Consumer Motivation

CHAPTERFOUR

Learning Objectives

1. To Understand the Types of Human Needs and Motives and the Meaning of Goals.

2. To Understand the Dynamics of Motivation, Arousal of Needs, Setting of Goals, and Interrelationship Between Needs and Goals.

3. To Learn About Several Systems of Needs Developed by Researchers.

4. To Understand How Human Motives Are Studied and Measured.

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Basics about Human Needs, Motives and Goals

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Motivation as a Psychological Force

• Motivation is the driving force within individuals 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 ProcessFigure 4.2

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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

• The sought-after results of motivated behavior• 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 One’s Goals?

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It Appeals to Several Physical Appearance-related goals.

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Holiday Travel Plan

• How would you plan your next coming holiday? Or think of any plan that you had before.

• What factors influence your decision making?

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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– Goal’s accessibility in the physical and social

environment

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Discussion Questions

• What are three generic goals you have set for yourself in the past year?

• What are three product-specific goals you have set in the past year?

• In what situations are these two related?• How were these goals selected? Was it personal

experiences, physical capacity, or prevailing cultural norms and values?

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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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Discussion Questions

• What products might be purchased using rational and emotional motives?

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Dynamics of Motivation

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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- Table 4.2 (excerpt)

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Construct Items

Aggression In response to frustration, individuals may resort to aggressive behaviorin attempting to protect their self-esteem. The tennis prowho slams his tennis racket to the ground when disappointed withhis game or the baseball player who physically intimidates an umpirefor his call are examples of such conduct. So are consumerboycotts of companies or stores.

Rationalization People sometimes resolve frustration by inventing plausible reasonsfor being unable to attain their goals (e.g., not having enoughtime to practice) or deciding that the goal is not really worth pursuing(e.g., how important is it to achieve a high bowling score?).

Regression An individual may react to a frustrating situation with childish orimmature behavior. A shopper attending a bargain sale, for example,may fight over merchandise and even rip a garment that anothershopper will not relinquish rather than allow the otherperson to have it.

Withdrawal Frustration may be resolved by simply withdrawing from the situation.For instance, a person who has difficulty achieving officerstatus in an organization may decide he can use his time moreconstructively in other activities and simply quit that organization.

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Arousal of Motives

• Physiological arousal• Emotional arousal• Cognitive arousal• Environmental arousal

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How Does This AdArouse One’s Needs?

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The Ad Is Designed to Arouse One’s Yearning for an Adventurous Vacation by Appealing to

the Sense of Touch

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Philosophies Concerned with Arousal of Motives

• Behaviorist School– Behavior is response to stimulus– Elements of conscious thoughts are to be ignored– Consumer does not act, but reacts

• Cognitive School– Behavior is directed at goal achievement– Needs and past experiences are reasoned, categorized,

and transformed into attitudes and beliefs

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Types and Systems of Needs

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Types and Systems of Needs

• Abraham Maslow’s hierarchy of needs

• A trio of needs

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Maslow’s Hierarchy of Needs Figure 4.10

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To Which of Maslow’sNeeds Does This Ad Appeal?

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Both Physiological and Social Needs

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To Which of Maslow’sNeeds Does This Ad Appeal?

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Egoistic Needs

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To Which of Maslow’sNeeds Does This Ad Appeal?

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Self-Actualization

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Focus Group Discussion

• I find that I learn so much from the others in the club. It is really important to me to keep learning and growing in all parts of my life-including cycling.

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Focus Group Discussion

• I had a heart attack a few years ago, and I was told by my doctors that I really needed to step up the amount of exercise that I get-my life depends on this club.

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Focus Group Discussion

• I have been cycling a long time, and I have become quite accomplished at it. I wanted to be around other people who could fully appreciate my skill level.

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Focus Group Discussion

• I heard about this club and thought that it would be a great way to meet people

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Focus Group Discussion

• I used to bike alone, but I had too many close calls, where a driver didn’t see me and almost hit me. I decided that it would be smarter to join a club so that I would be cycling in a large group and be more visible.

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A Trio of Needs

• 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

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To Which of the Trioof Needs Does This Ad Appeal?

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The Affiliation Needs Of Young, Environmentally Concerned Adults

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To Which of the Trioof Needs Does This Ad Appeal?

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Affiliation Need

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Power And Achievement Needs

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Needs and Military Recruitment Slogans

• This is the Army• Today’s Army Wants to Join You• Accelerate Your Life• I Want You• Join the People Who’ve Joined the Army• An Army of One• The Few, the Pound, the Marines• Let the Journey Begin• Be All You Can Be

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Most Preferred Slogans

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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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Qualitative Measures of MotivesTable 4.7 (excerpt)

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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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P&G with Consumer Products

• What does P&G do to understand consumers’ needs and wants?

• How does P&G connect with their consumers?

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Activision

• Overview of Activision

• What is the role of research in Activision?

• What research methods are used to understand consumers’ needs and wants?

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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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