levels of pressure. For instance, one cannot ignore the desire to eat if one is very hungry. This need will be able to push them until they fulfill it. On the other hand, attitude is the evaluation of a good or product in the mind of a customer that can either be positive or negative. The attitude is what pushes the customer to purchase the product or not to. The needs of the client are what create the marketing concept. It is up to the marketer to ensure they create a positive attitude towards their specific product.
Motivation
The drive towards a certain need most definitely ends up at the place of fulfillment. Each person that desires something deeply will never rest until the time they find a solution to it. There is a certain process a person goes through to satisfy the needs. The figure below gives a clear picture of the motivational process.
Figure 1. Motivation Process
The model above gives us a clear picture of how the needs move to motive until they are fulfilled. The desire gives a person the tension that drives them to behave in a certain manner to fulfill the want. We also find that the behavior is determined by the attitude of the person. The final important thing in the model is after some time, and the process can recur itself.
There is a different kind of needs that gives a person different levels of pressure toward fulfilling it. Maslow’s Hierarchy of needs gives the five levels of wants in the order of importance. A person will take care of the physical needs first before other needs. Eating will give you the strength to make friends and protect yourself.
Figure 2: Maslow’s Hierarchy of Needs
Attitude
The attitude of a person is mainly influenced by their characteristics. A combination of different characteristics impacts their behavior towards a certain product. For instance, the model of online shopping below gives a clear picture. The choice of the online dealer depends on the benefits they believe they offer that are not with other dealers.
Figure 3. Customer Characteristics, Attitude, and Online Shopping
Attitude can be ale to change given a certain situation. Being that an attitude is learned and influenced, they can change. Today a person might have a positive attitude toward a certain product, and then they meet a friend that heard something bad about the product, making them change the attitude to negative. The hierarchy below gives the different hierarchy of attitude change.
Figure 4: Strategies of Attitude Change
First of all, discuss The Diffusion of Innovations from Chapter 14. Label all parts of the process and explain each one. Next, I would like you to use that process to explain how and why Tesla has been so successful.
Diffusion of innovation is the process that a product or technology takes to be able to move from introduction to the world to its widespread. It gives the reasons that push people to adopt the product and how it was spread to the community. In any new idea or products come people are more willing to adopt than others. The diffusion of innovation is believed to follow specific processes. The processes include innovators, early adopters, early majority, later majority, and laggards.
* Innovators: This stage is where risk-takers are categorized. It involves the kind of people who enjoy new ideas and are always ready to exploit them.
* Early Adopters: They are people that were already waiting for innovations. They do not take a long time to embrace the innovation. This group of people even goes ahead and lets other people know about the product. They can also be known as opinion leaders. They don’t have to be convinced to adopt.
* Early Majority: People in this team need to believe the product will serve them as they want before adopting. They can approve the idea slightly earlier than ordinary people. Success stories and evidence of workability are what motivates them more.
* Late Majority: These people not only need success stories and evidence but a lot of it. They need to see many people who have embraced the product and are happy using the innovation before they think about it.
* Laggards: the people here are very conservative and believe in a certain culture. They take a lot of time to accept change. The only thing that can push them is if they find their life di...
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