MOTIVATION

Its the driving force within individuals that impels

them to action.
Motivation is a state of need-induced tension that
drives the individuals to engage in behaviour that
he/she believes will satisfy the need and thus
reduce the tension.
Developed due to the state of tension, as a result of
an unfulfilled need.
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Motivation can be of two major types:

Positive motivation
Negative motivation

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MODEL OF MOTIVATION PROCESS

Learning

Unfulfilled
needs,
desires and
wants

Tension

Drive

Behavior

Goal or
need
fulfillment

Cognitive
processes

Tension
reduction
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NEEDS
INNATE NEEDS
They are the physiological needs that include the
needs for food, water, air, clothing, and shelter.
They are also the primary needs.
ACQUIRED NEEDS
They are the needs that we learn in response to
our culture or environment.
They include needs for self-esteem, prestige,
affection, power and learning.
Since these needs are more psychological, so
they are often termed as secondary needs.
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INVOLVEMENT
Highlights and characterize differences in the
intensities of interests with which consumers
approach their dealings with the market place.
As a whole it incorporate two critical properties:
Intensity
Degree of arousal and
Directional influence

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DIMENSIONS OF INVOLVEMENT
Moderating factors
Opportunity to process
Ability to process

Antecedents
Person
Stimulus
Situation

Involvement
properties
Intensity
Direction
Persistence

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Response factors
Search
Information
processing
Decision

ANTECEDENTS
These are the bases or sources that interacts with
each other to generate the degree of involvement .
Person- For example a person who has a high
interest in economy will have a greater interest in
THE ECONOMIC TIMES.
Stimulus- A consumer shows more involvement
towards products/stimuli that he perceives to be
closely related to his values, beliefs, interests etc.
Situations- For e.g.. purchase of a rope for a
clothesline may not matter so much but if a rope is
required for a childs swing, the purchase becomes
more intense and involves
more involvement.
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INVOLVEMENT PROPERTIES
An internal state that has a directional influence on
how consumers will behave.
Have three main properties:
Intensity
Direction and
A level of persistence.
Intensity: Degree of involvement (high and low)
Direction: Focus or target of involvement
Persistence: Length of time during which the
consumer remains in state of involvement.
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RESPONSE FACTORS
Highlights how a consumer behaves under a
different involvement conditions.
Describes the mental and physical actions the
consumers gets engaged in.

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