The document discusses consumer motivation and the motivational process. It defines motivation as the driving force that impels individuals to action. The motivational process involves needs, both innate and acquired, that give rise to motives. These motives then lead to the selection of goals, both positive and negative. Needs are never fully satisfied and new needs emerge as old needs are met. Motivation is influenced by success, failure, and defense mechanisms. Motives can be aroused physiologically, emotionally, and cognitively. The document also discusses measuring motivation through qualitative research methods.

1. CONSUMER MOTIVATION
By Balachandar K
Reference Book: Consumer behavior, Schiffman & Kanuk

2. Motivation – Definition
 Motivation is the driving force within individuals that
impels them to action.

3. Model of Motivational Process

4. Needs
 Innate Needs (Biogenic or Primary) – Physiological
needs
 Acquired Needs (Psychological or Secondary) –
Learned from culture or environment.
 Extrinsic Needs – Motivates an individual to achieve
end results.
 Intrinsic Needs – His/ her own comfort.
 MOTIVES – Positive and Negative
 Positive – Shaping up the body
 Negative – To avoid health problems

5. GOALS
 Generic Goals
 Product Specific Goals
The selection of Goals
 Personal experiences
 Physical capacity
 Prevailing cultural norms & values
 Goals accessibility in the physical and social environment
 Individuals characteristics

6.  Positive and Negative Goal
 Positive Goal( Approach Object) – towards which
behavior is directed.
 Negative Goal ( Avoidance Object) – behavior which is
directed away.
 Promotion and Prevention Focus
 Promotion – growth and development.
 Prevention – safety and security.
 Utilitarian and Hedonic
 Utilitarian – Utility
 Hedonic – feelings, to enhance satisfaction

7. Interdependence of Needs and Goals
 Needs and goals are interdependent; neither exists
without the other.
 Individuals are more aware of their physiological
needs than are of their psychological needs.

8. Rational Vs Emotional Motives
 Rational – people choose product which gives most
utility (size, weight, price and miles)
 Emotional – people select goals according to
personal or subjective ( eg: pride, fear, affection or
status)

9. Dynamics of Motivation
 Needs are never fully satisfied
 Needs emerge as old needs are satisfied
 Success and failure influence goals:
 Substitute Goals
 Frustration
 Defense Mechanism
 Aggression – express anger.
 Rationalization – they say the goal is worthless.
 Regression – childish behavior.
 Withdrawal
 Projection – blaming others
 Daydreaming / fantasizing.
 Identification – solving the issue by comparing with others.
 Repression or suppression, Sublimation – avoid thinking about the goal
itself.

10. Arousal of Motives
 Physiological Arousal
 Emotional Arousal
 Cognitive Arousal

11. Types and systems of Needs

12. Segmentation and promotional
applications

13.  Power e.g. ego needs
 Affiliation e.g. groups
 Achievement e.g. self confident
A trio of needs

14. Measurement of Motivation
 Qualitative Research
e.g. underlying feelings, attitudes, and emotions concerning
product, service or brand etc.
 Metaphor analysis
 Story telling
 Word association and sentence completion
 Thematic apperception test
 Drawing pictures and photo sorts