Download - Schiffman cb10 ppt_04

Consumer Motivation

CHAPTERFOUR

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 Needs Developed by Researchers.

4. To Understand How Human Motives Are Studied and Measured.

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

Motivation as a Psychological Force

• Motivation is the driving force within individuals that impels them to action.

• Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.

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

Model of the Motivation ProcessFigure 4.2


Types of Needs

• Innate Needs– Physiological (or biogenic) needs that are

considered primary needs or motives

• Acquired Needs– Learned in response to our culture or

environment. Are generally psychological and considered secondary needs


Goals

• The sought-after results of motivated behavior• Generic goals are general categories of goals

that consumers see as a way to fulfill their needs

• Product-specific goals are specifically branded products or services that consumers select as their goals


How Does this Ad Appeal to One’s Goals?


It Appeals to Several Physical Appearance-related goals.


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


Discussion Questions

• What are three generic goals you have set for yourself in the past year?

• What are three product-specific goals you have set in the past year?

• In what situations are these two related?• How were these goals selected? Was it personal

experiences, physical capacity, or prevailing cultural norms and values?


Motivations and Goals


Blogger’s 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 for commenting

I’m willing to comment on what other bloggers say.I’d like to respond to other blogs that I read (no matter if I know of the blogger or not).I’d like to receive people’s 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 to what 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

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



• What products might be purchased using rational and emotional motives?

• What marketing strategies are effective when there are combined motives?


The Dynamics 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


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


Frustration

• Failure to achieve a goal may result in frustration.

• Some adapt; others adopt defense mechanisms to protect their ego.


Defense Mechanisms- Table 4.2 (excerpt)

18Chapter Four Slide

Construct Items

Aggression In response to frustration, individuals may resort to aggressive behaviorin attempting to protect their self-esteem. The tennis prowho slams his tennis racket to the ground when disappointed withhis game or the baseball player who physically intimidates an umpirefor his call are examples of such conduct. So are consumerboycotts of companies or stores.

Rationalization People sometimes resolve frustration by inventing plausible reasonsfor being unable to attain their goals (e.g., not having enoughtime 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 orimmature behavior. A shopper attending a bargain sale, for example,may fight over merchandise and even rip a garment that anothershopper 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 officerstatus in an organization may decide he can use his time moreconstructively in other activities and simply quit that organization.

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Arousal of Motives

• Physiological arousal• Emotional arousal• Cognitive arousal• Environmental arousal


How Does This AdArouse One’s Needs?


The Ad Is Designed to Arouse One’s Yearning for an Adventurous Vacation by Appealing to

the Sense of Touch


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


Types and Systems of Needs

• Henry Murray’s 28 psychogenic needs• Abraham Maslow’s hierarchy of needs• A trio of needs


Murray’s List of Psychogenic Needs


Murray’s List of Psychogenic Needs (continued)


Maslow’s Hierarchy of Needs Figure 4.10


To Which of Maslow’sNeeds Does This Ad Appeal?


Both Physiological and Social Needs


Egoistic Needs


Self-Actualization



• What are three types of products related to more then one level of Maslow’s Hierarchy of Needs?

• For each type of product, consider two brands. How do marketers attempt to differentiate their product from the competition?


A Trio of Needs

• Power– 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


To Which of the Trioof Needs Does This Ad Appeal?


The Affiliation Needs Of Young, Environmentally Concerned Adults


To Which of the Trioof Needs Does This Ad Appeal?


Affiliation Need


Power And Achievement Needs


Measurement of Motives

• Researchers rely on a combination of techniques

• Qualitative research is widely used

• Projective techniques are often very successful in identifying motives.


Qualitative Measures of MotivesTable 4.7 (excerpt)


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


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

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

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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