main motivation ppt.pptx

7/27/2019 Main Motivation ppt.pptx

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CONSUMER

MOTIVATION

CHAPTER

FOUR


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Group Members

Shraddha Patil

Sudhakar Tiwari

Swapnil Rane

Ganesh More

Pratik Kulkarni


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Flow Of Presentation

1. Introduction of motivation

2. Types of Human Needs and Motives and the Meaning of

Goals.

3. Dynamics of Motivation, Arousal of Needs, Setting of

Goals, and Interrelationship Between Needs and Goals.

4. Types &Systems of Needs

5. Measurements of motives ,EHTICS & Consumer behavior


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Motivation As A Psychological Force

Motivation is the driving force withinindividuals that impels them to action.Needs are the essence of the marketing

concept. Marketers do not create needs

but can make consumers aware of

needs.


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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

Acquired Needs

Learned in response to our culture or environment. Are

generally psychological and considered secondary needs


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Goals

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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How Does This Ad Appeal To Ones Goals?

It Appeals to Several Physical Appearance-related goals


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The Selection Of Goals

The goals selected by an individual depend on their:

Personal experiences

Physical capacity

Prevailing cultural norms and values

Goalsaccessibility in the physical and social environment


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Motivations And Goals

Positive

Motivation. A driving force towardsome object or condition

Approach Goal

A positive goal toward

which behavior isdirected

Negative

Motivation A driving force awayfrom some object orcondition

Avoidance Goal

A negative goal fromwhich behavior isdirected 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


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The Dynamics 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


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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 goal will dispel 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.

Some adapt; others adopt defense mechanisms to protect

their ego.


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Defense Mechanisms

Aggression

Rationalization

Regression

Withdrawal

Projection

Daydreaming

IdentificationRepression


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Arousal Of Motives

Physiological arousal

Emotional arousal

Cognitive arousal

Environmental arousal


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How Does This Ad Arouse Ones Needs?

The Ad Is Designed to Arouse Ones Yearning for an

Adventurous Vacation by Appealing to the Sense of Touch


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Types And Systems Of Needs

Henry Murrays28 psychogenic needs

Abraham Maslowshierarchy of needs

A trio of needs


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Murrays List of Psychogenic Needs

Needs Associatedwith Inanimate

Objects

AcquisitionConservancy

Order

Retention

Construction

Needs ReflectingAmbition, Power,Accomplishment,

and Prestige

SuperiorityAchievement

Recognition

Exhibition

Infavoidance

Needs Connectedwith Human

Power

DominanceDeferrence

Similance

Autonomy

Contrariance


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(continued)

Sado-MasochisticNeeds

Aggression

Abasement

Needs Concernedwith Affection

between People

Affiliation

Rejection

Nurturance

Succorance

Play

Needs Concernedwith SocialIntercourse

Cognizance

Exposition


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Maslows Hierarchy Of Needs


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To Which Of Maslows Needs Does This

Ad Appeal?

Both Physiological and Social Needs

TO WHICH OF MASLOWS


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TO WHICH OF MASLOWS

NEEDS DOES THIS AD

APPEAL?

Egoistic Needs


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To Which Of Maslows Needs Does This Ad

Appeal?

Self-Actualization


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A Trio Of Needs

Power

individualsdesire 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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To Which Of The Trio Of Needs Does This

Ad Appeal?

The Affiliation Needs Of Young, Environmentally Concerned

Adults


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Power And Achievement Needs


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Measurement Of Motives

Researchers rely on a combination of techniques

Qualitative research is widely used

Projective techniques are often very successful in identifying

motives.


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Motivational Research

Term coined in the 1950s by Dr. Ernest Dichter.

Based on premise that consumers are not always aware of

their motivations

Identifies underlying feelings, attitudes, and emotions


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Qualitative Measures Of Motives

Metaphor Analysis

Thematic Appreciation Test

Drawing Pictures &Photo Slots

Storytelling

Word Association And Sentence Completion


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Ethics And Consumer Behavior

Mainly focused on promotion done by marketers .

Their target group while advertising products.

Unethical marketing practices


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THANKYOU

main motivation ppt.pptx

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