Matakuliah
Tahun
: Perilaku Konsumen
: 2009

Figure 4.1 Model of the Motivation Process
Learning
Needs wants, and desires
Tension Drive Behavior
Goal or need fulfillment
Cognitive processes
Tension reduction
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Types of Needs
• Innate Needs
– Physiological (or biogenic ) needs that are considered primary needs or motives
• Acquired needs
– Generally psychological (or psychogenic ) needs that are considered secondary needs or motives
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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.”
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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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Figure 4.3
Achieving Goals by
Subscribing to a
Magazine
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Figure 4.4 Different Appeals for Same Goal
Object
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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
• 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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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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The Dynamic Nature 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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The Dynamic Nature 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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Figure 4.6 New and Higher Goals Motivate
Behavior
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Figure 4.7
Changing
Consumer Needs
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Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.
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Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.
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Table 4.2 Defense Mechanisms
• Aggression
• Rationalization
• Regression
• Withdrawal
• Projection
• Autism
• Identification
• Repression
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• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
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Figure 4.8
Cognitive Need
Arousal
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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
– Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior
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Self-Actualization
(Self-fulfillment)
Ego Needs
(Prestige, status, self esteem)
Social Needs
(affection, friendship, belonging)
Safety and Security Needs
(Protection, order, stability)
Physiological Needs
(Food, water, air, shelter, sex)
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Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power,
Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:
Dominance, Deferrence, Similance, Autonomy, Contrariance
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Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition
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Figure 4.10 Appeal to Egoistic Needs
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Figure 4.11 Appeal to Self-
Actualization
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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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Figure 4.12
Appeal to Power
Needs
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Figure 4.13 Appeal to Affiliation Needs
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Figure 4.14
Appeal to
Achievement
Needs
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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.
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