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Category: Psychology

Autor: anton 10 November 2010

Words: 761 | Pages: 4

CASE STUDY 3.1 – COLLUDING WITH CREATIVITY:THE EXPERIENCE OF AUCKLAND THEATRE COMPANY

1. Discuss how the experience of ATC relates to Maslow’s hierarchy of needs

Maslow’s Hierarchy of human needs claims that people move through five stages of human need, from physiological to self-actualisation. Once one stage of need is attained, a new need emerges and people begin to strive for another goal. However, there is some overlap between the stages, as a person may have different needs occurring at one time.

This theory can be applied to consumer goods and services and used to interpret how they each satisfy a consumer’s different level of need.

When applying Maslow’s hierarchy of needs to an ATC production a consumer must have:

a) Met his physiological needs and has undertaken to meet the remaining four needs.

In order to begin climbing the hierarchy, a consumer’s physiological needs must not be unsatisfied. If these needs are satisfied, a consumer will seek to address emerging needs including safety needs, social needs, ego needs and self-actualisation.

b) Attached the appropriate significance to an ATC production.

An ATC production will meet three of the five stages of human need (social needs, ego needs and self-actualisation) if the consumer has attached the appropriate significance to the production. For example, a production will only meet a social need if the consumer expects a degree of interaction with peers to occur at the production, and it will only meet an ego need if the consumer attaches prestige and status to the theatre.

If a consumer does not attach significant relevance to the attendance at a theatre production, he will not meet any of the needs in Maslow’s hierarchy.

Assuming the consumer does consider an ATC production to be the epicentre of cultural and social significance, his needs will be met.

c) The ability to meet his physiological and safety needs at the production, despite having met them in other areas of his life.

While not meeting the physiological and security needs of an individual in a broader sense, an ATC production does provide the means for these needs to be met. For example, refreshments may be served to meet the thirst requirements of a consumer and a safe building will meet a consumer’s need for security.

2. Bartle’s explanation for why people attend ATC’s productions is based on informal conversations with audience members, rather than formal motivational research. What benefits would Bartle gain from conducting motivational research with ATC consumers?

By conducting motivational research with ATC consumers, Bartle would:

a) Gain an insight into unconscious consumer motivations

Through motivational research, ATC may come to understand the subconscious significance consumers attach to theatrical symbols like the stage, the drawing of the curtains and the dimming of lights. An understanding of these symbols and consumer reaction to them may help form promotional campaigns appealing to specific emotions or reactions.

For example, motivational research may reveal consumers subconsciously associate a dark, warm theatre with the womb and may create an advertising campaign with themes like ‘cocooned in culture’ or ‘the birth of creativity’.

b) Explore consumer reactions to new ideas and advertising campaigns.

ATC could test their new advertising campaigns by asking consumers to respond to symbols used. This would provide helpful feedback before launching the campaign on a larger scale.

c) Obtain ideas for the presentation of products to consumers.

The data collected about subconscious motivation can be used to determine appropriate distribution channels for advertising material.

3. Bartle lists various reasons why consumers attend ATC productions, including the satisfaction of social, egoistic and self-actualisation needs. These needs could also be met through other products outside the live theatre industry. List and discuss other products that could satisfy these consumer needs.

a) Social needs

Social needs include love, affection, belonging and acceptance. Presumably a consumer could use any product they associate these feelings with, to meet this need.

A sporting club, or any club with a social element could fulfil a need for belonging and acceptance, assuming the consumer could engage in the club’s main activity (whether it be knitting, bushwalking, card playing etc). Alternatively, these needs may be met through an online chat room where a consumer can build relationships and gain acceptance. FMCG products like jeans, soft drink and candy may also fulfil this need if a consumer gains acceptance and belonging from a certain group, by using the product.

REFERENCES

S chiffman , L , Bednall, D , O’Cass, A , Paladino, A, Kanuk, L 2 0 05 , ‘Learning and consumer involvement’, in Consumer Behaviour , 3rd edn, Pearson Education Australia, pp. 179-220

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