MOTIVATIONMOTIVATION

Consumer BehaviorConsumer Behavior

Learning ConceptsLearning Concepts

Concept of MotivationConcept of Motivation Consumer needsConsumer needs Structure of emotionsStructure of emotions Maslow’s Need Maslow’s Need

Hierarchy theoryHierarchy theory Murray’s List of Human Murray’s List of Human

NeedsNeeds McClleland Theory of McClleland Theory of

Learned NeedsLearned Needs

Opponent-process Opponent-process theorytheory

Optimum-stimulation Optimum-stimulation level theorylevel theory

Motivation for Hedonic Motivation for Hedonic ExperienceExperience

Reactance theoryReactance theory Perceived riskPerceived risk Consumer attributionsConsumer attributions

What is Motivation?What is Motivation?

Motivation refers to an activated state within a Motivation refers to an activated state within a person that leads to goal-directed behavior.person that leads to goal-directed behavior. It consists of the drives, urges, wishes, or desires It consists of the drives, urges, wishes, or desires

that initiate the sequence of events leading to a that initiate the sequence of events leading to a behavior.behavior.

The Concept of AffectThe Concept of Affect

Affect or feelings, can be defined as a “ class of Affect or feelings, can be defined as a “ class of mental phenomena uniquely characterized by a mental phenomena uniquely characterized by a consciously experienced, subjective feeling state, consciously experienced, subjective feeling state, commonly accompanying emotions and moods”commonly accompanying emotions and moods”

Emotions are distinguished from moods by their Emotions are distinguished from moods by their greater intensity and their greater psychological greater intensity and their greater psychological urgency.urgency.

When goals are satisfied, people experience positive When goals are satisfied, people experience positive feelings. In contrast, when events thwart the feelings. In contrast, when events thwart the achievement of their goals, people experience achievement of their goals, people experience negative feelings negative feelings

Ten Fundamental Emotions People Ten Fundamental Emotions People Experience:Experience:

Disgust Disgust

InterestInterest

Joy Joy

SurpriseSurprise

SadnessSadness

AngerAnger

FearFear ContemptContempt

ShameShame Guilt Guilt

The Structure of EmotionsThe Structure of Emotions

Joy

contentment

Anger

Sadness

PleasantUnpleasant

Aroused

Passive

Structure of EmotionsStructure of Emotions1.1. Do consumers experience strong Emotions?Do consumers experience strong Emotions?

2.2. Do consumers experience full range of Emotions?Do consumers experience full range of Emotions?

Findings suggest that the response to advertisement has two Findings suggest that the response to advertisement has two emotional dimensions, one consists of positive effective states, the emotional dimensions, one consists of positive effective states, the other negative states. The implication of this finding is that a single other negative states. The implication of this finding is that a single message or event can simultaneously create both good and bad message or event can simultaneously create both good and bad feelings in consumersfeelings in consumers

3.3. Do consumers differ in intensity of Emotions?Do consumers differ in intensity of Emotions?

It has been shown that affect intensity differs with different people.It has been shown that affect intensity differs with different people.

People who are high on affect intensity respond more strongly to People who are high on affect intensity respond more strongly to advertisement than people with low affect intensity.advertisement than people with low affect intensity.

High affect intensity people react with greater empathy and feelings High affect intensity people react with greater empathy and feelings of pain and fear appeals than do low affect intensity peopleof pain and fear appeals than do low affect intensity people

Model of the Motivation Process

Learning

Needs wants,

and desires

Tension

Goal or need

fulfill-ment

Drive Behavior

Cognitive processes

Tension reduction

MotivationMotivation

Motivation begins with the presence of a stimulus Motivation begins with the presence of a stimulus that spurs the recognition of a need.that spurs the recognition of a need.

Need recognition occurs when a perceived Need recognition occurs when a perceived discrepancy exists between an actual and a desired discrepancy exists between an actual and a desired state of beingstate of being Needs can be either innate or learned.Needs can be either innate or learned. Needs are never fully satisfied.Needs are never fully satisfied. Feelings and emotions (i.e., affect) accompany needsFeelings and emotions (i.e., affect) accompany needs

NeedsNeeds

Expressive needs involve desires by Expressive needs involve desires by consumers to fulfill social and/or aesthetic consumers to fulfill social and/or aesthetic requirements.requirements.

Utilitarian needs involve desires by consumers Utilitarian needs involve desires by consumers to solve basic problems (e.g. filling a car’s gas to solve basic problems (e.g. filling a car’s gas tank)tank)

Hedonistic needs involve experiencing Hedonistic needs involve experiencing pleasure (watching a movie)pleasure (watching a movie)

GoalsGoals

Generic GoalsGeneric Goals the general categories of goals that consumers the general categories of goals that consumers

see as a way to fulfill their needssee as a way to fulfill their needs e.g., “I want to get a graduate degree.”e.g., “I want to get a graduate degree.”

Product-Specific GoalsProduct-Specific Goals the specifically branded products or services the specifically branded products or services

that consumers select as their goalsthat consumers select as their goals e.g., “I want to get an MBA in Marketing from e.g., “I want to get an MBA in Marketing from

Iqra University.”Iqra University.”

The Selection of GoalsThe Selection of Goals

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

environmentenvironment

A Magazine A Magazine AdAd

PromisingPromisingEnhancement Enhancement of Physical of Physical CapacityCapacity

Motivations and GoalsMotivations and Goals Positive MotivationPositive Motivation

A driving force toward A driving force toward some object or some object or conditioncondition

Approach GoalApproach Goal A positive goal toward A positive goal toward

which behavior is directedwhich behavior is directed

Negative MotivationNegative Motivation A driving force away A driving force away

from some object or from some object or conditioncondition

Avoidance GoalAvoidance Goal A negative goal from A negative goal from

which behavior is directed which behavior is directed awayaway

Motive Motive ConflictsConflicts

Avoidance-Avoidance Avoidance-Avoidance Conflict:Conflict:

Occurs when the subject is Occurs when the subject is undecided while trying to undecided while trying to choose between two equally choose between two equally undesirable motivesundesirable motives

Approach-Avoidance Conflict:Approach-Avoidance Conflict: Occurs when the subject is Occurs when the subject is

undecided between one undecided between one desirable and one undesirable desirable and one undesirable motivemotive

Approach-Approach-Approach Approach Conflict:Conflict:

Occurs when the Occurs when the subject is subject is undecided while undecided while choosing between choosing between two equally two equally desirable motivesdesirable motives

Rational Versus Emotional MotivesRational Versus Emotional Motives

Rationality implies that consumers select goals Rationality implies that consumers select goals based on totally objective criteria such as size, based on totally objective criteria such as size, weight, price, or miles per gallonweight, price, or miles per gallon

Emotional motives imply the selection of goals Emotional motives imply the selection of goals according to personal or subjective criteriaaccording to personal or subjective criteria

Rational and Emotional motives in purchase situationRational and Emotional motives in purchase situation

Rational Motives ConsumptionRational Motives Consumption Emotional MotivesEmotional Motives

BehaviorBehaviorA large car is more comfortable

It is a high quality car that performs well

A number of my friends drive Mercedes

Purchase of Mercedes Car

It will demonstrate that I am Successful

It is a powerful, stylish car and it will make me powerful and stylish

The Dynamic Nature of MotivationThe Dynamic Nature of Motivation

Needs are never fully satisfiedNeeds are never fully satisfied New needs emerge as old needs are satisfiedNew needs emerge as old needs are satisfied People who achieve their goals set new and People who achieve their goals set new and

higher goals for themselveshigher goals for themselves

Changing Changing Consumer Consumer

NeedsNeeds

Frustration

Failure to achieve a goal may result

in frustration. Some adapt; others adopt

defense mechanisms to

protect their ego.

Defense Defense MechanismMechanism

Methods by which people mentally

redefine frustrating

situations to protect their self-images and their

self-esteem.

Defense MechanismsDefense Mechanisms

AggressionAggression RationalizationRationalization RegressionRegression WithdrawalWithdrawal

ProjectionProjection AutismAutism IdentificationIdentification RepressionRepression

Defense MechanismsDefense Mechanisms Aggression:Aggression:

Frustrated consumers boycot manufacturers / Frustrated consumers boycot manufacturers / Retailers to reduce pricesRetailers to reduce prices

Rationalization:Rationalization:Inventing plausible reasons for being unable to Inventing plausible reasons for being unable to attain their goals or the goal is not worth pursuingattain their goals or the goal is not worth pursuing

Regression:Regression:React to frustrating situation with childish or React to frustrating situation with childish or immature behavior: breaking up a mal-functioning immature behavior: breaking up a mal-functioning unit rather than having it repairedunit rather than having it repaired

Defense MechanismDefense Mechanism Withdrawal:Withdrawal:

Simply withdrawing from the situation: A person Simply withdrawing from the situation: A person having difficulty acquiring/learning a skill may quithaving difficulty acquiring/learning a skill may quit

Projection:Projection:

Blaming ones own failures and abilities on other Blaming ones own failures and abilities on other objects or personsobjects or persons

Two drivers involved in an accident blaming each otherTwo drivers involved in an accident blaming each other Autism:Autism:

Refers to thinking that is almost completely dominated Refers to thinking that is almost completely dominated by needs and emotions, with little effort made to relate by needs and emotions, with little effort made to relate to reality (extreme introversion; seclusion)to reality (extreme introversion; seclusion)

Defense MechanismDefense Mechanism Identification:Identification:

Subconsciously identifying with other persons or Subconsciously identifying with other persons or situations they consider relevantsituations they consider relevantMarketers frequently use it as basis for advertising Marketers frequently use it as basis for advertising appealappealSlice-of-life advertisements showing an individual Slice-of-life advertisements showing an individual experiences a frustration and then overcomes by experiences a frustration and then overcomes by using advertised productusing advertised product

Repression: Repression: Individuals may try and forget a need. Some times Individuals may try and forget a need. Some times repressed needs manifest themselves indirectlyrepressed needs manifest themselves indirectly

Arousal of MotivesArousal of Motives

Physiological arousalPhysiological arousal Emotional arousalEmotional arousal Cognitive arousalCognitive arousal Environmental arousalEnvironmental arousal

Cognitive Cognitive Need Need

ArousalArousal

Philosophies Concerned With Arousal Philosophies Concerned With Arousal of Motivesof Motives

Behaviorist SchoolBehaviorist School Behavior is a response to stimulusBehavior is a response to stimulus Consumer does not Consumer does not actact, but , but reactsreacts

Cognitive SchoolCognitive School Behavior is directed at goal achievementBehavior is directed at goal achievement Need to consider needs, attitudes, beliefs, etc. in Need to consider needs, attitudes, beliefs, etc. in

understanding consumer behaviorunderstanding consumer behavior

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

Safety and Security Needs(Protection, order, stability)

Social Needs(affection, friendship, belonging)

Maslow’s Hierarchy of Needs

Ego Needs(Prestige, status, self esteem)

Self-Actualization(Self-fulfillment)

Hierarchy DynamicsHierarchy Dynamics

Research shows that contrary to what Maslow Research shows that contrary to what Maslow suggested, the position of an individual within suggested, the position of an individual within the hierarchy is not stationerythe hierarchy is not stationery

Consumers can and do move thru different Consumers can and do move thru different levels of the hierarchy by the purchase, levels of the hierarchy by the purchase, consumption and acquisition of one and the consumption and acquisition of one and the same productsame product

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, Deference, Autonomy, Contrariance

Murray’s List of Psychogenic Needs

Sado-Masochistic Needs :Aggression, Abasement

Needs Concerned with Affection between People:Affiliation, Rejection, Nurturance, Play

Needs Concerned with Social Intercourse:Cognizance, Exposition

Appeal to Egoistic NeedsAppeal to Egoistic Needs

Appeal to Self Actualization Appeal to Self Actualization NeedsNeeds

Appeal to Sado-masochistic needsAppeal to Sado-masochistic needs

A Trio of NeedsA Trio of Needs

PowerPower individual’s desire to control environmentindividual’s desire to control environment

AffiliationAffiliation need for friendship, acceptance, and belongingneed for friendship, acceptance, and belonging

AchievementAchievement need for personal accomplishmentneed for personal accomplishment closely related to egoistic and self-actualization closely related to egoistic and self-actualization

needsneeds

Appeal Appeal to to

Power Power NeedsNeeds

Appeal to Power NeedsAppeal to Power Needs

Appeal to Appeal to Affiliation Affiliation

NeedsNeeds

Appeal to Need for Achievement Appeal to Need for Achievement

Midrange Theories of MotivationMidrange Theories of Motivation

Opponent-Process TheoryOpponent-Process Theory Optimum Stimulation LevelsOptimum Stimulation Levels The Motivation for Hedonic Experience The Motivation for Hedonic Experience The Desire to Maintain Behavioral Freedom The Desire to Maintain Behavioral Freedom The Motivation to Avoid RiskThe Motivation to Avoid Risk The Motivation to Attribute CausalityThe Motivation to Attribute Causality

Opponent-Process TheoryOpponent-Process Theory. . . . . . explains that two things occur when a person receives a explains that two things occur when a person receives a

stimulus that elicits an immediate positive or negative stimulus that elicits an immediate positive or negative emotional reaction:emotional reaction: The immediate positive or negative emotional reaction is The immediate positive or negative emotional reaction is

felt.felt. A second emotional reaction occurs that has a feeling A second emotional reaction occurs that has a feeling

opposite to that initially experienced.opposite to that initially experienced. The combination of the two emotional reactions results in The combination of the two emotional reactions results in

the overall feeling experienced by the consumer.the overall feeling experienced by the consumer.It has broad explanatory powers. It can be used to account for It has broad explanatory powers. It can be used to account for a variety of consumer behaviors, such as drug addiction, a variety of consumer behaviors, such as drug addiction, cigarette smoking, jogging, video game playing and cigarette smoking, jogging, video game playing and dysfunctional behaviors sinking into debt by overusing credit dysfunctional behaviors sinking into debt by overusing credit cards.cards.

Optimum Stimulation LevelOptimum Stimulation Level. . . is a person’s preferred amount of physiological . . . is a person’s preferred amount of physiological

activation or arousal.activation or arousal. Activation may vary from very low levels (e.g. sleep) to Activation may vary from very low levels (e.g. sleep) to

very high levels (e.g. severe panic).very high levels (e.g. severe panic). Individuals are motivated to maintain an optimum level of Individuals are motivated to maintain an optimum level of

stimulation and will take action to correct the level when it stimulation and will take action to correct the level when it becomes to high or too low.becomes to high or too low.

Accounts for high vs. low sensation seeking people.Accounts for high vs. low sensation seeking people. Accounts for variety seekingAccounts for variety seeking Accounts for hedonic consumption—i.e., the need of Accounts for hedonic consumption—i.e., the need of

people to create fantasies, gain feelings through the senses, people to create fantasies, gain feelings through the senses, and obtain emotional arousal.and obtain emotional arousal.

Maintaining Optimum Stimulation LevelsMaintaining Optimum Stimulation Levels

Marketing ImplicationsMarketing Implicationsi.i. Various types of medicinesVarious types of medicinesii.ii. Popular leisure activitiesPopular leisure activitiesiii.iii. Amusement parks, sportsAmusement parks, sportsiv.iv. Spontaneous brand switchingSpontaneous brand switchingv.v. Research study has shown that people with high Research study has shown that people with high

stimulation level:stimulation level:a.a. Engage in greater amounts of information seekingEngage in greater amounts of information seekingb.b. Feel boredom with repetitive adsFeel boredom with repetitive ads

c.c. Reveal higher levels of variety seekingReveal higher levels of variety seeking when choosing when choosing fast foodfast food

d.d. Exhibit greater tendencies to gamble and seek riskExhibit greater tendencies to gamble and seek risk

Motivation for Hedonic ExperiencesMotivation for Hedonic Experiences Hedonic consumption refers to the needs of consumers to use Hedonic consumption refers to the needs of consumers to use

products and services to create fantasies, to feel new sensations to products and services to create fantasies, to feel new sensations to obtain emotional arousalobtain emotional arousal

1.1. Desire to experience emotions:Desire to experience emotions: The term hedonism generally refers to gaining pleasure through The term hedonism generally refers to gaining pleasure through

senses. In consumer behavior context, it means the feelings that senses. In consumer behavior context, it means the feelings that consumers seek may not be uniformly pleasurable.consumers seek may not be uniformly pleasurable.

People seek to experience a variety of emotions, including love, People seek to experience a variety of emotions, including love, hate, fear, grief, anger, and disgusthate, fear, grief, anger, and disgust

Emotional desire sometimes dominate utilitarian motives when Emotional desire sometimes dominate utilitarian motives when consumers are choosing productsconsumers are choosing products

The type of products and services that hedonic consumption The type of products and services that hedonic consumption researchers investigate are found within the “ Experiential researchers investigate are found within the “ Experiential research perspective” and concentrate on products like movies, research perspective” and concentrate on products like movies, rock concerts, theater, dance and sporting events which are rock concerts, theater, dance and sporting events which are intrinsically more emotionally involving. intrinsically more emotionally involving.

Motivation for Hedonic ExperiencesMotivation for Hedonic Experiences

2. 2. Desire for Leisure ActivitiesDesire for Leisure Activities These activities are pursued in free or non-work time.These activities are pursued in free or non-work time. Leisure is a personal experience and is Leisure is a personal experience and is

multidimensional.multidimensional. People seek satisfaction of number of different needs:People seek satisfaction of number of different needs:i.i. Desire for intrinsic satisfactionDesire for intrinsic satisfaction

Activity is seen by the consumer rewarding in and of Activity is seen by the consumer rewarding in and of itself (e.g. painting a picture)itself (e.g. painting a picture)

ii.ii. Involvement in the activityInvolvement in the activityactivity is so absorbing that the person forgets all about activity is so absorbing that the person forgets all about everyday life ( playing games)everyday life ( playing games)

Motivation for Hedonic ExperiencesMotivation for Hedonic Experiences

iii.iii. Perceived freedomPerceived freedomActivity is utterly without coercion. The person has Activity is utterly without coercion. The person has the perceived freedom to engage or not to engage the perceived freedom to engage or not to engage in in

iv.iv. Mastery of the environment or of oneselfMastery of the environment or of oneselfthe person attempts to learn something well or to the person attempts to learn something well or to overcome some obstacle. The idea is to test oneself overcome some obstacle. The idea is to test oneself or to conquer the environmentor to conquer the environment

v.v. Emotional ArousalEmotional ArousalThe need for emotional arousal is a major The need for emotional arousal is a major motivator for leisure activitiesmotivator for leisure activities

The Desire to Maintain The Desire to Maintain Behavioral FreedomBehavioral Freedom

Psychological reactance is the motivational state resulting Psychological reactance is the motivational state resulting

from the response to threats to behavioral freedomfrom the response to threats to behavioral freedom. . Two types of threats can lead to reactance:Two types of threats can lead to reactance:

Social threats involve external pressure from other people to Social threats involve external pressure from other people to induce a consumer to do somethinginduce a consumer to do something

Impersonal threats are barriers that restrict the ability to buy a Impersonal threats are barriers that restrict the ability to buy a particular product or service e.g. sparticular product or service e.g. scarcity effects - scarce carcity effects - scarce products are valued more. Limited time offer, limited supply etc.products are valued more. Limited time offer, limited supply etc.

The Desire to Maintain Behavioral The Desire to Maintain Behavioral FreedomFreedom

For consumer to experience reactance:For consumer to experience reactance:

ii.ii. The consumer must feel that his/her personal The consumer must feel that his/her personal freedom is being threatenedfreedom is being threatened

iii.iii. The buying decision must be one that is of The buying decision must be one that is of some importance to the consumersome importance to the consumer

The Motivation to Avoid RiskThe Motivation to Avoid Risk

Perceived risk is a consumer’s perception of the Perceived risk is a consumer’s perception of the overall negativity of a course of action based upon overall negativity of a course of action based upon as assessment of the possible negative outcomes as assessment of the possible negative outcomes and of the likelihood that these outcomes will and of the likelihood that these outcomes will occur.occur.

Perceived risk consists of two major concepts - the Perceived risk consists of two major concepts - the negative outcomes of a decision and the negative outcomes of a decision and the probability that these outcomes will occur.probability that these outcomes will occur.

7 Types of Consumer Risks.7 Types of Consumer Risks.

FinancialFinancial PerformancePerformance PhysicalPhysical PsychologicalPsychological SocialSocial TimeTime Opportunity LossOpportunity Loss

Six risk-reduction strategiesSix risk-reduction strategies Be brand loyal and Be brand loyal and

consistently purchase the consistently purchase the same brand.same brand.

Buy through brand image Buy through brand image and purchase a quality and purchase a quality national brand.national brand.

Buy through store image Buy through store image from a retailer that you trust.from a retailer that you trust.

Seek out information in Seek out information in order to make a well order to make a well informed decision.informed decision.

Buy the most expensive Buy the most expensive brand, which is likely to brand, which is likely to have high quality.have high quality.

Buy the least expensive Buy the least expensive brand in order to reduce brand in order to reduce financial risk.financial risk.

The Motivation to Attribute The Motivation to Attribute CausalityCausality

Attribution theory describes the processes through which Attribution theory describes the processes through which people make determinations of the causality of action. people make determinations of the causality of action.

Internal attribution Internal attribution is when a consumer decides that an is when a consumer decides that an endorser recommended the product because he or she endorser recommended the product because he or she actually liked the product.actually liked the product.

External attribution External attribution is when a consumer decides that an is when a consumer decides that an endorser recommended the product because he or she was endorser recommended the product because he or she was paid for endorsing it.paid for endorsing it.

Marketing goal is develop believable advertisement Marketing goal is develop believable advertisement creating internal attributioncreating internal attribution