CHAPTER FOUR

Consumer Motivation

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.
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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.

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Model of the Motivation Process Figure 4.2

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

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How Does this Ad Appeal to One s Goals?

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It Appeals to Several Physical Appearance-related goals.

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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

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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?

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Motivations and Goals

Positive Motivation A driving force toward some object or condition Approach Goal A positive goal toward which behavior is directed
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Negative Motivation A driving force away from some object or condition Avoidance Goal A negative goal from which behavior is directed away
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Blogger s Motivation - Table 4.1 (excerpt)

Construct Blogging for selfexpressing Blogging for life documenting Blogging for commenting Items 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. 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. 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 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 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.
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Blogging for forum participating Blogging for information seeking

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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 products might be purchased using rational and emotional motives? What marketing strategies are effective when there are combined motives?
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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 and higher 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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Frustration
Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.

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Defense Mechanisms- Table 4.2 (excerpt)

Construct Aggression Items 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 or the baseball player who physically intimidates an umpire for his call are examples of such conduct. So are consumer boycotts of companies or stores.

Rationalization People sometimes resolve frustration by inventing plausible reasons for being unable to attain their goals (e.g., not having enough time 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 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 relinquish rather than allow the other person to have it. Frustration may be resolved by simply withdrawing from the situation. For instance, 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.
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Withdrawal

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Arousal of Motives
Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

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How Does This Ad Arouse One s Needs?

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The Ad Is Designed to Arouse One s 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

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Types and Systems of Needs

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

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Murray s List of Psychogenic Needs

Needs Associated with Inanimate Objects Needs Reflecting Ambition, Power, Accomplishment, and Prestige Needs Connected with Human Power

Acquisition Conservancy Order Retention Construction

Superiority Achievement Recognition Exhibition Infavoidance

Dominance Deferrence Similance Autonomy Contrariance

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Murray s List of Psychogenic Needs (continued)

Sado-Masochistic Needs Needs Concerned with Affection between People Needs Concerned with Social Intercourse

Affiliation Aggression Rejection Nurturance Abasement Succorance Play

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Cognizance

Exposition

Maslow s Hierarchy of Needs Figure 4.10

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To Which of Maslow s Needs Does This Ad Appeal?

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Both Physiological and Social Needs

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To Which of Maslow s Needs Does This Ad Appeal?

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Egoistic Needs

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To Which of Maslow s 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 Maslow s Hierarchy of Needs? For each type of product, consider two brands. How do marketers attempt to differentiate their product from the competition?

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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
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To Which of the Trio of Needs Does This Ad Appeal?

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The Affiliation Needs Of Young, Environmentally Concerned Adults

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To Which of the Trio of Needs 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 are often very successful in identifying motives.
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Qualitative Measures of Motives Table 4.7 (excerpt)

METAPHOR ANALYSIS
This method, including the tool termed ZMET, was discussed in detail in Chapter 2. DuPont used this method to study women s emotions regarding pantyhose. This method consists of having customers tell real-life stories regarding their use of the product under study. Kimberly-Clark used this method to develop pull-ups. In this method, respondents are presented with words, one at a time, and asked to say the first word that comes to mind.
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STORYTELLING

WORD ASSOCIATION AND SENTENCE COMPLETION

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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 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.

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