CONSUMER MOTIVATION

By Balachandar K

Reference Book: Consumer behavior, Schiffman & Kanuk

Motivation – Definition

Motivation is the driving force within individuals that impels them to action.

Model of Motivational Process

Needs Innate Needs (Biogenic or Primary) –

Physiological needs Acquired Needs (Psychological or Secondary)

– Learned from culture or environment. Extrinsic Needs – Motivates an individual to

achieve end results. Intrinsic Needs – His/ her own comfort.

MOTIVES – Positive and Negative Positive – Shaping up the body Negative – To avoid health problems

GOALS Generic Goals Product Specific Goals

The selection of Goals

Personal experiences Physical capacity Prevailing cultural norms & values Goals accessibility in the physical and social

environment Individuals characteristics

Positive and Negative Goal Positive Goal( Approach Object) – towards which

behavior is directed. Negative Goal ( Avoidance Object) – behavior

which is directed away. Promotion and Prevention Focus

Promotion – growth and development. Prevention – safety and security.

Utilitarian and Hedonic Utilitarian – Utility Hedonic – feelings, to enhance satisfaction

Interdependence of Needs and Goals

Needs and goals are interdependent; neither exists without the other.

Individuals are more aware of their physiological needs than are of their psychological needs.

Rational Vs Emotional Motives Rational – people choose product which gives

most utility (size, weight, price and miles)

Emotional – people select goals according to personal or subjective ( eg: pride, fear, affection or status)

Dynamics of Motivation Needs are never fully satisfied Needs emerge as old needs are satisfied

Success and failure influence goals: Substitute Goals Frustration Defense Mechanism

Aggression – express anger. Rationalization – they say the goal is worthless. Regression – childish behavior. Withdrawal Projection – blaming others Daydreaming / fantasizing. Identification – solving the issue by comparing with others. Repression or suppression, Sublimation – avoid thinking about the

goal itself.

Arousal of Motives Physiological Arousal Emotional Arousal Cognitive Arousal

Types and systems of Needs

Segmentation and promotional applications

Power e.g. ego needs

Affiliation e.g. groups

Achievement e.g. self confident

A trio of needs

Measurement of Motivation

Qualitative Researche.g. underlying feelings, attitudes, and emotions

concerning product, service or brand etc.

Metaphor analysis Story telling Word association and sentence completion Thematic apperception test Drawing pictures and photo sorts