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Consumer Behavior motivation chap4


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Consumer Behavior

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Consumer Behavior motivation chap4

  1. 1. Chapter 4 Consumer Motivation Sharq Institute of higher Education Najeebhemat
  2. 2. MEANING OF MOTIVATION : Motivation is derived from the Latin word ‘movere’ which means ‘to move’ or ‘to energize’ or ‘to activate’. Motivation refers to the states within a person or animal that drives behavior toward some goals.
  3. 3. Consumer Motivation  Motivation is the biological, emotional, rational, and/or social force that activates and directs behavior.  Which forces motivate consumers to buy?  In consumer Behavior can say that motivation directed and move people to buy something.
  4. 4. Biological  The most basic motivation  these needs are related to the human need for survival such.
  5. 5. Emotional  Love, sympathy, joy, comfort, anger, fear, affection motivate the consumer to do things that are pleasurable or that protect them.  both motivation and emotion direct behaviors to do some something.  In consumer behavior we are motivated emotional to buy something.
  6. 6. Rational  When the consumer considers convenience, cost savings, safety, warranties, ease of purchase, etc.  Than the consume will be motivated to buy the goods/services.
  7. 7. Social  Peer pressure, parents, and guardians can be a strong motivator.  Celebrities also influence the consumer in the form of celebrity endorsements eg. Clothing, food, drinks….
  8. 8. Other theories  Thorndike’s Law of Effect  Consumers are motivated to  buy products that produce positive results (pleasure, safety, etc.)  avoid buying things that produce negative results (economic cost, emotional cost, inconvenience)  If the product having positive result they will try to buy it and if the product having negitive result they wont buy it at all.
  9. 9. Other theories  Alderfer’s ERG Theory  Consumers are motivated to fill 3 categories of needs  Existence Needs  Relatedness Needs  Growth Needs  Organized in a hierarchy – people must satisfy the most basic needs (existence) before moving up  Remind you of anything? G R E
  10. 10. Other theories  Maslow’s Hierarchy of Needs
  11. 11. Back to the list  Take a look at each of the 10 items you bought  Categorize each according to  The motivational force(s) that caused you to buy it  Biological, emotional, rational, social  The theory that best explains why you bought it  Thorndike, Alderfer, Maslow
  12. 12. MASLOW’S NEED THEORY  Needs arranged  5 levels of needs  Satisfaction of basic needs leads to the second level, then moving on to the third, fourth and ultimately the topmost level.
  13. 13. NEEDS  1. Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep.  2. Safety needs - protection from elements, security, order, law, stability, freedom from fear.  3. Love and belongingness needs - friendship, intimacy, trust and acceptance, receiving and giving affection and love. Affiliating, being part of a group (family, friends, work).
  14. 14.  4. Esteem needs - achievement, mastery, independence, status, dominance, prestige, self-respect, respect from others.  5. Self-Actualization needs - realizing personal potential, self-fulfillment, seeking personal growth and peak experiences.
  15. 15. Motivation - Maslow’s Hierarchy of Needs
  16. 16.  Thank you.