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The dynamics of motivation


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The dynamics of motivation

  1. 1. RMC RIFA MANDA CANDRAConsumer MotivationPrepared For Consumer Behavior, Bussines Administration
  2. 2. Consumer Motivation Motivation as a Psychological Force The Dynamics of Motivation Types and System of Needs The Measurement Motives
  3. 3. As a Psylogichal Force…
  4. 4. Figure 4.1 Model of the MotivationProcess Learning Needs Goal or wants, need Tension Drive Behavior and fulfill- desires ment Cognitive processe s Tension reduction
  5. 5. Needs & Goalsneeds goals
  6. 6. Needs
  7. 7. Goals
  8. 8. Negative Motivation PositiveMotivation
  9. 9. Rational Motives Emotional Motives
  10. 10. The Dynamicsof Motivation
  11. 11. 01• Motivation is highly dynamic construct that contantly changing• Needs and goals change and grow• Reasons why need-driven human acivity never ceases: – Needs are never fully satisfied – New needs emerge as old needs are satisfied
  12. 12. 02Achive Goals New & Higher Level of Goals Aspiration Goal Selection is often a Function of Success And Failure
  13. 13. 03
  14. 14. 04 DefenseMechanisms
  15. 15. 05 AggressionRationalization Regression Withdrawal Projection Autisms Identification Repression
  16. 16. 06• A consumer’s behavior often fulfills more than one need• Specifics goals are selected because they fulfill several needs• Prepotent Need
  17. 17. Types And Systems of Needs Hierarchy of Needs Segmentation and Promotional Applications PositioningApplications A Trio of Needs
  18. 18. Murrays List of Psychogenic NeedsNeeds Associated with Inanimate Objects:Acquisition, Conservancy, Order, Retention,ConstructionNeeds Reflecting Ambition, Power,Accomplishment, and Prestige:Superiority, Achievement, Recognition,Exhibition, InfavoidanceNeeds Connected with Human Power:Dominance, Deferrence, Similance, Autonomy,Contrariance
  19. 19. Murrays List of Psychogenic Needs Sado-Masochistic Needs : Aggression, AbasementNeeds Concerned with Affection between People:Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse: Cognizance, Exposition
  20. 20. Hierarchy of Needs Physilogical NeedsSafety Needs Social Needs Egoistic NeedsNeed forSelfActualization
  21. 21. Physicological Needs
  22. 22. Safety Needs
  23. 23. Social Needs
  24. 24. Egoistic Needs
  25. 25. Need for Self Actualization
  26. 26. An Evaluation of The Need Hierarchy and Marketing Application Hirarki Maslow teori kebutuhan mendalilkan hirarki lima tingkat kebutuhan manusia yang lebih tinggi menjadi kekuatan pendorong di belakang perilaku manusia sebagai kebutuhan tingkat rendah yang terpenuhi. Hirarki menawarkan kerangka kerja yang sangat berguna bagi pemasar untuk mencoba mengembangkan iklan yang sesuai untuk produk mereka.
  27. 27. Segmenting and Promotional Applications Kebutuhan hirarki sering digunakan sebagai dasar segmentasi pasar dengan spesifik iklan yang diarahkan ke satu atau lebih tingkat kebutuhan segmen. Sebagai contoh, Ford Taurus telah dirancang dan diiklankan akan terkesan sebagai mobil keluarga ( daya tarik sosial )
  28. 28. Positioning Applications Pengiklanan dilihat dari hirarki kebutuhan untuk posisi produk yaitu, memutuskan bagaimana produk harus dirasakan oleh konsumen. Sebagai Contoh, minuman bernutrisi (Kebutuhan Psikologis), ada juga untuk Kebutuhan Ego.
  29. 29. A Trio of Needs  Power  Affiliation  Achievement
  30. 30. Power
  31. 31. Affiliation
  32. 32. Achievement
  33. 33. Qualitative research designed to uncover consumers’ subconscious or hidden motivations.Motivational Consumers are not Research always aware of, or may not wish to recognize, the basic reasons underlying their actions.
  34. 34. “In the factory, we make product; inthe store we sell hope”. Charles Revson, the builder of the Revlon Cosmetics Empire
  35. 35. 38