MOTIVATION
Definition
Motivation is an inner state of arousal that
denotes energy to achieve a specific goal:
To Satisfy my needs.*
Motivation represents the drive to satisfy
needs through product purchase and
consumption
* Motivation comes from latin motus which means to move
Drive
The degree of arousal present due to a discrepancy
between the consumer’s present state and some ideal state
Motivation Process
Opportunity or Need (arousal , stress)
Two major components:
Energy (Strength) and
Direction
Goal
(equilibrium)
Behavior
(triggered by signal)
Does Marketing Create Needs?
Needs: internal state of tension caused by desiquilibrium
from an ideal or desired state.
Biogenic vs psychogenic: innate vs acquired.
Social vs Non social; functional, symbolic vs Hedonic.
Maslow Classification.
Wants: A Manifestation of the need created by personal
and cultural factors.
Mc Donald’s or Outback.
Non-for profit organization or golf membership.
Innate Needs
Physiological needs for food,
water, air, clothing, shelter,
and sex. Also known as
biogenic or primary needs.
Does Marketing Create Needs?
Needs: internal state of tension caused by desiquilibrium from an ideal or desired
state.
Biogenic vs psychogenic: innate vs acquired.
Social vs Non social; functional, symbolic vs Hedonic.
Maslow Classification.
Wants: A Manifestation of the need created by personal and cultural factors.
Mc Donald’s or Outback.
Non-for profit organization or golf membership.
Acquired
Needs
Needs that are learned in
response to one’s culture or
environment (such as the
need for esteem, prestige,
affection, or power). Also
known as psychogenic or
secondary needs.
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Exhibit 3.6: Types of Needs
Maslow’s Hierarchy of Needs
Figure 4.11
Appeal to
SelfActualization
Figure 4.12
Appeal to
Power
Needs
Figure 4.13
Appeal to
Affiliation
Needs
Figure 4.14
Appeal to
Achieveme
nt Needs
Criticisms of Maslow’s Hierarchy
 The application is too simplistic:
– It is possible for the same product or activity to satisfy
every need.
 It is too culture-bound:
– The assumptions of the hierarchy may be restricted to
Western culture
 It emphasizes individual needs over group needs
– Individuals in some cultures place more value on the
welfare of the group (belongingness needs) than the needs
of the individual (esteem needs)
Motivational
Research
Qualitative research
designed to uncover
consumers’
subconscious or hidden
motivations.
Consumers are not
always aware of, or
may not wish to
recognize, the basic
reasons underlying their
actions.
Motivations and Goals

Positive Motivation  Negative Motivation
– A driving force
– A driving force
toward some
away from some
object or condition
object or condition
 Approach Goal
 Avoidance Goal
– A positive goal
toward which
behavior is directed
– A negative goal from
which behavior is
directed away
Motivational Conflicts
 Approach-Approach Conflict:
– A person must choose between two desirable alternatives.
– Theory of Cognitive Dissonance: A state of tension occurs
when beliefs or behaviors conflict with one another.
Cognitive Dissonance Reduction: Process by which
people are motivated to reduce tension between beliefs
or behaviors.
 Approach-Avoidance Conflict:
– Exists when consumers desire a goal but wish to avoid it at
the same time.
 Avoidance-Avoidance Conflict:
– Consumers face a choice between two undesirable
alternatives.
Negative Consequences

The Partnership for a
Drug-Free America
points out the negative
consequences of drug
addiction for those who
are tempted to start.
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What Affects Motivation?
Perceived
Risk

Risk and
Involvement
Perceived Risk
Consumer Motivation :
Involvement

Involvement:
– A person’s perceived relevance of the object
based on his/her inherent needs, values, and
interests.


Object: A product or brand
Felt Involvement
–
–
–
–
Enduring
Situational
Cognitive
Affective
Consumer Motivation :
Involvement

Objects of Involvement
– Involvement with Product
–
–
–
–
–
Categories
Involvement with Brands
Involvement with Ads
Involvement with a Medium
Involvement with Decisions
Specifying the Object of
Involvement
Conceptualizing Involvement
High Involvement
Increasing Involvement through Ads

The Swiss Potato
Board is trying to
increase involvement
with its product. The
ad reads, “Recipes
against boredom.”
Customizing for Product Involvement
Strategies to Increase
Involvement
Appeal to hedonic needs
– e.g. using sensory appeals to generate attention
Use novel stimuli
– e.g. unusual cinematography, sudden silences, etc.
Use prominent stimuli
– e.g. larger ads, more color
Include celebrity endorsers
Build a bond with consumers
– Maintain an ongoing relationship with consumers
Measuring Involvement
 Teasing out the Dimensions of Involvement:
– Involvement Profile:
 Personal interest in a product category
 Risk importance
 Probability of making a bad purchase
 Pleasure value of the product category
 How closely the product is related to the self
– Zaichkowsky’s Personal Involvement Inventory Scale
 Segmenting by Involvement Levels:
– Involvement is a useful basis for market segmentation
Theories to explain Motivation ?
Freud’s theory or Psychoanalytic Theory
Ego : conscient part of psyche (perceptions, memory, feelings…).
Super ego : Judge. Dictate proper behavior. Socially learned (rules,
laws). Primarly unconscious.
Id : natural instincts, physiologically based, repressed, internal.
Use of theory in Marketing.
To satisfy three components.
To shake Id and free psyche energy.
Consumer Ability:
Resources to Act

Product Knowledge and Experience
 Cognitive Style
 Intelligence,Education, and Age
 Money
Consumer Opportunity





Time
Distraction
Amount of Information
Complexity of Information
Repetition of Information
The Challenge of Understanding
Consumer Motivation
Similar needs do not always lead to
similar behaviors.
Different needs may lead to similar
behaviors.
People don’t always want to disclose
real reasons for their actions
People don’t always know why they do
what they do--unconscious motivation
Efficiency do not always increase with
motivation
Different Appeals for Same
Goal Object