(ii) Herzberg’s two factor theory. Consumer Behaviour and Motivation Stages! To understand the consumer behaviour, we should examine: ADVERTISEMENTS: (a) Motivation (b) Learning (c) Perception (a) Motivation: ADVERTISEMENTS: (i) Maslow’s need hierarchy. In Organizational Behavior, the expectancy theory of motivation assumes that all human behaviors result mainly from their conscious choices on alternatives with the aim of minimizing pain while maximizing pleasure. MOTIVATIONAL Strength and Direction. Figure 3: Planned behaviour theory of online consumer behaviour (Kautonen et al., 2015) The introduction of perceived behavioural control in the theory of the reasoned action model has paved the way for the theory of planned behaviour model and mitigated many limitations in the theory of reasoned action (Ajzen & Sheikh, 2013). Advances in Consumer Research Volume 5, 1978 Pages 590-595. Expectancy: Make Customers Believe That They Can Achieve CONSUMER BEHAVIOUR 1.

Description. Jeff Bray Consumer Behaviour Theory: Approaches and Models While behavioural research still contributes to our understanding of human behaviour, it is now widely recognised as being only part of any possible full explanation

The expectancy theory was proposed by Victor Vroom of Yale School of Management in 1964. ION Chapter 1 provided an overview of the area of research for this study, by identifying, among others, the objectives of the study together with the importance attributed to the study. W. Fred van Raaij, Tilburg University.

The development of a new CBE scale is justifiable based on the explanation of the relationship between antecedents, construct and consequences under a unique theoretical framework. What is Expectancy Theory? Consumer Behaviour 2. Interestingly enough, as the Expectancy Theory will teach us, desirable rewards are only part of the equation.

It is an inner state of mind that activates and directs our behaviour. Nike Motivation . These are motivators and hygiene factors. Jeff Bray Consumer Behaviour Theory: Approaches and Models 1.3 Economic Man As identified in section 1.1, early research regarded man as entirely rational and self interested, making decisions based upon the ability to maximise utility whilst expending the minimum effort. Motivation • Motivation is one’s willingness to pushup efforts to accomplish some specific goals. (i) Consumer Behaviour: Consumer behaviour is defined as “all psychological social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume, and tell others about products and services.” Consumer behaviour involves both individual and group processes. The theory suggests that motivation depends on two things: how much an individual desires a particular goal and how likely he thinks he can get it.

In doing so, this study resulted in strong empirical evidence of the Expectancy Theory (ET) framework for explaining consumer brand engagement self-selected brands. ABSTRACT - Motivation-need theories are reviewed, their implications to consumer behavior investigated, and the various findings and concepts integrated in formulating a model of … Motivation is composed of three distinct components: Expectancy, Instrumentality, and Valence. Vroom's theory assumes that behavior is a result from conscious choices among alternatives. The expectancy theory tries to explain how and why people choose a particular behavior over an alternative. The purpose of the choices is to maximize pleasure and minimize pain. Together with Edward Lawler and Lyman Porter, Vroom suggested that the relationship between people's behavior … The Expectancy Theory as explained by Vroom was brought about to explain and separate effort (arising from motivation), outcomes and performance.This is because other theories i.e. In expectancy, it is believed that an increase in effort will increase the performance to a better position (Osabiya, 2015). MOTIVATION-NEED THEORIES AND CONSUMER BEHAVIOR. While work in this area began around 300 years ago Kassaye Wandwossen, Tilburg University. The Expectancy Theory of Victor Vroom deals with motivation and management. Motives have both STRENGTH and DIRECTION; Needs versus Wants: A want is the way a need is satisfied. (iii) McClelland’s theory of achievement motivation. Expectancy Theory: the perspective that behaviour is largely "pulled" by expectations of achieving desirable outcomes, or positive incentives, rather than "pushed" from within. Motivation Examples .

When these factors work together, motivation is a force to be reckoned with. Vroom stresses and focuses on outcomes, and not on needs unlike Maslow and Herzberg. Nike Motivation Colin Kaepernick.

There are satisfiers and dissatisfiers in any work situation.