MKT-3020 Lecture Notes - Lecture 5: Dumpster Diving, Online Shopping, Belongingness

• School: Clemson University
• Department: Marketing
• Course: MKT-3020
• Professor: Gaubert

Document Summary

A general hierarchy of motivation: maslo(cid:449)"s hierar(cid:272)hy of (cid:374)eeds: a theory of hu(cid:373)a(cid:374) (cid:373)oti(cid:448)atio(cid:374) (cid:449)hi(cid:272)h des(cid:272)ri(cid:271)es (cid:272)o(cid:374)su(cid:373)ers as addressing a finite set of prioritized needs. Begins are utilitarian value and works up to hedonic value: physiological: basic survival (food, drink, shelter, etc. , ex. Dumpster diving: safety and security: the need to be secure and protected, ex. Gated apartment: belongingness and love: the need to feel like a member of a family or community, ex. Home and family: esteem: the need to be recognized as a person of worth, e(cid:454). Des(cid:272)ri(cid:271)i(cid:374)g o(cid:374)e"s life o(cid:374) fa(cid:272)e(cid:271)ook: self-actualization: the need for personal fulfillment. Learning a language as a challenge: can vary in different places around the world, basi(cid:272) (cid:374)eeds (cid:373)ust (cid:271)e (cid:373)et first; a perso(cid:374) (cid:449)ill risk safet(cid:455) for food/shelter. Online shopping does provide as much hedonic value as actually shopping in person, which is why online purchases are still a small percentage of all retailing: consumer involvement.