Motivation Motivation Process Model Positive vs Negative Motivational conflicts Approach-Approach conflict Approach-Avoidance conflict Avoidance-Avoidance conflict Motivating Consumers Research/studies

1. P R E S E N T A T I O N O N
CONSUMER
MOTIVATION
D E P A R T M E N T O F M A N A G E M E N T S T U D I E S
C E N T R A L U N I V E R S I T Y O F H A R Y A N A
Prepared by
Joydeep Singh 191103

2. MOTIVATION
• Motivation is the driving force within individuals that impels them to action. It is an
inner feeling that stimulates the action that is to be taken by an individual. It provides
a specific direction or, results in a response.
• Motivation occurs when a need is aroused that the consumer wishes to satisfy.
• Once a need has been activated, a state of tension exists that drives the consumer to
attempt to reduce or eliminate the need.

3. MOTIVATION PROCESS MODEL

4. POSITIVE MOTIVATION
• It is a response which includes enjoyment and optimism about the tasks that you are
involved in.
• Positive motivation induces people to do work in the best possible manner and to
improve their performance or achieving desired goals.

6. NEGATIVE MOTIVATION
• Negative motivation aims at controlling the negative effects and seeks to create a
sense of fear for the consumer.
• It is based on the concept that if an individual fail to take the desired action, he/she
will have to face unfavourable outcomes.
• The actions of the consumers are directed towards goals which avoid or reduce the
negative outcome.

8. POSITIVE VS NEGATIVE MOTIVATION

9. POSITIVE VS NEGATIVE MOTIVATION

10. MOTIVATIONAL CONFLICTS
• Goals can be positive or negative.
• A consumer wants to fulfil a variety of needs by using a product, therefore, there are
conflicts in his mind as to which motive must be given more importance.
Types of motivational conflicts
• Approach-approach conflict
• Approach-avoidance conflict
• Avoidance-avoidance conflict

11. APPROACH-APPROACH CONFLICT
• a person must choose between two desirable alternatives
• Comparative advertising with emphasis on highlighting key benefits in comparison to
other is a way a marketer could resolve this conflict.

12. APPROACH-APPROACH CONFLICT

13. APPROACH-AVOIDANCE CONFLICT
• In this the consumer is faced both by positive and negative consequences in the
purchase of a particular product.

14. RESEARCH
• Raffaele Zanoli, Simona Naspetti, Consumer motivations in the purchase of organic
food: A means‐end approach (2002), British Food Journal
• Even if organic products are perceived as difficult to find and expensive, most
consumers judge them positively.
• All consumers associate organic products with health at different levels of abstraction
and want good, tasty and nourishing products, because pleasure and wellbeing are
their most important values.

15. AVOIDANCE-AVOIDANCE CONFLICT
• A choice involving only undesirable outcomes produces avoidance-avoidance conflict.
• The choice can be seen as choosing between a ‘lesser of two evils’.
• Example - Gym
• There are two negative conflicts in this situation - Acquiring unwanted exercise
equipment & spending money.

16. MOTIVATING CONSUMERS
Motivating with Money
• Price cuts, specials, rebates, and coupons motivate purchase Resulting sales may
increase, but profits may not
• Attracts consumers less likely to repeat
• Price reductions may increase price sensitivity Consumer Motivation

18. RESEARCH
• Rajneesh Suri, Mary Long, Kent B Monroe, The impact of the Internet and consumer
motivation on evaluation of prices (2003), Journal of Business Research
• For the motivated subjects, a high price level was evaluated as higher in value when
the information load was excessive.
• when the motivated subjects did not have an excessive information load, they
evaluated the low price level as better value
• For less motivated subjects, the high price level was perceived higher in value and
quality than the low price level.

19. PROVIDING OTHER INCENTIVES
• Premiums, free products, contests, and sweepstakes are designed to motivate
consumers to purchase
• There are limitations and shortcomings for this strategy in addition to the products
offered as a premium being valued less.

20. ENHANCE PERCEIVED RISKS
• Perceived risk: consumers’ apprehensions about the consequences of their behavior
(buying and consuming the product)
• Greater perceived risk increases search
• Educating consumers about risks may motivate them to make more informed choices
that reduce exposure to risk

21. IMPLEMENT A LOYALTY PROGRAM
• Motivate repeat buying by providing rewards to customers based on how much
business they do with the company
• Tracks consumer purchases and provides estimates of Customer Lifetime Value

22. THANKYOU