Chap-2 Consumer Motivation.pptx

Chap-2 consumer needs and Motivation
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Chap-2
Consumer Motivation

Consumer Motivation
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Learning Objectives
After successfully completing this chapter the student will be
able to:
 Define Motivation
 Explain The Motivation Process
 Spell Out The Essentials Of Motivation
 Understand The Dynamic Nature Of Motivation
 Identify Different Types Of Arousals
 Explain Types And Systems Of Needs
 Evaluate The Need Hierarchy
 Identify & Explain A Trio Of Needs

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Definition of Motivation
Motivation can be described as the
driving force within individuals that
impels them to action.
This driving force is produced by state of
tension, which exists as a result of unfulfilled
needs.
 Individuals strive-both consciously and
subconsciously to reduce this tension through
behavior that they anticipate will fulfill their needs
and thus relieve them of the stress they feel.

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Model of The Motivational Process
Learning
Unfulfilled
Needs, Wants
and Desires
Tension
Drive Behavior
Goal Or
Need
Fulfillment
Tension
Reduction
.
Cognitive
processes

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Model of the Motivation Process
The model portrays motivation as a state
of need induced tension that exerts a
“push” on the individual to engage in behavior that
he/she expects will gratify a need and that reduce
the tension.
Whether gratification is actually achieved depends
on the course of action being pursued.
The specific courses of action that consumers
pursue and their special goals thinking
processes-cognition and previous learning.

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Needs
Every individual has needs.
 Needs can be innate (physiological
or biogenic or primary needs) and
acquired needs (psychological or
psychogenic or secondary needs).
Innate needs include the needs for
food, for water, for air, for clothing, for
shelter and for sex.
 They are needed to sustain biological
life.

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Acquired Needs
Needs that we learn in response to our
culture or environment.
These may include the needs for self-esteem,
for prestige, for affection, for power, and for
learning.
They result from the individual’s subjective
psychological state and from relationships
with others.
For example, to find a place to live fulfills an
important primary need for a newly
transferred executive.

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However, the kind of residence he rents
or buys may be the result of secondary
needs.
 He may seek, a place in which he and his
wife can entertain large groups of people
(fulfill social needs) and may want to live
in an exclusive community to impress his
friends and family (fulfill ego needs).
Thus, the house and individual ultimately
purchases serve both primary and
secondary needs.

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Goals
 Goals are sought-after results of motivated behavior.
 All behaviors are goal -oriented.
 Here, we are focusing on generic goals-general classes or
categories of goals that consumers select to fulfill their needs.
(Getting a graduate degree )
 Marketers are even more concerned with consumer’s product-
specific goals, specifically branded or labeled products they
select to fulfill their needs. (an executive may want to buy a
luxury car to signify to his friends that he is a success.)

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Means –End Analysis
Products and means expressing good health value
Good Health
Means Product
relax Red wine
Hot tub
Low sugar; low calories Diet cola
Cure head aches Pain reliever
Keep teeth Toothbrush
Cleanliness ; kill germs Dishwasher

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Good
Health
Means Product
Feel happy flowers
Learn about health Television
Mental health Books
Musical instrument
Start day right breakfast
Good diet Apples
Chicken

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Good
Health
Means Product
Nutrition , association with
goodness
Milk
Help with allergies Air conditioners
Rest bed
Stay trim skis
exercise Skis
Bicycle
Running shoes
Gardening
Golf
Tennis racquet
Exercise machine

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Good
Health
Means Product
Help digestion, low fat, fiber cereal
Natural Fruit
Vegetable
vitamins
Feel young Juice
yogurt
Energy,calcium,soothe
stomach
yogurt
Low cholesterol Chicken
fish

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o
Good
Health
Means Product
Good oil fish
Pure, no sediment Bottled water
Give healthy image cosmetics
Feel clean Soap
Deodorant
Shampoo
Source: Jeffery F. Durgee et al ; “Observations: Translating Values Into Product Wants “

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Determinants of Goal Selection
The goal selected by individuals
depends on: -
Personal experience
Physical capacity
Prevailing cultural norms and
values, and
The goals accessibility in a
physical and social environment.
Self–image (an individual’s own
perception of himself or herself)

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Interdependence of Needs and Goals
Needs and goals are interdependent;
neither exists without the other.
However, people are often not as aware
of their needs as they are of their goals.
Ex. A teenager may not
consciously be aware of his social
needs but may join a photography
club to meet new friends.

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 Individuals are usually more aware of their
physiological needs than their
psychological needs.
 Ex. Most people know when they are
hungry or thirsty or cold, and they
take appropriate steps to satisfy
these needs.
The same people may not consciously be
aware of their needs for acceptance, for
self-esteem, for status.
However, they subconsciously engage in
behavior that satisfies these psychological
needs.

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Positive and Negative Motivation
Motivation can be positive and
negative in direction.
Positive Motivation: is a driving force towards
some object or condition (needs, wants,
desires).
Negative motivation: is a driving force away
from some object or condition. (Fears,
aversions)
However, although positive and negative
motivational forces seem to differ dramatically
in terms of physical or emotional activity, they
are basically similar in that both serve to
initiate and sustain human behavior.
 Goals, too, can be positive or negative.

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A Positive Goal/Approach Object
A Positive Goal is one toward
which behavior is directed.
Ex. Middle-aged woman may have
a positive goal of fitness, so they join
a health club to work out regularly.
A Negative Goal/ Avoidance object.
is one from which behavior is directed
away.
Ex.Asmamaw may view getting fat
as a negative goal, and so he
joins a roadrunners club.

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Rational Versus Non Rational Motives
The term rationality in the traditional
economic sense assumes that consumers behave
relationally when they carefully consider all alternatives
and choose those that give them the greatest utility.
 In a marketing context, the term rationality implies
that consumers elect goals based on totally
objective criteria such as weight, price, or miles per
gallon.
Non-rational or emotional: motives imply the
selection of goals according to personal or subjective
criteria (the desire for individuality, pride, fear, affection,
status).
The assumption underlying this distinction is that
subjective or emotional criteria do not maximize
utility or satisfaction.

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 However, it is reasonable to assume
that consumers always attempt to
select alternatives that in their view
serve to maximize satisfaction.
Obliviously, the assessment of
satisfaction is a very personal process,
based on the individuals own need
structure as well as on past
behavioral and social or learned
experiences.

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Consumer researchers who subscribe to
the positivist perspective tend to view all
consumer behavior as rationally
motivated, and they try to isolate the
cause of such behavior so that they can
predict, and thus, influence, future
behavior.
Experientialists are interested in
studying the hedonistic pleasure that
consumption behavior provides, such
as fun, or fantasy, or sensuality.

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Motivation is the process that moves a person to
behave in certain ways how behavior gets started and
energized, sustained, directed and stopped.
(M)Major components of consumer motivation
(O)Overt, hidden, and multiple motives
(T)Tension reduction drives consumer behavior
(I) Internal and external forces impact motivation
(V)Consumer motivation has valence
(A)Consumers are motivated to achieve goals
(T)Consumers have a thirst for variety
(I)Consumer motivation reflects individual differences
(O)Consumers desire order in their world
(N)Consumers are guided by the need hierarchy

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Major Components Of Consumer Motivation
There are two major components of motivation:
Energy and Direction
Insights From the Energy Component: Energy
 Refers to the fact that all behaviors thinking, moving
looking and so on requires to expand an internal
supply of energy.
 Researchers who study the energy dimension use
physiological measures of the body’s arousal-
consumer’s pulse rates, blood pressures, brain waves,
and skin chemistries can offer all clues to the energy
dimension.
 Within consumer research these measures are used to
change consumer’s reactions to advertising, brand
names, and other marketing appeals.

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The Direction Component: Direction
 Is needed to channel our inner energies into productive
attractive behaviors and to allow us to behave efficiently.
 It refers to exactly which behavior is chosen from all those
possible and why.
 In general, motivation theory asserts that the direction
taken in a behavior is in large part determined by the
particular purpose we are trying to achieve, with that
behavior technically termed as purposive behavior.
 EX The primary motives involve the
purpose behind consumer’s decisions
to use entire classes of products.
 Why do some people drink alcoholic beverages,
while others do not?

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Selective Motives
Refer to consumer’s decisions as to exactly which
stores, brands, and model features will be used/
purchased.
The directional component thus underlies all
consumer decision to:
Purchase a product at all and
Choose a particular alternative from
that product class.
These are the essential underpinnings of consumer
demand in the market place and are of crucial
importance to the marketing field.

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O) Overt, Hidden, and Multiple Motives Motive
 is a concept used by researchers to explain the reasons
for behavior.
 Researchers can’t observe a person’s motives, only his or
her behavior-from that behavior; they must try to infer the
exact motives that caused it.
 A motive is a strong and persistent internal stimulus
around which behavior is organized.
 Consumers have multiple motives and some of these
motives are overt (consumers are well aware of the
reasons behind our behavior).
 While other is hidden in the minds of consumers
(consumers are themselves not aware of what these
motives are.)

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Multiple Motives, Multiple Acts
 It is clear that each of us has many motives that guide our
behaviors on a daily basis.
 Ex. Let’s say Azeb has been studying hard
and is motivated to break from her work to
relax.
Notice that there are many options available for this
purpose.(She could go to a movie, Play a racquetball,
Read a novel and so on)
It is also true that different motives might lead to the same
behavior. Ex. Azeb is seen in a restaurant.
She might be there because of hunger motive, because
she wanted a break from her studies, wanted to meet new
people and so forth.
 Simply observing consumer behavior therefore, won’t be
sufficient to detect the motives that are at work.

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Hidden Motives and the Unconscious Mind
Researchers have found that much of a person’s
actions are determined by influences of which
he or she is at the time completely unaware.
Consciousness levels
Level 1: Conscious Level
A level where the consumer is
well aware of those motivations.

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Level 2: Preconscious level
Are not currently known,
but they can be brought to
consciousness, if they can be
located and brought forth.

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Level 3: Unconscious level
Are buried deep beneath the water
itself and can’t be expected to
emerge at all under the
circumstances in which consumer
research is conducted, but instead it
is the area reserved for some
specially trained psychologists and
psychiatrists.

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Levels Of Consciousness Are Likened To A “Fishing Expedition”
Levels Of Conscious Similar to Motive status/ consumer
is
Conscious Level Air: above the surface Consciously aware of
Preconscious Level Water: Beneath the
surface
Not consciously aware
of, but can be brought to
the surface if can be
located
Unconscious Level Underground, beneath
the water
Deeply embedded/ not
available to
consciousness.

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This issue is best-explained Freud’s psychoanalytic
theory.These theories are built around three systems:
the Id, ego and the superego.
The id is the most basic system,
and is intimately related to a person’s
psychological system.
 The id is entirely unconscious, but very
powerful.
It is the source of our psychic energy behind all
behavior.
The psychic energy itself termed libido and operates
according to the pleasurable principle (libido means
“lust’ in Latin)
The id is entirely geared toward achieving
pleasure and avoiding pain.

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The ego is the system i.e.; in contact with the
external world and that develops to take charge of
the person’s actual behavior.
The ego is governed by the reality
principle-seeks to achieve the
pleasurable demands of the id in a
realistic way as possible.
Many of the id’s demands are quite
unrealistic
The ego must develop ways to
postpone them, or substitute feasible
gratifications to satisfy the id’s cravings.

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The superego has two functions i.e. to
reward “good” behavior and to “punish”
unacceptable actions by creating guilt.
Thus, the superego represents a person’s
“conscience” and works against the
unacceptable impulses of the id, rather
than seeking to mange them, as does the
ego.
The superego is primarily
unconscious, it represents ideal
rather than real behavior and strives
for perfection rather than
pleasurable.

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Hidden Motives and Marketing Research
Consumers are unaware of many of their
motivations, but some of these motivations
can be brought out if the ‘fishing’ is skillfully
done by researchers trained to undertake
this type of work.
This is the province of qualitative
research.
Qualitative research is the use of non-
statistical methods that encourage
consumers to reveal their thoughts,
feelings and motivations.
Qualitative research can be done either
in small groups or with individuals.

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Example
Focus Group Brings 8-12
Consumers from the target market together, seat
them in a conversational setting, and ask them to talk
freely about the subject.
 A trained moderator moves the discussion along,
ensuring that the client’s questions of interest do get
addressed, but also giving freedom to the group
members to express their opinions during the one-to-
two-hour session.

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In Depth Personal Interview:
One-to-one interview.
Qualitative research usually employs some
mix of direct and indirect questions with the
hope that the preconscious level will be
tapped as the discussion goes along.
Direct questions: ask for a consumer’s thoughts
or feelings in a direct manner, sometimes with
answer categories suggested, but usually with
some degree of freedom or “open-endedness”
“Women who wear pink lipstick are………. …”
“Lipsticks are. ………………”

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(T) Tension Reduction Dives Consumer Behavior
It provides the fundamental reason that
any behavior is undertaken at any point in
time.
The idea of tension reduction is drawn
form studies in biology of the human
body’s tendency to make adjustments to
remain in as steady a condition as
possible.
 Ex. We perspire in reaction to a rise
in body temperature; it is a natural
means of releasing heat and
keeping our temperature near
normal.

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Internal and External Forces Impact Motivation
The basic point of these frameworks is that
motivation is some times sparked internally
(e.g.; hunger) and sometimes sparked
externally (e.g.; a friend’s suggestion).
Once sparked, the direction the motivated
behavior will take is also determined partially by
internal factors and partially by external factors.
 Ex.A food purchase will be directed in part by a
person’s product preferences, but also perhaps
by what store is nearby and any sales prices
there.

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(V) Consumer Motivation Has Valence
 Valence is the degree of attractiveness (positive or
negative) that a particular object holds for a consumer.
 A valence is either positive-when a product is attractive to
us or negative-when it is unattractive to us.
 Valence also reflects the strength of the attraction-it can be
high or low, depending on how much we are attracted or
repelled by a product in question.
 The concept of valence occupied an important role within
Lewin’s field theory.
 Lewin identified three types of motivational conflicts, each
having two forces acting in opposite directions within a
given psychological field:

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The three types of motivational conflicts include:
Approach –Avoidance
 A class of motivational conflict in which a consumer wishes
to move both toward and away from the object.
 The consumer’s behavior in this approach depends on the
relative strength of the opposing forces.
 In a motivational sense, the consumer wishes to move
toward the positive features, but away from the negative
ones.
EX. Ad and sales people provide
product information to consumer to
strengthen approach force and
marketers use sales prices easy credit,
product guarantee to weaken
avoidance forces.

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Approach-Approach
A class of motivational conflict that occurs when a
consumer is attempting to decide between two
attractive alternatives.
Ex. To celebrate a successful semester Aster is trying to
decide between a trip to the seashore and a trip to
the mountains.
Avoidance-Avoidance
A class of motivational conflict that occurs when a
consumer is choosing between two behaviors with
negative valences.
 The person in this situation is motivated to move away
from both alternatives and is not likely to purchase
at all until his or her perceptions of the situation
shift.
This conflict arises usually in areas such health
problems.
 Ex. A small pad to numb the mouth rather

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(A) Consumers Are Motivated To Achieve Goals
This framework entry offers many useful marketing
implications.
 It represents one of the major schools of
motivation theory-the expectancy value often
called E X V approach.
It views a consumer as a problem solver approaching
purchasing situation as opportunities to achieve
positive goals that he/she may have.
The E x V approach places great
emphasis on how goals lead to specific
behaviors.
Thus, we evaluate each possible behavior-such as
purchase of a particular brand in terms of how
desirable we expect its consequences to be for us.

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(T) Consumers Have a Thirst for Variety
This entry expands upon the fundamental idea of
tension reduction the earlier “T” in our framework
by stressing that consumers are active as well as
reactive.
We consumers do not only try to relieve tensions: we
also enjoy being stimulated, even though this
increases our bodily tensions during the event such as
a movie.
 In a sense, then, we go through our lives as “tension
managers”.
 This framework entry has a broad array of
interesting implications for consumer behavior,
including such issues as why consumers are so
curious and interested in a variety and adventure.

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(I) Consumer Motivation Reflects Individual Differences
This framework entry refers to the fact that
consumers differ from each other in what,
where, and how they buy.
If we are to understand buying behavior, we
need to understand why these differences
occur.
Some of the individual differences we
observe are obliviously due to external
factors, such as income, age, and social
pressures.
Personality research has received
considerable attention in consumer behavior
and has yielded some surprising findings.

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(O) Consumer Desire Order in the World
This framework entry stresses that
consumers are motivated to do more than
simply acquire products and services-all
consumers are also motivated to
understand their world.
Attribution theory is a theory that people try
to estimate the causes for events they
encounter.
 Attribution occurs frequently in consumer
behavior, sometimes quite consciously
and sometimes not.

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Ex. “is he trying to sell me the premium
model because he believes it is better for me
or because his commission will be higher? “
Consumer attributions are also important
after purchasing evaluating product
performance.
If consumers are dissatisfied, will they attribute
the problem to themselves-“I must not have
operated right”?
The manufacturer “this is a shoddy product”,
the retailer or the sales person –“I will never go
there again”, they obviously do not care what
they sell to the customer,etc;

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(N) The Need Hierarchy Guides Consumers
The final framework entry shifts
our attention to the actual
content of motivated behavior.
 Here, we will focus on the
nature of needs or motives.

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The Dynamic Nature of Motivation
Motivation is a highly dynamic construct
that is constantly changing in reaction
to life experiences.
Characteristics of Motivation
a) Needs And Goals Are Constantly Changing
Needs and goals are constantly growing and
changing in response to an individual’s physical
condition, environment, interaction with
others and experiences.
As individuals attain their goals, they develop
new ones.
 If they do not attain their goals, they continue
to strive for old goals, or they develop
substitute goals.

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Reasons why need-driven human activity
never ceases include the following:
Existing needs are never completely
satisfied; they continually impel activity
designed to attain or to maintain
satisfaction
As needs become satisfied, new and
higher order needs emerge that cause
tension
People who achieve their goals set new
and higher goals for themselves

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b)Needs are never fully satisfied
Most human needs are never fully or
permanently satisfied.
 Ex.At fairly regular intervals
people experience hunger needs
that must be satisfied.
Most people regularly seek
companionship and approval from others
to satisfy their social needs.
 A person may partially or temporarily
satisfy a power need by working as
assistant to the CEO.

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c)New Needs Emerge as Old Needs are Satisfied
Motivational theorists behave that
higher-order needs emerge, as lower order
needs are fulfilled.
 Ex.A man who has largely
satisfied his basic psychological
needs may turn his efforts, to
achieve acceptance among his
neighbors by joining their
political clubs and supporting
their candidates.

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d)Success and failure influence goals
In general researchers have concluded that individuals
who successfully achieve their goals usually set
new and higher goals for themselves.
This is probably due to the fact that success makes
them more confident of their ability to reach higher
goals.
Conversely, those who do not reach their goals
sometimes lower their levels of aspiration.
Ex. A college senior who is not accepted
into medical school may try instead to
enter dental school; failing that, he may
study to be a pharmacist.

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Substitute Goals
When an individual can’t attain a specific goal or type,
of goal that he or she anticipates will satisfy certain
needs, behavior may be directed to a substitute
goal.
Continued deprivation of a primary goal may result
in the substitute goal assuming primary-goal status.
 Ex. A man who has stopped drinking whole
milk because he is dieting may actually
begin to prefer slim milk.
A woman who can’t afford a BMW may
convince herself that a Mazda Miata has
an image she clearly prefers.

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The substitute goal may be a defensive
reaction to frustration. Frustration
results from failure to achieve a goal.
The barrier that prevents attainment of
a goal may be personal to the
individual i.e., limited physical or
financial resources, or
It can be an obstacle in the physical or
social environment.

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Regardless of the cause, individuals
react differently to frustrating
situations.
Some are adaptive and mange to cope
up by finding their way around the
obstacle or, if that fails, by selection a
substitute goal.
Others are less adaptive and may
regard their in ability to achieve a
goal as a personal failure and
experience feelings of anxiety.

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Defense Mechanisms
People who can’t cope with frustration often
mentally redefine their frustrating situations in order
to protect their self-image and defend their self-
esteem.
Defense Mechanisms Include:
Aggression
Individual who experience frustration may resort to
aggressive behavior in attempting to protect their self-
esteem.
 Ex. Frustrated consumers boycotted
manufactures in an effort to improve product
quality and have boycotted retailers in an
effort to have prices lowered.

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Rationalization
Individuals redefine a frustrating
situation by inventing plausible reasons
for being unable to attain their goals
or they may decide that the goal really is
not worth pursuing.
Rationalizations are not deliberate
lies, since the individual is not fully
aware of the cognitive distortion that
occurs as a result of the frustrating
situation.

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Regression
People react to frustrating situations with childish or
immature behavior
 Ex.A shopper attending a bargain
sale, may fight over merchandise
and resort to tearing a garment
that another shopper will not
relinquish, rather than allow the
other person to have it.

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Withdrawal
Frustration is often resolved by simply withdrawing from
the situation.
 EX.A person who has difficulty achieving officer status in an
organization may simply quit that organization.
 Furthermore, he may rationalize his
resignation by deciding the organization is
not true to its stated ideals and its other
members are somewhat shallow.
He may decide to use his time more
constructively in other activities.

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Projection
An individual may redefine a
frustrating situation by projecting
blame for his or her own, failures and in
abilities on other projects or persons.
Ex. A driver who has an
automobile accident may blame
the other driver or the condition
of the road.

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Autism/Autistic Thinking
Refers to thinking i.e.; almost
completely dominated by needs and
emotions with little effort made to
relate to reality.
 Such daydreaming or fantasizing
enables the individual to attain
imaginary gratification of unfulfilled
needs.
Ex.A person who is shy and lonely
may daydream about a romantic love

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Identification
People resolve their feelings of frustration by
subconsciously identifying with other persons or
situations that they consider relevant.
Marketers often use this defuse mechanism as basis
for advertising appeals.
Such advertisements usually portray a stereotypical
situation in which an individual experiences a frustration
and then overcomes the problem that has caused the
frustration by using the advertised product.
 Ex. A fellow who has difficulty in attracting dates may
decide to use same mouth wash shampoo, or
clothing that “worked”, for the man in the
commercial.

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Repression
Individuals avoid the tension arising form frustration
by repression the unsatisfied need.
 Thus, individuals may forget a need; i.e.; they
force the need out of their conscious
awareness.
Ex. A couple that can’t have children may surround
themselves with plant or pets.
 The manifestation of represses needs in a socially
acceptable form is called sublimation.

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Multiplicity of Needs
A consumer’s behavior often fulfills more than one
need.
We buy clothing for protection and for modesty; in
addition; our clothing fulfills an enormous range of
personal and social needs.
Usually, however, there is one overriding need that
initiates behavior.
 Ex. A woman may want to lose weight because she
wants to wear more stylish clothing; she also may be
concerned about high blood pressure.
She might have noticed her husband admiring
slimmer girls on the beach.
Just, one of the reasons i.e.; her husband’s straying
eyes may serve as the triggering mechanism (the
proponent need).

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67
Needs and Goals Vary among Individuals
People with different needs may seek fulfillment
through selection of the same goals, while people
with the same needs, may seek fulfillment through
different goals.
 Ex. Five people may be active in a consumer
advocacy organization for different reasons:
protection consumer interests; concern about an
increase in counterfeit merchandise; organizational
meetings; enjoying the power of direction - a large
group enjoy the status provided by membership.
Similarly, true people may be driven by the same
need. Advancement and recognition through a
professional career.

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68
Arousal of Motives
The arousal of any particular set of needs at a
specific point in time may be caused by internal
stimuli found in the individual’s.
Physiological Arousal
Bodily needs at any one specific
moment in time are rooted in an
individual’s physiological condition at
that moment.
A drop in blood sugar level or starch
contractions will trigger awareness of a
hunger need.

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69
Secretion of sex hormones will awaken the sex
need.
 A decrease in body temperature will induce
shivering, which makes the individual aware of
the need for warmth.
Most of these physiological cues are involuntary
and arouse related needs that cause uncomfortable
tensions until they are satisfied.
 Ex. A shivering man may turn up the heat in
his home to relieve his discomfort and may
make a mental note to buy flannel pajamas.

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70
Emotional Arousal
Daydreaming may result in the arousal or
stimulation of latent needs.
People who are bored or frustrated in attempts to
achieve their goals often engage in autistic thinking.
 These thoughts tend to arouse dormant needs,
which may produce uncomfortable tensions that
“push” them into goal-oriented behavior.
 Ex.A young woman who dreams of
becoming a successful business
leader may enroll in graduate
business school.

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71
Cognitive Arousal
Random thoughts or personal
achievements can lead to a
cognitive awareness of needs.
 Ex.An advertisement that
provides reminders of home
might trigger instant yearning to
speak with one’s parents.

Consumer Motivation
72
Environmental Arousal
The set of needs activated at a particular time are
often determined without these ones, the needs
might remain dormant.
 Ex. The 6 O’clock news, the sight or smell of bakery
goods, fast-food commercials on TV, and the end of
the school day-all of these may arouse the need for
food.
 In such cases, modification of the environment
may be necessary to reduce the arousal of
hunger.
 A man who prides himself on his gardening may
see an advertisement for a tractor mower that
apparently works more efficiently than his own
rotary mower.

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73
Diversity of Needs Systems
The table below presents 44-human motives compiled in
1923 by Professor Daniel Starch of the Harvard Business School
for use as a copy appeal.
Appetite-hunger Respect for deity
Core of offspring Sympathy for others
Health Protection of others
Sex attraction Domesticity
Parental affection Social distraction
Ambition Devotion to others
Pleasure Hospitality
Warmth
Possession Imitation
Approval of others Courtesy
Gregariousness Play-sport
Taste Managing others
Personal appearance Coolness
Safety Fear-caution
Cleanliness Physical activity
Rest-sleep Manipulation
Home comfort Construction
Economy Style
Curiosity Humor
Efficiency Amusement
Competition Shyness
Cooperation Teasing

Consumer Motivation
74
Murray’s List of Psychogenic Needs
 Needs associated with in animate objects
 Acquisition, Conservancy, Order, Retention and Construction.
 Needs that reflect ambition, power accomplishment, and prestige:
 Superiority, Achievement, Recognition, Exhibition, (Inviolacy)
inviolate attitude, Intendance (to avoid shame failure, humiliation
ridicule), Dependence (defensive attitude) and Counteraction
(counteractive attitude).
 Needs concerned with human behavior
 Dominance, Deference, Simi lance (Suggestible attitude) and
Contrarians (to act differently from others).

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75
Sado-Masochistic Needs
Aggression and Abasement.
 Needs Concerned With Affection Between People
Affection, Rejection, Nurturance (to nourish, aid,
or protect the hopeless), Succorance (to seek aid,
protection, or sympathy) and Play.
 Needs Concerned With Social Intercourse (The Needs to
Ask and Tell):
Cognizance (inquiring attitude) and Exposition
(expositive attitude)

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76
Hierarchy of Needs
Dr. Abraham Maslow, a clinical
psychologist, formulated a widely
accepted theory of human motivation
based on the notion of a universal
hierarchy of needs.

77
Self-actualization
(Self –fulfillment)
Ego needs
(Prestige, status, self,
respect)
Social needs
(Affection friendship, belonging)
Safety and security needs
(Protection, order, stability)
Physiological needs
(Food, water, air, shelter, sex)
Maslow’s Hierarchy of Human Needs.

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78
Physiological Needs
These needs are required to sustain biological life.
(Food, water, air, shelter, clothing and sex).
 Ex.” For the man who is extremely and dangerously
hungry, no other interest exists but food, he emotes
only about food, he perceives only food and wants’ only
food”
Safety Needs
These needs include order, stability, routine, familiarity,
control over one’s life and environment, and
certainty-the knowledge, for example the individual will
eat dinner not only that day the following day but also
every day far into the future.
 Ex. Savings accounts, insurance policies,
education, and vocational training all satisfy the
need for security.

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79
Social Needs
These needs include such needs as love,
affection, belonging and acceptance.
People seek warm and satisfying
human relationships with other people
and are motivated by love for their
families.
Advertisers of personal care products
often emphasize this appeal in their
advertisements.
Ex. Why not bring the whole family to
your Mercedes-Benz dealer?

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80
Egoistic Needs
These needs can take either an inward or an
outward orientation, or both.
Inwardly directed ego needs:
reflect an individual’s need for self-
acceptance, for self-esteem, for
success, for independence, for personal
satisfaction with a job well done.
Outwardly directed ego needs:
Include the needs for prestige, for
reputation, for status, for recognition
from others.

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81
The presumed desire to “keep up with
the Jones’s “is a reflection of an
outwardly - oriented ego needs.
Unfortunately, the ego need is sometimes
fulfilled in dysfunctional ways.
The incredible increase in gun possession
among teenagers in inner city schools has
been attributed to the need for status and
“respect” from their peers.
It seems that the bigger the gun, the more
respect they believe they command

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82
Need for Self-Actualization
This need refers to an individuals
desire to fulfill his or her potential-
to become everything he or she is
capable of becoming.
 In Maslow’s words “What a man
can be, he must be.”

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83
An Evaluation of the Need Hierarchy
The need hierarchy has received wide acceptance
in many social disciplines because it appears to
reflect the assumed or inferred motivations of many
people in our society.
Some critics, however, maintain that Maslow’s
concepts are too general.
All the needs may become operational at the
same time
It can’t be tested empirically
There is no way to measure precisely how
satisfied one need must be before the next
higher need becomes operational
It is closely bound to the American culture

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84
Benefits of Hierarchy
It helps to understand consumer motivations
and is readily adaptable to marketing strategy
to satisfy each of the need levels.
 Ex. Individuals buy houses, food and clothing to
satisfy physiological needs; college training and
financial services are sold as ways of achieving
self-fulfillments.
 It offers a comprehensive framework for
marketers to develop appropriate advertising
appeals for their products.

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85
It is adaptable in two ways
i)It enables marketers to focus their advertising
appeals on a need level i.e.; likely to be shared by
large segments of the prospective audience.
Ex. Soft drink ads directed to teenagers often
stress a social appeal by showing a group of
young people sharing good times as well as
the advertised product.

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86
ii)It facilitates product positioning or
repositioning.
Ex. Most manufacturers of luxury cars
use status appeals-impress your
friends.
“You deserve the very best”.
Or even social appeals “ the
whole family can ride in
luxurious comfort”

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87
A Trio of Needs
Some Psychologists believe in the existence of a trio of
basic needs:
 The needs for power (A number of products such as
automobiles, lend themselves to promises of power or
superiority for users)
 For affiliation (They often select goods they feel will
meet the approval of friends)
For achievements (they are good prospects for
cleverly presented, innovative products, for do-it-
yourself projects, for older houses, and even for
moderately speculative stock issues)
These needs can each be subsumed within Maslow’s
need hierarchy; considered individually; however, they
each have a unique relevance to consumer motivation.

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88
Discussion Questions
1. Explain the relationship between motivation
and consumer activities.What marketing
implications come from understanding
consumer motivation?
After reading all the elements of
MOTIVATION framework, select the three
that you believe will be most useful for
marketing decisions.
Briefly describe your reasoning together
with examples, if possible.
Identify and explain basic characteristics
of motivation.

Consumer Needs and Motivation
89
2. Define the following arousals:
1. Physiological arousal
2. Emotional arousal
3. Cognitive arousal
4. Environmental arousal
3. Define the following defense mechanisms.
1. Give illustrative examples how people are trying to
redefine mentally; when they face frustrating situations.
2. Aggression, Rationalization, Regression, Withdrawal,
Projection, Autism, Identification, Repression.
4. What are the levels of Maslow's need hierarchy level,
and give an example of how consumer behavior relates
to it.

90
Thank you !!!

Chap-2 Consumer Motivation.pptx

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Chap-2 Consumer Motivation.pptx