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Consumer Motivation

CHAPTER

FOUR


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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.

4. To Understand How Human Motives Are

Studied and Measured.2Chapter Four SlideCopyright 2010 Pearson Education, Inc. publishing as Prentice Hall


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Motivation as a Psychological Force

Motivation is thedriving force withinindividuals that impels

them to action. Needs are the essence

of the marketingconcept. Marketers do

not create needs butcan make consumersaware of needs.

3Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide


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Model of the Motivation Process

Figure 4.2



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Types ofNeeds

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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How Does this Ad Appeal to

Ones Goals?



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It Appeals to Several Physical

Appearance-related goals.



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Discussion Questions

What are three generic goals you have set for

yourself in the past year?

W

hat are three product-specific goals you have set inthe past year?

In what situations are these two related?

How were these goals selected? Was it personal

experiences, physical capacity, or prevailing culturalnorms and values?



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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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Bloggers Motivation - Table 4.1 (excerpt)

12Chapter Four Slide

Construct Items

Blogging for

self-

expressing

I use my blog to free my mind when I am moody.

I express myself by writing in my blog.

My blog is the place where I express what I feel.

Blogging for

life

documenting

I use my blog as my diary to document my life.

By writing text and posting video/audio files, I keep a record of my life.

Blogging forcommenting

Im willing to comment on what other bloggers say.Id like to respond to other blogs that I read (no matter if I know of the

blogger or not).

Id like to receive peoples comments on what I post on my blog.

Blogging for

forum

participating

Blogging helps me to make more like-minded friends.

In my blogroll I have friends with whom I can share things.

By blogging I interact with a set of blogs that have contents similar towhat I put in my blog.

Blogging for

information

seeking

Blogging helps me extract information behind events that interest me.

Blogging helps me explore more information about products and/or

services.

To me it is convenient to search for information by blogging.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


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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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What productsmight be purchasedusing rational andemotional motives?

What marketingstrategies are

effective when thereare combinedmotives?



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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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Arousal of Motives

Physiological arousal

Emotional arousal

Cognitive arousal

Environmental arousal



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How Does This Ad

Arouse Ones Needs?



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The Ad Is Designed to Arouse Ones 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 ofNeeds

Henry Murrays 28 psychogenic needs

Abraham Maslows hierarchy of needs

A trio of needs



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Murrays List of Psychogenic Needs


Needs Associatedwith Inanimate

Objects

Acquisition

Conservancy

Order

Retention

Construction

Needs ReflectingAmbition, Power,Accomplishment,

and Prestige

Superiority

Achievement

Recognition

Exhibition

Infavoidance

Needs Connectedwith Human

Power

Dominance

Deferrence

Similance

Autonomy

Contrariance


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Murrays List of Psychogenic Needs

(continued)


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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Maslows Hierarchy ofNeeds

Figure 4.10



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To Which of Maslows

Needs Does This Ad Appeal?



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Both Physiological and Social Needs



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To Which of Maslows




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Egoistic Needs



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To Which of Maslows




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Self-Actualization



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What are three types of products related to

more then one level of Maslows Hierarchy of

Needs? For each type of product, consider two

brands. How do marketers attempt to

differentiate their product from the

competition?



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A Trio ofNeeds

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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To Which of the Trio

ofNeeds Does This Ad Appeal?



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The Affiliation Needs Of Young,

Environmentally Concerned Adults



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To Which of the Trio

ofNeeds Does This Ad Appeal?



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Affiliation Need



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Power And Achievement Needs



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Measurement of Motives

Researchers rely on a

combination of

techniques Qualitative research is

widely used

Projective techniques areoften very successful in

identifying motives.



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Qualitative Measures of Motives

Table 4.7 (excerpt)


This method, including the tool termedZMET, was discussed in detail in Chapter 2.

DuPont used this method to study womensemotions regarding pantyhose.

METAPHORANALYSIS

This method consists of having customerstell real-life stories regarding their use ofthe product under study.

Kimberly-Clark used this method to developpull-ups.

STORYTELLING

In this method, respondents are presentedwith words, one at a time, and asked to saythe first word that comes to mind.

WORD ASSOCIATIONAND SENTENCECOMPLETION


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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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All rights reserved. No part of this publication may be reproduced, stored in aretrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior writtenpermission of the publisher. Printed in the United States of America.

Copyright 2010 Pearson Education, Inc. publishing asPrentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 43

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