Lesson 2 on consumer motivation
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Transcript of Lesson 2 on consumer motivation
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Chapter 2
CONSUMER(INDIVIDUAL) MOTIVATION
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Figure 4.1 Model of the Motivation Process
LearningLearning
Needs wants,
and desires
Needs wants,
and desires
TensionTension
Goal or need
fulfill-ment
Goal or need
fulfill-ment
DriveDrive BehaviorBehavior
Cognitive processes
Cognitive processes
Tension reduction
Tension reduction
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Types of Needs
• Innate Needs– Physiological (or biogenic) needs that are
considered primary needs or motives
• Acquired needs– Generally psychological (or psychogenic) needs
that are considered secondary needs or motives
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Goals• Generic Goals
– the general categories of goals that consumers see as a way to fulfill their needs
– e.g., “I want to get a graduate degree.”
• Product-Specific Goals– the specifically branded products or services
that consumers select as their goals– e.g., “I want to get an MBA in Marketing from
IIM’s.”
How are marketers making general goals into product specific goals? Complain
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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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Figure 4.3 Achieving Goals by
Subscribing to a Magazine(India today)
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Figure 4.4 Different Appeals for Same Goal Object
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Interdependence of Need And Goal
• Interrelated
• People know Goal but not need
• Eg: You are not aware of social needs but join some soccer club for friends.
• People more aware of Physiological needs rather than Psychological needs.
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Motivations and Goals
• Positive Motivation– A driving force
toward some object or condition
• Approach Goal E.g. Subway– A positive goal
toward which behavior is directed
• Negative Motivation– A driving force
away from some object or condition
• Avoidance Goal– A negative goal from
which behavior is directed 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(pride, fear, affection, status)
Psychological reactance People become motivationally aroused by a threat or elimination of behaviour freedom (E.g.: New Coke)
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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
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Figure 2.7 Changing Consumer
Needs
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Success And Failure Influence Goals
• If you Achieve goals –level of aspiration
• Chances of Success and failure on the basis of Experiences.
• Advertisement claims-not high
• Substitute Goals
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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 Defense MechanismMechanism
Methods by which people mentally
redefine frustrating situations to protect
their self-images and their self-esteem.
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Defense Mechanisms
• Aggression• Rationalization• Regression:
immature behaviour• Withdrawal
• Projection(blame)• Autism(based on
need and emotion not logic)
• Identification• Repression (no
kids keep plants)
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Arousal of Motives
• Physiological arousal: advertisements can generate hunger.
• Emotional arousal: E.g. Perfumes, Tooth pastes• Cognitive arousal:advertisement of Telephone-
call parents• Environmental arousal
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Figure 4.8 Cognitive
Need Arousal
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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– Need to consider needs, attitudes, beliefs, etc.
in understanding consumer behavior
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Physiological Needs(Food, water, air, shelter, sex)
Safety and Security Needs(Protection, order, stability)
Social Needs(affection, friendship, belonging)
Figure 4.9 Maslow’s Hierarchy of Needs
Ego Needs(Prestige, status, self esteem)
Self-Actualization(Self-fulfillment)
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Table 4.3 Murray’s 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
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Table 4.3 Murray’s 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
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Figure 4.10 Appeal to Egoistic Needs
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Figure 4.11 Appeal to
Self-Actualization
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A Trio of Needs
• Power( Related with Ego)– 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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Figure 4.12 Appeal to
Power Needs
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Figure 4.13 Appeal to Affiliation
Needs
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Figure 4.14 Appeal to
Achievement Needs
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Measurement of Motives?
• Can we identify motives?
• Can they be measured?
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Motivational Motivational Research/evaResearch/eva
luation of luation of researchresearch
Qualitative 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.