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Lesson 03

This document discusses consumer motivation and motivation theories. It defines motivation as the driving force within individuals that impels them to action to reduce tension from unmet needs. It describes the motivation process and different types of needs, motives, and goals. Several motivation theories are also summarized, including Maslow's hierarchy of needs, Herzberg's two-factor theory, McClelland's three needs theory, and McGregor's Theory X and Theory Y. These theories provide frameworks to understand what drives human behavior and motivation.

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48 views18 pages

Lesson 03

This document discusses consumer motivation and motivation theories. It defines motivation as the driving force within individuals that impels them to action to reduce tension from unmet needs. It describes the motivation process and different types of needs, motives, and goals. Several motivation theories are also summarized, including Maslow's hierarchy of needs, Herzberg's two-factor theory, McClelland's three needs theory, and McGregor's Theory X and Theory Y. These theories provide frameworks to understand what drives human behavior and motivation.

Uploaded by

malinda ravin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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BBM 22012 – CONSUMER BEHAVIOUR

Lesson 03
Consumer Motivation
RDSS Rambandara
What is Motivation ?

• The driving force within individuals that impels them to action


- Produced by a state of tension due to an unfulfilled need
- Which leads to conscious/subconscious attempts to reduce the
tension

2
Model of
the
Motivation
Process 3
Types of Needs
• Innate Needs
- Physiological (or biogenic) needs that are considered primary needs
or motives
- Eg: Needs for food, water, air, clothing, shelter, sex etc.

• Acquired needs
- Needs that we learn in response to our culture or environment.
- Eg: Needs for self-esteem, prestige, affection, power and learning
- Generally psychological (or psychogenic) needs that are considered
4

secondary needs or motives


Types of Motives
• Rational(logical) Motives
- Goals chosen according to objective criteria (e.g., price)

• Emotional Motives
- Goals chosen according to personal or subjective criteria
(e.g., desire for social status)

5
Goals
Goals are the sought-after results of motivated behavior

• Generic Goals
- the general categories of goals that consumers see as a way to fulfill their
needs
- e.g., “I want to get a graduate degree”

• Product-Specific Goals
- the specifically branded products or services that consumers select as
their goals 6

- e.g., “I want to get an MBA in Marketing from University of Colombo.”


Motivations and Goals

Positive Motivation Negative Motivation


A driving force toward some A driving force away from
object or condition some object or condition

Leads to an Approach Goal Leads to an Avoidance Goal


A positive goal toward which A negative goal from which
behaviour is directed behaviour is directed away

7
The Dynamic Nature of Motivation

Group Activity
Form into 4 groups.
Discuss and present facts about the dynamic nature of motivation.

8
Motivational Theories

Maslow's Hierarchy of Needs


Herzberg's Two-Factor Theory
McClelland's Three Needs Theory
McGregor's Theory X, Theory Y

9
Maslow’s Hierarchy of Needs

10
Herzberg's Two-Factor Theory

 Frederick Herzberg theorized that employee satisfaction has two


dimensions: “hygiene” and “motivation”.

 Hygiene issues, such as salary and supervision, decrease


employees' dissatisfaction with the work environment.

 Motivators, such as recognition and achievement, make workers


more productive, creative and committed.

11
Herzberg's Two-Factor Theory

12
McClelland's Three Needs Theory

David McClelland’s research indicates that individuals are motivated


based on three needs:

 Need for achievement: The need to succeed.

 Need for power: The need to make others behave in a way that they
would not have behaved otherwise.

 Need for affiliation: The desire for friendly and close interpersonal
relationships.
13
McClelland's Three Needs Theory

14
McGregor's Theory X, Theory Y

 Theory X Theory Y, outlines two opposing views on human


behavior in the workplace.

 Each of the viewpoints addresses a different way of meeting each


individual’s motivational needs.

 McGregor believed that a manager’s assumptions about their


employees determined their leadership style in the workplace.

15
McGregor's Theory X

 Workers dislike their jobs and they are inherently


lazy.

 Workers have little motivation and prefer direction


from their superiors.

 Workers need consistent rewards and punishments to


ensure their task is completed.

 Workers do not have a desire to grow or achieve


personal or professional goals.
16
McGregor's Theory Y

 Workers are willing to accept challenges and


are proud of the work that they do.

 Workers do not need to be micromanaged;


they are self-directed.

 Workers are eager to participate in decision-


making.

 Workers are happy to contribute and feel


internally satisfied. 17
End of the Lesson …

Thank You!

18

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