Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 4 Consumer Motivation MKT 344 Lecturer...

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Chapter 4Consumer MotivationMKT 344 Lecturer NNA

Chapter Outline

Model of the Motivation Process Goals Motives Needs Motivational Research

Copyright 2007 by Prentice Hall

Needs and Motivation

Needs are the essence 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.


Figure 4.1 Model of the Motivation Process


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



Is a body spray an innate or acquired

need?

Directions of Motives or Needs

Positive direction: we may feel a driving force toward some object or condition Ex: work out to look attractive

Negative direction: we ma feel a driving force away from some objet or condition Ex: work out to avoid diseases

Goals

The sought-after results of motivated behavior

Generic goals are general categories of goals that consumers see as a way to fulfill their needs i.e. someone wants to be successful

Product-specific goals are specifically branded products or services that consumers select as their goals i.e. someone wants to study in NSU and want to

work in BATB or UnileverCopyright 2007 by Prentice Hall

The Selection of Goals

The goals selected by an individual depend on their: Personal experiences Physical capacity Prevailing cultural norms and values Goal’s accessibility in the physical and social

environment▪ i.e. a young woman wants to be tanned by sun

exposure to attain her goal. But due to the dermatologist’s opinion she can’t be exposed to sun. so instead she started using sun tanning products to achieve her goal.


Types of Goals

Positive Goals Approach Goal

A positive goal toward which behavior is directed

i.e. when a student genuinely wants to attain higher education and thus goes to collage. Collage is the approach object

Negative Goals Avoidance Goal

A negative goal from which behavior is directed away

i.e. when a student does higher education just to avoid criticisms of the family and friends. Criticism is the avoidance object


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 as pride, fear, affection or status i.e. price reduction in Swiss chocolate vs.

regular value chocolate: Reduction (rational) vs free (emotional)


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


Substitute Goals

Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need

The substitute goal will chase away tension

Substitute goals may actually replace the primary goal over time A person who can’t afford BMW will

prefer a Japanese car and the Japanese car becomes the substitute goal


Frustration

Failure to achieve a goal may result in frustration.

Some adapt; others adopt defense mechanisms to protect their ego.


Defense Mechanism

Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem


Table 4.2 Defense Mechanisms

Aggression: express aggressive behavior Rationalization: invent reasonable

reasons Regression: childish or immature

behavior Withdrawal: just withdrawing from the

situation Projection: project blame on other person

or object Daydreaming: fantasize to attain

imaginary unfulfilled needs Identification: identify the source of

frustration and remove it Repression: suppress the unsatisfied

need



What type of defense

mechanism is this

spokesperson using in this

ad?

Arousal of Motives

Physiological arousal: Bodily needs increasing the body temperature indicates fever

Emotional arousal: Latent needs person who wants to be a famous writer tend to

be a blogger Cognitive arousal

Cognitive awareness of needs GP Ma ad can remind someone of home and

family and lead a person toward calling a parentCopyright 2007 by Prentice Hall

Maslow’s Hierarchy of Needs Figure 4.5


Table 4.3 Murray’s List of Psychogenic Needs

• In 1938 Henry Murray published Explorations in Personality,[1] his system describing personality in terms of needs. For Murray, human nature involved a set of universal basic needs, with individual differences on these needs leading to the uniqueness of personality through varying dispositional tendencies for each need

• Needs Associated with Inanimate Objects • Needs Reflecting Ambition, Power, Accomplishment, Prestige• Needs Connected with Human Power • Needs Concerned with Affection between People• Needs Concerned with Social Intercourse


Table 4.3 Murray’s List of Psychogenic Needs

Inanimate Objects

Ambition Power Affection Social Intercourse

Acquisition: Acquiring things

Achievement: Overcoming obstacles, success, and accomplishment

Abasement: Apologizing and confessing

Nurturance: Taking care of another person

Exposition: Educating others

Construction: Producing things

Infavoidance: avoid shame, failure, humiliation

Autonomy: Independence and resistance

Play: Having fun with others

Cognizance: Seeking knowledge and asking questions

Order: Making things organized and neat

Recognition: Gaining social status and displaying achievements

Aggression: Ridiculing or attacking others

Rejection: Refusing or declining others

Retention: Keeping things

Blame Avoidance: Following the rules and regulations in order to avoid blame

Succorance: Being protected or helped by others

Deference: Cooperating and obeying othersDominance: Controlling others



This ad reflects

a need for

accomplishment

with a

toothpaste.

A Trio of Needs: Three Needs Theory

Power individual’s desire to control

environment Affiliation

need for friendship, acceptance, and belonging

Achievement need for personal accomplishment closely related to egoistic and self-

actualization needs


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


Motivational Research

Qualitative research designed to uncover consumers’ subconscious or hidden motivations

Attempts to discover underlying feelings, attitudes, and emotions


Qualitative Motivational Research

Metaphor analysis: Uses metaphores Storytelling: Customers tell real life

story/experience regarding the product Word association and sentence

completion: i.e. People who drinks Fanta are__________

Thematic apperception test: Show pictures to respondents and ask to tell a story regarding that

Drawing pictures and photo-sorts: Customers are asked to draw a picture about a product or brand or sort pictures from a list


Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 4 Consumer Motivation MKT 344 Lecturer...

Documents

Transcript of Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 4 Consumer Motivation MKT 344 Lecturer...