CONSUMER MOTIVATION
 In this presentation, we will give you a comprehensive
picture of consumer psychology. Marketers make the
consumers aware of their unfelt needs.e.g, Revlon
introduces new nail colors every fall & spring , through
heavy and effective advertising, which would persuade
their customers to buy their products in order o satisfy
their needs to appear more fashionable and attractive.
MOTIVATION:
 Motivation is the driving force within
individuals that impels them to action. This
driving force is produced by a state of tension,
which exists as a result of an unfulfilled need.
Individuals strive both consciously and
subconsciously to reduce this tension through
behavior that they anticipate will fulfill their
needs and thus relieve them of stress they feel.
The specific goals they select and the patterns
of action they take to achieve their goals are
the results of individual thinking and learning.
NEEDS:
 Every individual has needs: some are innate and others
are acquired. Innate needs are physiological
(biogenic): they include the needs for food, water, air,
clothing, shelter and sex. They are considered to be the
primary needs of individuals.
 Acquired needs are needs that we learn in response
to our culture or environment. They may include
needs for self-esteem, prestige, affection, power,
learning. They are the secondary needs or motives.
GOALS:
 Goals are the sought-after results of motivated
behavior. Individuals set goals on the basis of their
personal values and they select means to achieve those
goals
 For any given need, there are some appropriate goals.
The goals selected by individuals depend on their
personal experiences, physical capacity, prevailing
cultural norms and values, and the goals accessibility
in the physical and social environment.
GOALS:
 An individual’s personal characteristics and own
perception also influence the specific goals selected.
Research on personal goal orientation distinguished
two types of people:
 People with promotion focus are interested in their
growth and development, have more hopes and
aspirations and they favor the presence of positive
outcomes.
 People with a prevention focus are interested in the
safety and security, are more concerned with duties
and obligations and the favor the absence of negative
GOALS:
 Another study distinguished between two types of
goals:
 Ideals; which represent hopes, wishes and aspirations
 Oughts; which includes duties, responsibilities and
obligations
 The study showed that the people concerned with
ideals relied more on feelings and affects in evaluating
advertisements while people more concerned with
oughts relied more heavily on the substantive and
factual contents of the ads.
INTERDEPENDENCE OF GOALS
 Needs and goals are interdependent, neither exits
without the other. However, people are often not as
aware of their needs as they are of their goals. For
example, a teenager may not consciously be aware of
his social needs but may join a number of chat groups
online to meet new friends.
 Individuals are usually somewhat more aware of their
physiological needs than they are of their
psychological needs.
Motivation is highly dynamic
 If individual attain goal they either move to achieve
the higher goal or set new goals. if individual don't
obtain goal they strive for the old one or they develop
substitute goal
 Needs are never fully satisfied
 New needs emerge as old needs are satisfied
Success and failure influence goals
 Success and failure also influence goals. if individual is
good in taking snapshot or have been successful in
taking good snaps he might be motivated to buy
sophisticated camera on the other hand is the person
is not able to take good snap shot he might not be
motivated to buy the more complex and expensive
camera
Arousal of motives
 Physiological arousal:
A drop in the blood sugar level might be motivated
person to buy something that is sweet
 Emotional arousal
young women who daydreams of romance and love
might get motivated to spend time on matrimonial site
Arousal of motives
 Cognitive arousal:
a reminder that triggers the reminder of home might
motivate a person to buy a long distance phone cards
 Environmental arousal:
young college student might get motivated to
purchase a slick looking cell phone displayed or used
by his friends
HIERARCHY OF NEEDS
• Physiological needs
• Safety Needs
• Social needs
• Egoistic needs
• Need for self actualization
EVALUATION OF THE NEED HIERARCHY AND
MARKETING APPLICATIONS
• Five levels of need are sufficiently generic to encompass
most lists of individual needs.
• Major problem : can’t be measured empirically.
• Adaptable to marketers in two ways; enables to focus
advertising appeals on a need level and it facilitates
product positioning or repositioning.
SEGMENTATION AND PROMOTIONAL
APPLICATIONS
• Physiological needs.. E.g. health foods, medicines
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and low fat products
Safety Needs..E.g. insurance, preventive medical
services and home security systems
Social needs.. E.g. personal care and grooming
products(cosmetics, mouthwash, shaving cream) and
clothes
Egoistic needs.. E.g. expensive furniture, big cars,
furs
Need for self actualization.. E.g. adventure trips,
hobby-related products.
POSITIVE AND NEGATIVE MOTIVATION
 Motivation can be positive as well as negative in any direction. We may
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feel a driving force towards an object or certain condition or away too.
For example a person may be impelled towards a restaurant to fulfill
hunger need and away from motorcycle transportation to fulfill safety
need.
Some psychologists refer to positive drives as needs, wants or desires
and to negative drives as fears or aversions.
Although positive and negative motivation seem to differ in terms of
physical activity but they are similar in terms of sustaining human
behavior.
Needs wants and desires even lend to goals that can be positive as well
as negative.
A positive behavior is one towards which behavior is directed thus it is
often referred to as approach object.
A negative goal is the one from which the behavior is directed away and
is referred to as avoidance object.
QUANTITATIVE RESEARCH TECHNIQUES USED IN
MOTIVATIONAL RESEARCH
. Metaphor analysis
2. Storytelling
3. Word association and sentence completion
4. Thematic appreciation test
5. Drawing appreciation and photo sorts
1. Metaphor analysis
 ZMET named tool is used. Actually this analysis
was used to study things like women’s emotions
and also checked the affect of ads on them.
2. Storytelling
 This method consists of customers telling about their
real life stories regarding use of their product under
study.
 One application of story telling requires subjects to tell
story about someone else. For example persons that
are afraid to fly may feel embarrassed to elaborate on
the reasons for that fear when asked directly. But if
they are asked why an individual is afraid to fly,
subjects are likely to ascribe their own fears to another
person. So in doing so they project their own
apprehensions.
Word association and sentence
completion
 In this method respondents are presented with
word, one at a time and are asked to say the word
that comes to their minds.
 This method is highly useful in determining
consumers associations with existing brand names
and those under development.
Thematic appreciation test
 This method consists of showing pictures to
respondents and asking them to tell story about
each picture.
Drawing appreciation and photo sorts
 Visual images are often used to study consumer’s
perception of different brands and develop their
advertising strategies. It may also help in
repositioning of products.
Evaluation of motivational research
 Apart from criticism, it is considered as an important
tool to get deeper insights. As it might reveal
unsuspected consumer motivations concerning
product or brand usage
 It also provides marketers with a basic orientation for
new product categories and enables them to explore
consumer reactions to ideas and advertising copy at an
early stage to avoid costly errors.