What is CONSUMER

MOTIVATION??
encouraging power that activates behavior
and provides purpose and direction to that
behavior, i.e The reason for behavior.
In a consumer behavior context, the results
is a desire for a product, service, or
experience.
It is the drive to satisfy needs and wants,
both physiological and psychological,
through the purchase and use of products
and services


Motivational Process
Unfulfilled
Needs,
wants and
desires
Tension
Drive
Behavior
Goal or
need
fulfillment
Previous
learning
Cognitive
processes
Tension
reduction
Needs and Motivation
Needs are the essence of the marketing
concept. Needs is a key to a company's
survival, profitability, and growth in a highly
competitive marketplace is its ability to
identify and satisfy unfulfilled consumer
needs better. Marketers do not create
needs but can make consumers aware of
needs.
Motivation is the driving force within
individuals that impel them to action.

Types of Needs
Innate Needs
Physiological (or biogenic) needs that are considered
primary needs or motives, they are needed to sustain
biological life, they include the needs for food, water ,
air, clothing and shelter etc.
PRODUCTS: Medicines, mineral water, etc

Acquired Needs
Learned in response to our culture or environment.
They may include needs for self-esteem, prestige,
affection, power and learning. Are generally
psychological and considered secondary needs

PRODUCTS: clothing, furniture, cars, etc

Is a body spray
an innate or
acquired
need?
Goals
Goals are the sought after results of motivated
behavior.

Goals are set on the basis of their personal values and
they select the means which they believe will help
them their desired goals.


Model of the Goal Process
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
Research on personal goal orientation distinguished two
types of people

1. Persons with promotion focus are interested in their
growth and development, have more hopes and
aspirations and favor the presence of positive outcomes

2. Persons with a prevention focus are interested in
safety and security, are more concerned with duties and
obligation and favor the absence of negative outcomes.
TYPES OF GOALS:
Generic Goals: these are the general classes or categories of
goals that consumers see as a means to fulfill their needs.

Eg: a consumer wants to purchase a cell phone.



Product- specific Goals: these are those specifically
branded products and services that consumers select for goal
fulfillment.

Eg: a consumer wants to purchase only nokia handset.
Two types of Goals
Ideals: which represent hopes, wishes, and aspirations
Ought's: which represents duties, obligations, and
responsibilities.
Substitute Goals
Are used when a consumer cannot attain a specific goal
he/she anticipates will satisfy a need
The substitute goal will disperse tension
Substitute goals may actually replace the primary goal
over time(For example a woman who has stopped
drinking whole milk because she is dieting may actually
begin to prefer skim milk)

Interdependence of needs and goals
Needs and goals are interdependent; i.e neither exists without
the other. However people are often not as aware of their
needs as they are of their goals.
Eg: a person may not be aware of his or her personal needs but
may join a number of social networking sites to make new
friends.
NEEDS GOALS
Positive and Negative Goals
A positive goals is one toward which behavior is
directed; thus, it is often refereed to as an approach
object.
A negative goal is one from which behavior is directed
away and is referred to as an avoidance object.

Example: A middle aged woman with a positive goal of fitness may join a
health club to work out regularly. Her husband, who view getting fat as a
negative goal, joins a health club to guide his exercise. In the former case,
the wifes actions are designed to achieve the positive goal of health and
fitness; in the latter case, her husbands actions are designed to avoid a
negative goal- a unfit physique.
The Dynamic Nature 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; that is they raise their levels of
aspiration.(for example a college senior who is not accepted into medical
school may try instead to become a dentist or a podiatrist)
Needs and goals are interdependent; neither exists
without the other. However, people are often not as
aware of their needs as they are of their goals.
Most people know when they are hungry, thirsty, or cold, and they take
appropriate steps to satisfy these needs. The same people may not
consciously be aware of their needs for acceptance, self-esteem, or status.
They may, however subconsciously engage in behavior that satisfies their
psychological needs.
Rational versus emotional
motives
Rational motives: rationality implies that a consumer
behaves rationally by carefully considering all alternatives and
choosing the one which gives him the greatest utility.

Eg: size, weight, price, etc.

Emotional motives: emotional motives imply the selection
of goals according to personal or subjective criteria.

Eg: pride, affection, status, fear, etc.
The Dynamics of Motivation
1. Many needs are never fully satisfied, they continually
impel actions designed to attain or maintain satisfaction.

2. As needs become satisfied, new and higher-order
needs emerge that cause tension and induce activity.

3. People who achieve their goals set new and higher
goals for themselves.
Needs are never fully satisfied
Most human needs are never fully or permanently satisfied.

Eg: at fairly regular intervals throughout each day
individuals experience hunger needs that must be
satisfied.
New needs emerge as old needs
are satisfied
As soon as a consumer fulfills his lower order needs
simultaneously higher order needs emerge.

Success and failure influence
goals
Individuals who successfully achieve their goals usually
set new and higher goals for themselves; i.e they raise
their LEVELS OF ASPIRATION. This can be due to the
fact that their success in reaching lower goals makes
them more confident of their ability to reach higher goals.




Conversely, those who do not reach their goals
sometimes lower their LEVELS OF ASPIRATION
Substitute goals
When an individual cannot attain a specific goal or type
of goal that he or she anticipates will satisfy certain
needs, behavior may be directed to a SUBSTITUTE
GOAL.

Example :

Frustration
Failure to achieve a goal often results in feelings of
frustration . At one time or other, everyone has
experienced the frustration that comes from the inability
to attain a goal.
BARRIERS in attainment of goals:
Personal : limited physical resources or financial
resources.
Physical or social environment : a sudden
cancellation of holidays postpones
your much awaited trip.
Defense Mechanisms
Defense mechanisms means methods by which people
mentally redefine frustrating situations to protect their
self-images, ego and their self-esteem

Types of Defense Mechanisms:
Aggression
Rationalization
Regression
Withdrawal
Projection
Identification
Repression

Aggression
Rationalization
Regression
Withdrawal
Projection
Identification

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 with his
game. So are consumer
boycotts of companies or
stores.
Aggression
Rationalization
Regression
Withdrawal
Projection
Identification


People sometimes
resolve frustration by
create feasible
reasons for being
unable to attain their
goals(e.g not having
enough time to
practice) .
Aggression
Rationalization
Regression
Withdrawal
Projection
Identification


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 hand
over rather than allow the
other person to have it.
Aggression
Rationalization
Regression
Withdrawal
Projection
Identification


Frustration may be
resolved by simply
withdrawing from the
situation.
E.g 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.
Aggression
Rationalization
Regression
Withdrawal
Projection
Identification


An individual may
redefine a frustrating
situation by projecting
blame for his or her
own failures and
inabilities on other
objects or persons .
Thus the golfer who
misses a stroke may
blame his gold clubs
or his caddy.
Aggression
Rationalization
Regression
Withdrawal
Projection
Identification


People resolve feelings of
frustration by
subconsciously
identifying with other
persons or situations that
they consider relevant.
E.g If the viewer can
identify with the
frustrating situation, he or
she may very likely to
adopt the proposed
solution and buy the
product advertised.
Aggression
Rationalization
Regression
Withdrawal
Projection
Identification
Repression


Another way that
individuals avoid the
tension arising from
frustration is by
repressing the unsatisfied
need. Thus, individuals
may force the need out of
their conscious
awareness. E.g the
mother who is unable to
bear children may teach
school or work in a
library.
Arousal/Encouragement of Motives
Physiological arousal: A decrease in body temperature
will induce shivering, which makes the individual aware
of the need for warmth. Most of these physiological cues
are involuntary; however they arouse related needs that
cause uncomfortable tensions until they are satisfied.
Eg a person who is cold may turn up the heat in his
bedroom and also make a mental note to buy a warm
cardigan sweater to wear around the house.
Emotional Arousal: people who are bored or who are
frustrated in trying to achieve their goals often engage in
daydreaming(autistic thinking), in which they imagine
themselves in all sorts of desirable situation. These
thoughts tend to arouse dormant needs, which may
produce uncomfortable tensions that drive them into goal
oriented behavior.
A young woman who daydreams of a torrid romance
may spend her free time in Internet single chat rooms, a
young man who dreams of being a famous novelist may
enroll in a writing workshop.
Cognitive Arousal: Sometimes random thoughts can lead
to a cognitive awareness of needs. An advertisement
that provides reminders of home might trigger instant
yearning to speak with one parents. This is the basis for
many long distance telephone company campaigns that
stress the low cost of international long distance rates.
Environmental (or situational)Arousal: The set of needs
an individual experience at a particular time are often
activated by specific cues in the environment. Without
these cues, the needs might remain dormant.
E.g a young college student who constantly uses his cell
phone may see a new, slick-looking cell phone model
with more features displayed in a store window. The
exposure may make him unhappy with his old cell phone
and cause him to experience tension that will be reduced
only when he buys himself the new cell phone model.
Types and Systems of Needs
Henry Murrays 28 psychogenic needs
Abraham Maslows hierarchy of needs
35 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Four
Slide
Murrays List of Psychogenic Needs
36 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Four
Slide
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
Deferrence
Similance
Autonomy
Contrariance
Murrays List of Psychogenic Needs
(continued)
37
Sado-
Masochistic
Needs
Aggression
Abasement
Needs
Concerned with
Affection
between People
Affiliation
Rejection
Nurturance
Succorance
Play
Needs
Concerned with
Social
Intercourse
Cognizance
Exposition
Maslows Hierarchy of Needs

38 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Four
Slide
To Which of Maslows
Needs Does This Ad Appeal?
39 39
Both Physiological and Social Needs
40 40
To Which of Maslows
Needs Does This Ad Appeal?
41 41
Egoistic Needs
42 42
To Which of Maslows
Needs Does This Ad Appeal?
43 43
Self-Actualization
44 44