CONSUMER MOTIVATIONCB & C*

CB & C

Learning ObjectivesTo Understand the Types of Human Needs and Motives and the Meaning of Goals.To Understand the Dynamics of Motivation, Arousal of Needs, Setting of Goals, and Interrelationship Between Needs and Goals.To Learn About Several Systems of Needs Developed by Researchers. To Understand How Human Motives Are Studied and Measured.*CB & C

CB & C

Basics about Human Needs, Motives and Goals*CB & C

CB & C

Motivation as a Psychological ForceMotivation is the driving force within individuals that impels them to action. It is produced by a state of tension, by having a need which is unfulfilled. Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.Consumers want to fulfill these needs and reduce the state of tension. For example, when you are very hungry, you are extremely motivated to find food and perhaps when you need a new pair of pants, you are a bit less motivated to fulfill this need as compared to your need for food. *CB & C

CB & C

Model of the Motivation Process*CB & C

CB & C

This model highlights the motivation process. We can see that the drive toward behavior will often end in the fulfillment of the need. The processes and effects of previous learning tie strongly into choices made when the behavior is defined.

TYPES OF NEEDSInnate NeedsPhysiological (or biogenic) needs that are considered primary needs or motives

Acquired NeedsLearned in response to our culture or environment. Are generally psychological and considered secondary needs*CB & C

CB & C

The example of the need for food compared to a new pair of jeans can be further described by understanding types of needs. The need for food is more of an innate need and is considered a primary need whereas the need for a pair of jeans would be considered acquired. The need for clothing could be considered primary, but the need specifically for a pair of jeans is acquired, especially when they are a certain brand or designer jean.Needs may have a positive or negative direction. There are in fact some products we are NOT drawn to. For example, when people shop for funeral services, this is not something they are usually drawn to but rather must pursue and purchase.

GoalsThe sought-after results of motivated behaviorGeneric goals are general categories of goals that consumers see as a way to fulfill their needsProduct-specific goals are specifically branded products or services that consumers select as their goals*CB & C

CB & C

Understanding goalsContinuing with our example of jeans, we can understand the types of goals that exist. Generic ; When a consumer states they want a pair of jeans, they have stated a generic goal. Product-specific ; When they announce they really want a pair of Calvin Klein jeans, then they have stated product-specific goals.

How Does this Ad Appeal to Ones Goals?*CB & CIt Appeals to Several Physical Appearance-related goals.

CB & C

The Selection of GoalsThe goals selected by an individual depend on their (factors influencing the DM of consumers):Personal experiencesPhysical capacityPrevailing cultural norms and valuesGoals accessibility in the physical and social environment*CB & C

CB & C

Consumers have many possible goals when making decisions. They are strongly influenced by their experiences, personality, and others opinions and input. When choosing goals, they have to keep in mind what is socially acceptable and what they can physically attain. Exercise: Think of a recent decision you might have made, for instance, to go on a vacation. How was it influenced by personal experiences, the accessibility of the goal, and the social environment?

Motives Rational MotivesGoals chosen according to objective criteria (e.g., price)Emotional MotivesGoals chosen according to personal or subjective criteria (e.g., desire for social status)Latent MotivesMotives that the consumer is unaware of or unwilling to recognizeHarder to identifyRequire projective techniques to identifyManifest MotivesMotives that the consumer is aware of and willing to express

*CB & C

CB & C

Rational versus Emotional MotivesThere has been extensive research regarding rational versus emotional motives during purchase. Their existence has been tied to how consumers view marketing variables, including advertisements and pricing adjustments. Rationality implies that consumers select goals based on totally objective criteria, such as size, weight, price, or miles per gallonEmotional motives imply the selection of goals according to personal or subjective criteriaFurthermore, it must be realized that the definition of emotional vs. rational motivation differs significantly from one consumer to another and in different situations.*CB & C

CB & C

The Dynamics of MotivationMotivation is highly dynamic and constantly changes in response to life experiences. For instance, motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education. Such dynamics include;Needs are never fully satisfied New needs emerge as old needs are satisfiedPeople who achieve their goals set new and higher goals for themselves*CB & C

CB & C

Needs are never fully satisfied - Humans constantly have needs. This is due in part to the fact that our needs are never fully satisfied, or once satisfied, reappear. Hunger is a good example of a need that is often not satisfied and reappears. New needs emerge as old needs are satisfied - As humans, we also develop new needs as we satisfy existing needs. Maslows hierarchy of effects model shows how we meet our lower-level needs first and then move up the hierarchy. People who achieve their goals set new and higher goals for themselves - Finally, our needs are based on the goals that we set for ourselves. If one sets a goal to enter politics, they may feel they need a law degree. However, if they are unsuccessful in getting accepted at law school, their needs may change and they may want to pursue a few years of work experience first and need to find a job.*CB & C

CB & C

Substitute GoalsIt is very common that a consumer can not attain a goal. This may be due to a lack of money, ability, desire, or accessibility. In this instance, the consumer often substitutes a different goal to reduce the tension created from the existence of this need and with time, this substitute goal might replace the initial goal. For instance, if a consumer wanted a certain cable television service, but it was not available in their area, they might choose a satellite television provider (GoTV & DSTV). Over time, they may be very satisfied with this choice and feel that they actually prefer the satellite service over the cable television service.*CB & C

CB & C

FrustrationFailure to achieve a goal and the frustration that follows has been experienced by everyone at some time or another. Marketers therefore must realize what consumers responses might be and how they can address these responses. Some consumers adapt while others adopt defense mechanisms to protect their ego. Defense mechanisms are used when people cannot cope with frustration. They are often developed to protect ones ego from feelings of failure when goals are not achieved. *CB & C

CB & C

Defence Mechanisms Are methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.They include;AggressionRationalizationRegressionWithdrawal ProjectionAutismIdentificationRepression

*CB & C

CB & C

Defense MechanismsCB & C

ConstructItemsAggressionIn response to frustration, individuals may resort to aggressive behaviorin attempting to protect their self-esteem. The tennis pro who slams his tennis racket to the ground when disappointed with his game or the baseball player who physically intimidates an umpire for his call are examples of such conduct. So are consumer boycotts of companies or stores.RationalizationPeople sometimes resolve frustration by inventing plausible reasons for being unable to attain their goals (e.g., not having enough time to practice) or deciding that the goal is not really worth pursuing (e.g., how important is it to achieve a high bowling score?).RegressionAn individual may react to a frustrating situation with childish or immature behavior. A shopper attending a bargain sale, for example, may fight over merchandise and even rip a garment that another shopper will not relinquish rather than allow the other person to have it.WithdrawalFrustration may be resolved by simply withdrawing from the situation. For instance, a person who has difficulty achieving officer status in an organization may decide he can use his time more constructively in other activities and simply quit that organization.

CB & C

Arousal of MotivesA consumer has a variety of needs but only some of them are aroused at any given time and given top-of-mind priority. Motives become aroused by the consumers;Physiological arousal (they get hungry)Emotional arousal (frustrated)Cognitive arousal (they read an ad that made them think about their needs)Environmental arousal- by events occurring in their general surroundings (the weather becomes cold).*CB & C

CB & C

Philosophies Concerned with Arousal of MotivesThere are two opposing philosophies that deal with the arousal of human motives Behaviorist & Cognitive schools.The behaviorists see motivation as a mechanical process that results from a stimulus something prompts the behavior and people behave or react. Behavior is response to stimulusElements of conscious thoughts are to be ignoredConsumer does not act, but reactsOn the other hand, the cognitive school believes that all behavior is directed toward a fulfilling of goals consumers think through their motives.Behavior is directed at goal achievementNeeds and past experiences are reasoned, categorized, and transformed into attitudes and beliefs*CB & C

CB & C

Types and Systems of NeedsResearchers are interested in developing a complete list of human needs. Although basic biological needs are easily understood and agreed upon, it is the psychological and psychosocial needs that differ from researcher to researcher. Maslow developed a list of needs and orders them within a hierarchy from lower-level to higher-level needs. Somewhat related to Maslows theory is the belief in a trio of basic needs including power, affiliation, and achievement by Murray.*CB & C

CB & C

Maslows Hierarchy of Needs*CB & C

CB & C

Dr. Abraham Maslow is well known for his hierarchy of needs. The hierarchy presents five basic levels of human needs which rank in order of importance from lower-level needs to higher-level needs. The theory argues that consumers will fill lower-level needs before the higher-level needs.Physiological needs (hunger, thirst)Safety and security needs (security, protection)Belongingness and love needs (social needs)Esteem and ego needs (self-esteem, recognition, status)Need for self-actualization (self-development, realization)*

To Which of MaslowsNeeds Does This Ad Appeal?*CB & CBoth Physiological and Social Needs

CB & C

To Which of MaslowsNeeds Does This Ad Appeal?**CB & CChapter Four SlideEgoistic Needs

CB & C

To Which of MaslowsNeeds Does This Ad Appeal?**CB & CChapter Four SlideSelf Actualisation

CB & C

A Trio of NeedsSome psychologists believe that this trio of needs exists for most consumers and that marketers can find a tie to motivation. Power refers to the individuals desire to control other people and objects it is tied to a type of ego needs. Individuals desire to control environmentAffiliation is similar to Maslows social need and suggests that behavior is influenced by the desire for social ties. Need for friendship, acceptance, and belongingFinally, the need for achievement, like the other needs, will vary from individual to individual.Need for personal accomplishmentClosely related to egoistic and self-actualization needs

*

Measurement of MotivesResearchers rely on a combination of techniquesBecause motives are not tangible, marketers must use a variety of measurement techniques. Because consumers often cannot or will not express their motivations outright, researchers use qualitative research to uncover consumer motives. Many of these qualitative research techniques are called projective techniques because the consumer must project their subconscious or hidden motives onto another stimulus. The following slide summarizes some projective techniques.*CB & C

CB & C

Qualitative Measures of Motives*CB & C

CB & C

Consumer InvolvementIs the level of personal relevance that a consumer sees in a productTypes of InvolvementEnduring Involvement long-lasting involvement that arises out of a sense of high personal relevanceSituational involvementShort-term involvement in a product of low personal relevanceCognitive InvolvementRational level involvement in products that are considered to be major purchasesAffective InvolvementEmotional level involvement in products

Factors Leading to High InvolvementLevel of perceived risk (social, financial or physical)Level of personal interest in product categoryProbability of making a mistake or buying the wrong productExtent of pleasure in buying and using a productNumber and similarity of competitive brands available

3-*Measures of InvolvementBrand involvementEgo involvementImportance of purchaseProduct involvementSituational Vs Enduring Vs Response involvementInvolvement Profile

3-*Involvement and Marketing StrategyChoose media according to level of involvementPrint media for high involvementTelevision for low involvementChoose messages according to level of involvementFind ways to raise level of involvement

Thank you!!!!!

***********************