The document discusses motivation in consumer behavior. It provides learning outcomes on understanding motivation concepts like needs versus wants and positive versus negative motivation. It also summarizes several theories of motivation, including Maslow's hierarchy of needs, Alderfer's ERG theory, and Freud's psychoanalytic theory. The key points are that motivation seeks to explain consumer behavior, and there are different motivation theories like Maslow, Freud, and others.

1. TOPIC 3
MOTIVATION
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2. Learning Outcomes
After this session you should be able to:
 Understand the basic concepts of Motivation
 Establish the difference between Positive and
Negative Motivation
 Understand the difference between Needs and
Wants
 Be able to apply the different theories of
Motivation i.e. Maslow, Freud etc.
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3. Personal Factors Influencing Buyer
Behaviour
PSYCHOLOGICAL
CULTURAL
Motivation
Culture
PURCHASE? Beliefs & attitudes
Sub-culture
Perception
Social class
Learning
PERSONAL
SOCIAL Age & life-cycle stage
Reference groups Occupation
Family Personality & self-concept
Roles & status Economic
03/12/13 Lifestyle 3

4. CONSUMER AS AN
INDIVIDUAL
Motivation Perceptio Learning Personal
n
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5. The field of motivation seeks to explain WHY
consumers behave as they do, and can be
defined as...
…The processes that move a person to behave in certain ways.
Activated state of need drives goal-directed
behaviour
There are different kinds of motivation at work within individuals:
1. POSITIVE
2. NEGATIVE
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6. Examples….
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7. Consumer Needs & Wants
In CB literature a distinction is made between these two terms:
Need
Want
Needs may be….Innate
Innate needs (Internal Motivation), according to Alderfer
(1972), are related to the gratification of existence needs i.e.
hunger, thirst, protection and sexual drives.
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8. Theories of Motivation
1. Maslow (1943) presented a hierarchy of needs:
5. Self-Actualisation
4. Esteem, respect
3. Love, belongingness
2. Safety, security
1. Physiological needs
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9. Level 1
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10. Level 2
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11. Level 3
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12. Level 4
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13. Level 5
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14. 2. Alderfer (1972) added a further dimension to
Maslows’ (1943) theory with the ERG model;
Level
5. Self-Actualisation
Growth
4. Esteem, respect
Relatedness
3. Love, belongingness
Existence 2. Safety, security
1. Physiological needs
Hanna (1980) provided a typology of consumer needs which closely parallels
Maslow’s yet is more focused on the needs consumers seek to satisfy through
purchasing behaviour.
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15. Theories of Motivation cont….
3. Sigmund Freud (1856-1939) considered innate motivation.
Freud, based on this type of motivation, developed his
Psychoanalytic Theory.
Superego
Conscious Level
Ego Subconscious Level
Id Unconscious Level
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16. 03/12/13 16

17. Theories of Motivation cont….
4. Harold Laswell (1948) - Theory of the Triple Appeal
5. Ernest Dichter et al 1950’s
6. Needs/Benefits Ladder
identify relevant needs & values
select relevant consumer benefits
find features producing these benefits
Needs Features Benefits
Identify needs Select relevant Convert features into
features benefits that satisfy needs
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18. Summary
 Positive and Negative Motivation
 Needs and Wants can be distinguishable
 Many different theories of Motivation i.e.
Maslow, Freud etc.
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19. Directed Reading
Essential
Schiffmann, L.G. & Kanuk, L.L. (2007) ‘Consumer Behaviour, 9th edition’,
Pearson Prentice Hall. Chapter 4.
Suggested reading:
Rodgers, M. (2004) ‘Challenging Maslow’. Brand Strategy,
December/January, p.29.
Arnolds, C.A. and Boshoff, C. (2002) ‘Compensation, esteem valence & job
performance: an empirical assessment of Alderfer’s ERG Theory’.
International Journal of HRM, 13:4 June, pp.697-719.
Stern, B.B. (2004) ‘The importance of being Ernest: commemorating
Dichter’s contribution to advertising research’. Journal of Advertising
Research, June, pp.165-169.
Trigg, A.B. (2004) ‘Deriving the Engel curve: Pierre Bourdieu and the social
critique of Maslow’s hierarchy of needs’. Review of Social Economy,
vol.LXII, no.3, Sept.
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