Consumer Motivation

Consumer MotivationMotivation is the biological, emotional,

rational and/or social force that initiates and directs behaviors

since buying is a behavior, marketers need to understand motivation

Consumer MotivationBiological forces are linked to our most

basic needs for survivalThings like a need for water, shelter,

affection, etc.these need to be satisfied first

Consumer Motivation

Emotional forces include love, sympathy, joy, anger, fear, etc.can either motivate the consumer

positively (like love) negatively (like fear)

Impulse items are often elicit a positive emotional responsePumpkin

Why do people invest in a warranty?

Consumer MotivationRational forces are often in conflict with

emotional onesrational forces deal with logic Consumer is interested in the “real”

benefits of the products/serviceex: cost, convenience, safety, taste

Consumer MotivationSocietal forces are caused by other

peoplefriends, family and society in generalSadly, these purchases are increasing

more and morecelebrity endorsements are an

exampleThese are purchases that are to be

seen, be popular, make others impressed, etc.

With groups of 2 or 3I’m giving you permission to watch

youtube!I want you to find an example of

commercials that would be aimed towardsBiological ForcesRational ForcesEmotional ForcesSocial Forces

Motivational TheoriesThorndike’s Law of Effect

consumers are motivated to buy products that produce positive events and reduce negative events

most purchases are influenced by bothA marketer’s job is to communicate the

benefits and downplay the negative

Motivational TheoriesMaslow’s Hierarchy of Needs

consumers respond to motivation according to levels of needs in this order:physiologicalsafety/securityaffiliationEsteemSelf actualization

if these needs are met, the person may then be motivated by growth needs

Esteem

Self-Actualization

Safety

Belonging

Physiological

Motivational TheoriesAldelfer’s ERG Theory

Came after Maslow’s theoryVery similar – Hierarchy that we all followERG

E – Existence – similar to physiological and safetyR – Relatedness – similar to love/belongingG – Growth – similar to esteem/self-actualization

Unlike MaslowDifferent levels can be pursued at the same timeExample: An artist may struggle to eat while

becoming fulfilled intellectually with their paintings

Aldelfer’s ERG Theory