Consumer Motivation
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Chapter Outline
Model of the Motivation Process
Goals
Motives
Needs
Motivational Research
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Needs and Motivation
Needs are the essence of the marketing
concept. Marketers do not create needs but
can make consumers aware of needs.
Motivation is the driving force within
individuals that impels them to action.
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Motivation Process
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Types of Needs
Innate Needs
Physiological (or biogenic) needs that are
considered primary needs or motives
Acquired Needs
Learned in response to our culture or
environment. Are generally psychological
and considered secondary needs
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Goals
Goals are sought-after results of motivated
behavior
Goal is self image individual holds about himself
Without need there is no Goal
Human behavior is goal oriented
Generic goals are general categories of goals that
consumers see as a way to fulfill their needs
Product-specific goals are specifically branded
products or services that consumers select as their
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goals
The Selection of Goals
The goals selected by an individual depend on
their:
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goals accessibility in the physical and social
environment
Individual's own perception
Self image
7 Both need & goal is interdependent on each other
Positive vs. Negative Motivation
Positive Negative
Motivation Motivation
A driving force toward A driving force away
some object or from some object or
condition condition
Approach Object/Goal Avoidance Object/Goal
A positive goal toward A negative goal from
which behavior is which behavior is
directed directed away
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Rational vs. Emotional Motives
Rationality implies that consumers select
goals based on totally objective criteria such
as size, weight, price
Emotional motives imply the selection of
goals according to personal or subjective
criteria such as pride, fear, status
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The Dynamic Nature of Motivation
Motivation is highly dynamic
It is constantly changing in reaction to lifes
experience
Needs & goals change & grow in in response to
individuals physical condition, environment,
interaction with others & experience
As individual attain their goal, they develop new
ones
If they don't attain their goal, they continue to
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The Dynamic Nature of Motivation
Need driven human activities are never ending
Needs are never fully satisfied
New needs emerge as old needs are satisfied
People who achieve their goals set new and
higher goals for themselves
Goal fulfillment raise the level of aspiration
Non fulfillment lower the level of aspiration
Eg: Photography
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Substitute Goals
Are used when a consumer cannot attain a
specific goal he/she anticipates will satisfy a
need
The substitute may not be as satisfactory as
primary goal, it may be sufficient to dispel
uncomfortable tension
Substitute goals may actually replace the
primary goal over time
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Frustration
Failure to achieve a goal may result in frustration.
It comes from inability to attain a goal
Barrier that prevents attainment of goal
Personal limited financial resources
Physical/ Social environment
Individuals react differently to frustration
Some adapt; others adopt defense mechanisms to
protect their ego.
Some cope up select substitute goal
Personal failure react to situation or adopt defensive
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Defense Mechanism
Methods by which people mentally redefine frustrating
situations to protect their self-images and their self-
esteem
Defense mechanism includes aggression,
rationalization, regression, withdrawal, projection,
daydreaming
Marketers often consider this fact in their selection of
advertising appeals
They construct advertisements that portray a person
resolving a particular frustration through the use of
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Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental/Situational arousal
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Maslows Hierarchy of Needs
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Need Hierarchy and Market
Applications
Develop appropriate advertising appeals
Product positioning and repositioning
Market segmentation and development of advertising
need
Use for positioning product deciding how the product
should be perceived by prospective consumer
Key to positioning is to find a unsatisfied need
Need hierarchy is useful tool for developing positioning
strategies different appeal for same product can be
based on different needs
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A Trio of Needs
Power
individuals desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment
closely related to egoistic and self-actualization
needs
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Measurement of Motives
Researchers rely on a combination of
techniques
Combination of behavioral, subjective, and
qualitative data
Construction of a measurement scale can be
complex
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Motivational Research
Motivational research include all types of
research into human motives
Qualitative research designed to uncover
consumers subconscious or hidden motivations
Sometimes consumers are not always aware of
the reasons for their actions
Attempts to discover underlying feelings,
attitudes, and emotions concerning products/
services/ brand used
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Motivational Research
Sigmund Freuds theory provided the foundation
for development of motivational research
The theory was built on the premises that
unconscious needs or drive esp. biological
needs are the heart of human motivation and
personality.
Marketing research- concerned with WHAT
consumer did (quantitative aspect)
Motivational research concerned with WHY
consumer did (qualitative aspect)
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Motivational Research
Motivational research is the means to identify
consumers true underlying purchase motive
Major advertising agencies has psychologist as a
staff to conduct motivational research
It is important tool for marketer who want to gain
deeper insight into why of consumer
It helps to understand why consumer accept or
reject the product
It helps to devise suitable promotional technique
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Qualitative Motivational Research
Metaphor analysis
Storytelling
Word association and sentence completion
Thematic apperception test
Drawing pictures and photo-sorts
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