Sharq Institute of higher
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.
Motivation is the biological, emotional,
rational, and/or social force that activates and
Which forces motivate consumers to buy?
In consumer Behavior can say that motivation
directed and move people to buy something.
The most basic motivation
these needs are related to the human need for
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.
When the consumer considers convenience,
cost savings, safety, warranties, ease of
Than the consume will be motivated to buy
Peer pressure, parents, and guardians can
be a strong motivator.
Celebrities also influence the consumer in the
form of celebrity endorsements eg. Clothing,
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,
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.
Alderfer’s ERG Theory
Consumers are motivated to fill 3 categories of
Organized in a hierarchy – people must satisfy the
most basic needs (existence) before moving up
Remind you of anything?
Back to the list
Take a look at each of the 10 items you
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
MASLOW’S NEED THEORY
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.
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).
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.