chapter 4 consumer motivation
TRANSCRIPT
Consumer Behavior,Ninth Edition
Schiffman & Kanuk
Consumer Motivation
Prepared By:
Prof. Nishant Agrawal
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Needs and Motivation
• Needs are the heart 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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Model of the Motivation Process
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Types of Needs• Innate Needs
– Physiological (or biogenic) needs that are considered
primary needs or motives. Ex. Food, water, cloth,
shelter etc
• Acquired Needs
– Learned in response to our culture or environment.
– It include need for self esteem, prestige, power and
learning.
– They are considered secondary needs
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Is a body spray an innate or
acquired need?
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Goals• The sought / desire - after results of motivated
behavior.
• 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
goals.
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Figure 4-2aGoals Structure for Weight Control
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Figure 4-2bGoals Structure for Weight Control
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Figure 4-2cGoals Structure for Weight Control
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The Selection of Goals
• The goals selected by an individual depend
on their:
– Personal experiences
– Physical capacity
– Current cultural norms and values
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Discussion Question• What are three goals you have set for yourself in
the past year?
• How were these goals selected? Was it personal
experiences, physical capacity, or prevailing
cultural norms and values?
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Motivations and Goals
Positive • Motivation
– A driving force toward some object or condition
• Approach Goal– A positive goal
toward which behavior is directed
Negative • Motivation
A driving force away from some object or condition
• Avoidance Goal– A negative goal from
which behavior is directed away
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Rational versus Emotional Motives
• Rationality implies that consumers select goals
based on totally objective criteria such as size,
weight, price, or miles per gallon
• Emotional motives imply the selection of goals
according to personal or subjective criteria like pride,
fear, status, affection etc.
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Discussion Question
• What products might be purchased using
rational and emotional motives?
• What marketing strategies are effective
when there are combined motives?
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The Dynamic Nature of Motivation
• 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
• Success and failure Influence Goals
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Substitute Goals
• When a consumer cannot attain a specific goal he/she
anticipates will satisfy a need, behavior may be directed
to substitute goal.
• Substitute goals may actually replace the primary goal
over time
• Ex. Man who cannot afford a BMW may convince himself
that a new sporty and less expensive car
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Frustration
• Failure to achieve a goal may result in frustration.
• Some adapt; others adopt defense mechanisms to
protect their ego.
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Defense Mechanism
• Methods by which people mentally redefine
frustrating situations to protect their self-images and
their self-esteem
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Defense Mechanism is
using in this ad
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Defense Mechanisms
• Aggression
• Rationalization
• Regression
• Withdrawal
• Projection
• Repression
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Arousal / Action of Motives
• Physiological arousal
– Decrease in body temperature will induce shivering
• Emotional arousal
– People who are bored or who are frustrated in trying to achieve their
goals
• Cognitive arousal
– People live in complex and highly varied environment, they
experience many opportunity.
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Philosophies Concerned with Arousal of Motives
• Behaviorist School
– Motivation to be mechanical process
– Elements of conscious thoughts are to be ignored
– Consumer does not act , but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Needs and past experiences are reasoned, categorized,
and transformed into attitudes and beliefs
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Maslow’s Hierarchy of Needs
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Discussion Question
• What are three types of products related to more
then one level of Maslow’s Hierarchy of Needs.
• For each type of product – consider two brands.
How do marketers attempt to differentiate their
product from the competition?
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Table 4.3 Murray’s List of Psychogenic Needs
Needs Associated with Inanimate Objects:Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power, Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:Dominance, Deferrence, Similance, Autonomy, Contrariance
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Table 4.3 (con’t) Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :Aggression, Abasement
Needs Concerned with Affection between People:Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:Cognizance, Exposition
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This ad reflects a need for
accomplishment with a
toothpaste.
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A Trio of Needs
• Power
• Power need related to Individual’s desire to control environment
• Need to control other persons and various objects
• Affiliation
• need for friendship, acceptance, and belonging
• Very much related to social need
• Achievement
• need for personal accomplishment
• closely related to egoistic and self-actualization needs
• People with high need for achievement to be more self confident
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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
• Technique: Page no 110
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Motivational Research
• Qualitative research designed to uncover
consumers’ subconscious or hidden motivations
• Attempts to discover underlying feelings,
attitudes, and emotions
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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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Many Companies Specialize in Motivational Research
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End of Session
“Life is 10% what
happens to us &
90% how we react to it.”