Motivation is the driving force within individuals that
impels them to action. Model of Motivational Process Needs Innate Needs (Biogenic or Primary) – Physiological needs
Acquired Needs (Psychological or Secondary) – Learned from
culture or environment.
Extrinsic Needs – Motivates an individual to achieve end
results.
Intrinsic Needs – His/ her own comfort.
MOTIVES – Positive and Negative directions
Positive – Shaping up the body Negative – To avoid health problems GOALS Generic Goals Product Specific Goals The selection of Goals Personal experiences Physical capacity Prevailing cultural norms & values
Positive and Negative Goal
Positive Goal( Approach Object) – towards which behavior is directed. Negative Goal ( Avoidance Object) – behavior which is directed away. GOALS One study found that consumers respond differently to different promotional appeals. Promotion and Prevention Focus Promotion – growth and development. Prevention – safety and security.
Another study found that utilitarian product futures
fulfills consumer's prevention goals while hedonic features fulfills promotion goals. Utilitarian and Hedonic Utilitarian – Utility (air bags) Hedonic – delight (six-speaker audio system) Interdependence of Needs and Goals Needs and goals are interdependent; neither exists without the other.
Individuals are more aware of their physiological needs
than are of their psychological needs. Rational Vs Emotional Motives Rational – people choose product which gives most utility (size, weight, price and miles)
Emotional – people select goals according to personal or
subjective ( eg: pride, fear, affection or status) Dynamics of Motivation Needs are never fully satisfied Needs emerge as old needs are satisfied
Success and failure influence goals:
Substitute Goals Frustration Defense Mechanism Aggression – express anger. Rationalization – they say the goal is worthless. Regression – childish behavior. Withdrawal Projection – blaming others Daydreaming / fantasizing. Identification – solving the issue by comparing with others. Repression or suppression, Sublimation – avoid thinking about the goal itself.