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Consumer Motivation

LECTURE

THREE

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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 NeedsDeveloped by Researchers.

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Motivation as a Psychological Force

Motivationis thedriving force withinindividuals that impels

them to action.

Needs are the essenceof the marketingconcept. Marketers donot create needs butcan make consumersaware of needs.

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Model of the Motivation Process

Figure 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 orenvironment. 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 theirneeds

Product-specific goals are specifically branded

products or services that consumers select astheir goals

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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

Goals accessibility in the physical and social

environment

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Motivations and Goals

Positive

Motivation

A driving forcetoward some objector condition

Approach Goal

A positive goaltoward whichbehavior is directed

Negative

Motivation

A driving force awayfrom some object orcondition

Avoidance Goal

A negative goal fromwhich behavior isdirected 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

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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 andhigher 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 defensemechanisms to protect their ego.

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Defense Mechanisms- Table 4.2 (excerpt)

13Chapter Four Slide

Construct Items

Aggression In response to frustration, individuals may resort to aggressive behavior

in attempting to protect their self-esteem. The tennis pro

who slams his tennis racket to the ground when disappointed withhis 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.

Rationalization People 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?).

Regression An 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 otherperson to have it.

Withdrawal Frustration 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.

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Arousal of Motives

Physiological arousal

Emotional arousal

Cognitive arousal Environmental arousal

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Types and Systems of Needs

Henry Murrays 28 psychogenic needs

Abraham Maslows hierarchy of needs

A trio of needs

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Maslows Hierarchy of Needs

Figure 4.10

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A Trio of Needs

Power

individuals 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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END OF LECTURE THREE

THANK YOU.

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