This document discusses the role of motives in guiding consumer behavior. It defines motives as inner urges that prompt a person to action. Motivation is the process that initiates, guides, and maintains goal-oriented behavior. Motives serve several roles including defining basic strivings, identifying goal objects, influencing choice criteria, and deciding other influences. There are different types of buying motives such as emotional, rational, and patronage motives. Motives can be aroused through physiological, emotional, cognitive, and environmental means. Motive combinations also occur through linking and bundling. The dynamics of motivation involve needs never being fully satisfied, new needs emerging, and people setting higher goals as old ones are achieved.

1. Dipankar Dutta
Roll no- 15
MBA , 3rd Sem
Role of Motives in Guiding Behaviour

2. Meaning of Motives
• An inner urge
• That moves or prompts
• A person to action
Motive is an inner state that mobilizes bodily
energy and directs it in selective fashion
towards goals usually located in external
environment.
Motivation: is the process that initiates ,
guides and maintains goal oriented behavior.
eg- Need for food

3. Roles of Motive
1. Defining basic striving
- Example Safety, achievement or other
desired state which the consumer wants to
achieve
2. Identifying goals objects
-Products and service are the means by
which they can satisfy their motives.
-Motivational push influences consumer to
identify products as goal objects.

4. 3. Influencing choice criteria
- Motives can also guide a customer in
developing criteria for evaluating products.
- eg. Car buying motives can be many like
convenience, speed, mileage , style etc.
4. Deciding other influences
- Motives affects the determinants of
perception, learning, personality and how
people process information.

5. Types of
buying
motives
Emotional
buying
motives
Rational
buying
motives
Patronage
buying
motives
It prompts the prospects to
act as a result of an appeal
to some sentiment or
passions.
Like- Pride, jealousy, love
etc
It prompts an
prospects to act
because of an
appeal to project
better judgment
Like- Economy,
durability, desire
for money etc.
It prompts the
prospect to buy a
product from one
particular
company rather
than another.
Eg- bakery shop
( Favorable
location, good
salsman, credit
facility etc.

6. Arousal of Motives
• Physiological Arousal
• Emotional Arousal ( frustrated)
• Cognitive Arousal
( they read an ad after he
Can identify his need)
• Environmental Arousal

7. Motive combinations
Motive linking
-as motive can differ how specific they are
but sometime linking may occur in various
cases. Eg.- safety and durability( electric jar)
Motive bundling
- Realization that same product can satisfy
various motives at the same level of
satisfaction.
- Car can be transportation, social status,
luxury etc.

8. The dynamics of Motivation
• Needs are never fully satisfied.
• New needs are emerged as old needs are
satisfied.
• People how achieve their goals set new
and higher goals for themselves.