MKTG 3850
Buyer Behavior
Worksheet 6: Chapter 3: Consumer Motivation and Personality
1.What is the difference between (a) positive motivation and negative
motivation; (b) physiological needs and psychological needs; and (c) generic
goals and product-specific goals? Write a minimum of 2-3 sentences about
each difference. 2. List a recent goal that one person set, and explain how each of the
following factors influenced the goal that the person set.
Goal that was set: __________________________________________________
Factor
Personal experiences Physical capacity Prevailing cultural
norms and values Goal’s accessibility in
physical and social
environment How/Why the factor influenced person to
set the goal 3. For each of the following needs, provide a link to a video of an ad that
appeals to that need. Briefly justify why you think the ad appeals to the
need to which you link the ad.
Need
Physiological needs Ad Safety & security
needs
Social needs/Need for
affiliation
Ego needs
Need for achievement 4. Describe one ad that that you have seen that appeals to consumers with a
certain personality trait, other than the trait you discussed in Q3. Explain
the personality trait to which the ad appeals, and provide information about
the ad to explain why you say the ad appeals to this personality trait.
