Marketing Management: Consumer Behaviour- Motivation & Reinforcement

1. Motivation & Reinforcement
By: Aishwarya Udaykumar
Ankita Deokar
Tanisha Jain
Zaheer Sayyed

2. Positive Motivation
– Nike - Just Do It
– Adidas - Impossible is Nothing
– Apple – Think Different
– Coca-Cola – Open Happiness

3. Negative
Motivation

4. Self Motivation:
– Truck Guy Deodorant
– https://www.youtube.com/watch?v=V-b3gn1Fuc8&list=PLGftDXgiENyl-
31zW2xBudGhcY_xN5j3E

5. Rational Motivation:
– A motive that can be defended by reasoning or logical argument.
– Example: Buying House or Car on Loan and Buying during Sales.

6. Positive Reinforcement
– Zappos, an online shoe retailer that has grown to dominate its niche, has
achieved its success through excellent customer service. An inherent
characteristic to quality customer service is going above and beyond a buyer’s
expectations.
– Zappos representative sent flowers to a grieving customer after the loss of her
mother. The recipient was so touched by the company’s good deed that she later
exclaimed on her blog:
– “IF YOU BUY SHOES ONLINE, GET THEM FROM ZAPPOS. With hearts like theirs,
you know they’re good to do business with.”

7. Negative Reinforcement
– Olay anti-ageing a skin cream advertisement that shows a model with
wrinkled skin is designed to encourage consumers to buy and use the
advertised skin cream.
– Fear appeals in advertising messages are examples of negative
reinforcement.
– Many life insurance commercials rely on negative reinforcement to
encourage the purchase of life insurance policies.
– Examples: Olay anti-ageing cream, CEAT Tyres, Fair and Lovely and
Fair and Handsome, Insurance advertisements and Safety messages.

8. Thank You!