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Chapter 4 Consumer Motivation
The document discusses consumer behavior, focusing on the concepts of needs and motivation as central to marketing. It categorizes needs into innate and acquired types, explains the motivation process, and explores the dynamics of goals, including rational and emotional motives. Additionally, it touches upon the impact of frustration and defense mechanisms, as well as the methodologies used in motivational research to understand consumer decisions.
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Chapter 4 Consumer Motivation
- 1. Consumer Behavior, Ninth Edition Schiffman& Kanuk Consumer Motivation Prepared By: Prof. Nishant Agrawal
- 2. 4 - 2 Needsand Motivation • Needs are the heart of the marketing concept. Marketers do not create needs but can make consumers aware of needs. • Motivation is the driving force within individuals that impels them to action.
- 3. 4 - 3 Modelof the Motivation Process
- 4. 4 - 4 Typesof Needs • Innate Needs – Physiological (or biogenic) needs that are considered primary needs or motives. Ex. Food, water, cloth, shelter etc • Acquired Needs – Learned in response to our culture or environment. – It include need for self esteem, prestige, power and learning. – They are considered secondary needs
- 5. 4 - 5 Isa body spray an innate or acquired need?
- 6. 4 - 6 Goals •The sought / desire - after results of motivated behavior. • Generic goals are general categories of goals that consumers see as a way to fulfill their needs. • Product-specific goals are specifically branded products or services that consumers select as their goals.
- 7. 4 - 7 Figure4-2a Goals Structure for Weight Control
- 8. 4 - 8 Figure4-2b Goals Structure for Weight Control
- 9. 4 - 9 Figure4-2c Goals Structure for Weight Control
- 10. 4 - 10 WeightControl Giants weblink weblink
- 11. 4 - 11 TheSelection of Goals • The goals selected by an individual depend on their: – Personal experiences – Physical capacity – Current cultural norms and values
- 12. 4 - 12 DiscussionQuestion • What are three goals you have set for yourself in the past year? • How were these goals selected? Was it personal experiences, physical capacity, or prevailing cultural norms and values?
- 13. 4 - 13 Motivationsand Goals Positive • Motivation – A driving force toward some object or condition • Approach Goal – A positive goal toward which behavior is directed Negative • Motivation A driving force away from some object or condition • Avoidance Goal – A negative goal from which behavior is directed away
- 14. 4 - 14 Rationalversus Emotional Motives • Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon • Emotional motives imply the selection of goals according to personal or subjective criteria like pride, fear, status, affection etc.
- 15. 4 - 15 DiscussionQuestion • What products might be purchased using rational and emotional motives? • What marketing strategies are effective when there are combined motives?
- 16. 4 - 16 TheDynamic Nature of Motivation • Needs are never fully satisfied • New needs emerge as old needs are satisfied • People who achieve their goals set new and higher goals for themselves • Success and failure Influence Goals
- 17. 4 - 17 SubstituteGoals • When a consumer cannot attain a specific goal he/she anticipates will satisfy a need, behavior may be directed to substitute goal. • Substitute goals may actually replace the primary goal over time • Ex. Man who cannot afford a BMW may convince himself that a new sporty and less expensive car
- 18. 4 - 18 Frustration •Failure to achieve a goal may result in frustration. • Some adapt; others adopt defense mechanisms to protect their ego.
- 19. 4 - 19 DefenseMechanism • Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem
- 20. 4 - 20 Defense Mechanismis using in this ad
- 21. 4 - 21 DefenseMechanisms • Aggression • Rationalization • Regression • Withdrawal • Projection • Repression
- 22. 4 - 22 Arousal/ Action of Motives • Physiological arousal – Decrease in body temperature will induce shivering • Emotional arousal – People who are bored or who are frustrated in trying to achieve their goals • Cognitive arousal – People live in complex and highly varied environment, they experience many opportunity.
- 23. 4 - 23 PhilosophiesConcerned with Arousal of Motives • Behaviorist School – Motivation to be mechanical process – Elements of conscious thoughts are to be ignored – Consumer does not act , but reacts • Cognitive School – Behavior is directed at goal achievement – Needs and past experiences are reasoned, categorized, and transformed into attitudes and beliefs
- 24. 4 - 24 Maslow’sHierarchy of Needs
- 25. 4 - 25 DiscussionQuestion • What are three types of products related to more then one level of Maslow’s Hierarchy of Needs. • For each type of product – consider two brands. How do marketers attempt to differentiate their product from the competition?
- 26. 4 - 26 Table4.3 Murray’s List of Psychogenic Needs Needs Associated with Inanimate Objects: Acquisition, Conservancy, Order, Retention, Construction Needs Reflecting Ambition, Power, Accomplishment, and Prestige: Superiority, Achievement, Recognition, Exhibition, Infavoidance Needs Connected with Human Power: Dominance, Deferrence, Similance, Autonomy, Contrariance
- 27. 4 - 27 Table4.3 (con’t) Murray’s List of Psychogenic Needs Sado-Masochistic Needs : Aggression, Abasement Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse: Cognizance, Exposition
- 28. 4 - 28 Thisad reflects a need for accomplishment with a toothpaste.
- 29. 4 - 29 ATrio of Needs • Power • Power need related to Individual’s desire to control environment • Need to control other persons and various objects • Affiliation • need for friendship, acceptance, and belonging • Very much related to social need • Achievement • need for personal accomplishment • closely related to egoistic and self-actualization needs • People with high need for achievement to be more self confident
- 30. 4 - 30 Measurementof Motives • Researchers rely on a combination of techniques • Combination of behavioral, subjective, and qualitative data • Construction of a measurement scale can be complex • Technique: Page no 110
- 31. 4 - 31 MotivationalResearch • Qualitative research designed to uncover consumers’ subconscious or hidden motivations • Attempts to discover underlying feelings, attitudes, and emotions
- 32. 4 - 32 QualitativeMotivational Research • Metaphor analysis • Storytelling • Word association and sentence completion • Thematic apperception test • Drawing pictures and photo-sorts
- 33. 4 - 33 ManyCompanies Specialize in Motivational Research
- 34. 4 - 34 Endof Session “Life is 10% what happens to us & 90% how we react to it.”