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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

    4Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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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

    5Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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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

    6Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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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?

    10Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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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

    11Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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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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    Discussion Questions

    What productsmight be purchasedusing rational andemotional motives?

    What marketingstrategies are

    effective when thereare combinedmotives?

    14Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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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

    22Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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    Types and Systems ofNeeds

    Henry Murrays 28 psychogenic needs

    Abraham Maslows hierarchy of needs

    A trio of needs

    23Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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    Murrays List of Psychogenic Needs

    24Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

    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)

    25Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

    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

    26Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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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

    Needs Does This Ad Appeal?

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    Egoistic Needs

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    To Which of Maslows

    Needs Does This Ad Appeal?

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    Self-Actualization

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    Discussion Questions

    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?

    33Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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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

    3434Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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    To Which of the Trio

    ofNeeds Does This Ad Appeal?

    3535Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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    The Affiliation Needs Of Young,

    Environmentally Concerned Adults

    3636Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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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)

    41Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

    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