Motivation as a psychological force

Figure 4.1 Model of the Motivation Process

Types of NeedsInnate NeedsPhysiological (or biogenic) needs that are considered primary needs or motives

Acquired needsGenerally psychological (or psychogenic) needs that are considered secondary needs or motives. Also known as secondary needs.

GoalsGeneric Goalsthe general categories of goals that consumers see as a way to fulfill their needse.g., I want to get a graduate degree.Product-Specific Goalsthe specifically branded products or services that consumers select as their goalse.g., I want to get an MBA in Marketing from Kellogg School of Management.

Goals cont..Individual set goalsOn the basis of their personal values and they believe they will help them achieve their desired goals.

The Selection of GoalsThe goals selected by an individual depend on their:Personal experiencesPhysical capacityPrevailing cultural norms and valuesGoals accessibility in the physical and social environment

Types of goalsAn individuals personal characteristics and own perception of self also influence the specific goals selected.Personal goal distinguishes two types of people:1. promotion focus2. prevention focus

Promotion focusThese people are interested in their growth and development, have more hopes and favor the presence of positive outcome.Prevention focusThese people are interested in safety and security, are more concerned with duties and obligation and favor the absence of negative outcome.

Another study distinguished two goalsIdeals which represent hopes wishes and aspirations. People relied more on feelings in evaluation ads.Oughts which represent duties and obligations. People relied more heavily on substantive and factual contents of ads.

Figure 4.3 Achieving Goals bySubscribing to a Magazine

Goals are also related to negative forms of consumption behavior.Personal goals that focus on extrinsic benefits are associated with higher degrees of compulsive buying then goals that stress intrinsic benefits.

Figure 4.4 Different Appeals for Same Goal Object

Interdependence of needs and goalsNeeds and goals are interdependent. Neither exists without the other.People are not as aware of their needs as they are of their goals. Individuals are somewhat more aware of their physiological needs than they are of their psychological needs.

Motivations and GoalsPositive MotivationA driving force toward some object or conditionApproach GoalA positive goal toward which behavior is directedE.g. going to a restaurant to fulfill hungerNegative MotivationA driving force away from some object or conditionAvoidance GoalA negative goal from which behavior is directed awayE.g. away from a motorcycle transportation to fulfill a safety need

Rational Versus Emotional MotivesRationality 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. E.g. fear and affection

The assessment of satisfaction is a personal process.What may appear irrational to an outside observer may be perfectly rational in the context of the consumers own psychological field.

The Dynamic Nature of MotivationNeeds and goals change and grow in response to an individuals physical condition, experiences etc. Needs are never fully satisfiedNew needs emerge as old needs are satisfiedPeople who achieve their goals set new and higher goals for themselves

Figure 4.6 New and Higher Goals Motivate Behavior

Figure 4.7 Changing Consumer Needs

Success and failure influence goalsIndividuals who achieve goals tend to raise their levels of aspiration. (increases level of confidence)The nature and persistence of an individuals behavior are often influenced by expectations of success or failure in reaching certain goals. These are based on past experience.

Substitute goalsThe goal may not be as satisfactory as the primary goal, it may be sufficient to dispel uncomfortable tension. Continued depriviation may result in substitute goal assuming primary status.

FrustrationFailure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.

Defense MechanismMethods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.Most advertisements portray a person resolving a frustration through the use of a product.

Table 4.2 Defense Mechanisms

AggressionRationalizationRegressionWithdrawalProjectionDay dreamingIdentificationRepression

Arousal of MotivesPhysiological arousal bodily needsEmotional arousal- autistic thinkingCognitive arousalEnvironmental arousal activated by cues in the environment

Environmental arousalTelevision has a mixed effect on the lives of people in underdeveloped countries. It exposes them to various lifestyles and expensive needs that they would not otherwise see and awakes desire.

Figure 4.8 Cognitive Need Arousal

Philosophies Concerned With Arousal of MotivesBehaviorist SchoolBehavior is response to stimulusElements of conscious thoughts are to be ignoredConsumer does not act, but reactsCognitive SchoolBehavior is directed at goal achievementNeed to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

Physiological Needs(Food, water, air, shelter, sex)

Safety and Security Needs(Protection, order, stability)

Social Needs(affection, friendship, belonging)Figure 4.9 Maslows Hierarchy of Needs

Ego Needs(Prestige, status, self esteem)

Self-Actualization(Self-fulfillment)

Table 4.3 Murrays 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

Table 4.3 Murrays 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

Figure 4.10 Appeal to Egoistic Needs

Figure 4.11 Appeal to Self-Actualization

A Trio of NeedsPowerindividuals desire to control environmentAffiliationneed for friendship, acceptance, and belongingAchievementneed for personal accomplishmentclosely related to egoistic and self-actualization needs

Figure 4.12 Appeal to Power Needs

Figure 4.13 Appeal to Affiliation Needs

Figure 4.14 Appeal to Achievement Needs

The measurement of motivesHow are motives identified and measured?How do researchers know which motives are responsible for certain kind of behavior?These questions are difficult to answer as :Motives are hypothetical constructs (cannot be touched or smelled)No single measurement method can be considered as a reliable index.

A combination of various research techniques try to establish the presence and or the strength of various motives. Valid insights into consumer behavior are derived through behavioral, subjective and qualitative data

Motivational ResearchQualitative research designed to uncover consumers subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.

Qualitative research techniques used in motivational researchMetaphor analysisStory tellingWord association and sentence completionThematic apperception testDrawing picture and photo sorts

Evaluation of motivational researchImportant tool for marketers to get a deeper insight into the whys of consumer behaviorIts principle use today is in the development of new ideas for promotional campaigns and ideas that can penetrate the consumers awareness.