Chapter 4 Consumer Motivation

Chapter Outline Model of the Motivation Process Goals Motives Needs Motivational Research

Needs and Motivation Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. Motivation is the driving force within individuals that impels them to action.

Figure 4.1 Model of the Motivation Process

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

Is a body spray an innate or acquired need?

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

Figure 4-2a Goals Structure for Weight Control

Figure 4-2b Goals Structure for Weight Control

Figure 4-2c Goals Structure for Weight Control

Weight Control Giants weblink weblink

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

Discussion Question 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?

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

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

Discussion Question What products might be purchased using rational and emotional motives? What marketing strategies are effective when there are combined motives?

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

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

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

What type of defense mechanism is this spokesperson using in this ad?

Table 4.2 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 Needs and past experiences are reasoned, categorized, and transformed into attitudes and beliefs

Maslow’s Hierarchy of Needs Figure 4.10 weblink

Discussion Question 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?

Table 4.3 Murray’s List of Psychogenic Needs 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

Table 4.3 (con’t) 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

This ad reflects a need for accomplishment with a toothpaste.

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

Measurement of Motives Researchers rely on a combination of techniques Combination of behavioral, subjective, and qualitative data Construction of a measurement scale can be complex

Motivational Research Qualitative research designed to uncover consumers’ subconscious or hidden motivations Attempts to discover underlying feelings, attitudes, and emotions

Qualitative Motivational Research Metaphor analysis Storytelling Word association and sentence completion Thematic apperception test Drawing pictures and photo-sorts

Many Companies Specialize in Motivational Research weblink we blink

Chapter 4 Consumer Motivation

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Chapter 4 Consumer Motivation