MOTIVATION
Consumer motivation. A marketer's job is to figure out what needs and wants
the consumer has, and what motivates the consumer to purchase. Motivation is
the drive that initiates all our consumption behaviors, and consumers have
multiple motives, or goals.
Model of the Motivation Process
Needs
A need is something that is necessary for organisms to live a healthy life. Needs
are distinguished from wants because a deficiency would cause a clear negative
outcome, such as dysfunction or death.
1. Innate needs(primary needs)
2. Acquired needs(secondary needs)
Goals
 Generic Goals
the general categories of goals that consumers see as a way to fulfill their
needs
e.g., “I want to get a graduate degree.”
 Product-Specific Goals
the specifically branded products or services that consumers select as their
goals
e.g., “I want to get an MBA in Marketing from Kellogg School of
Management.”
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
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
THE DYNAMICS OF MOTIVATION
 NEEDS ARE NEVER FULLY SATISFIED
 Multiplicity of needs and variation of goals
 Arousal of motives
Frustration: Failure to achieve a goal may result in frustration. Some
adapt; others adopt defense mechanisms to protect their ego
Defense Mechanism
Methods by which people mentally redefine frustrating situations to
protect their self-images and their self-esteem.
Defense Mechanisms
• Aggression
• Rationalization
• Regression
• Withdrawal
• Projection
• Autism
• Identification
• Repression
AROUSAL OF MOTIVES
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
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
Need to consider needs, attitudes, beliefs, etc. in understanding
consumer behavior
TYPES AND SYSTEMS OF NEED
Hierarchy of needs
An evaluation of the need hierarchy and marketing applications
A trio of needs
HIERARCHY OF NEEDS
Murray’s List of
Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition
A TRIO OF NEEDS
1. Power
individual’s desire to control environment
1. Affiliation
need for friendship, acceptance, and belonging
1. Achievement
need for personal accomplishment
closely related to egoistic and self-actualization needs
THE MEASUREMENT OF MOTIVES
Motivational research
Evaluation of motivational research
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.
CONCLUSION
Motivation is a driving force that impel them to action, the individuals
subconscious drive to reduce the need – induced, tensions, result s in behavior
that he or she anticipates will satisfy needs and thus brings the more comfortable
internal state