Uncover Insightful User Journey Secrets Using GA4 Reports
Consumer Motivation
1. Copyright 2007 by Prentice Hall
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Chapter 4
Consumer Motivation
2. 4 - 2
Chapter Outline
• Model of the Motivation Process
• Goals
• Motives
• Needs
• Motivational Research
3. 4 - 3
Needs and Motivation
• Needs are the essence 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.
5. 4 - 5
Types of Needs
• Innate Needs
– Physiological (or biogenic) needs that are
considered primary needs or motives
• Acquired Needs
– Learned in response to our culture or
environment. Are generally psychological
and considered secondary needs
6. 4 - 6
Is a body spray
an innate or
acquired
need?
7. 4 - 7
Goals
• The sought-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
8. 4 - 8
Figure 4-2a
Goals Structure for Weight Control
9. 4 - 9
Figure 4-2b
Goals Structure for Weight Control
10. 4 - 10
Figure 4-2c
Goals Structure for Weight Control
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The Selection of Goals
• The goals selected by an individual
depend on their:
– Personal experiences
– Physical capacity
– Prevailing cultural norms and values
– Goal’s accessibility in the physical and
social environment
13. 4 - 13
Discussion Question
• What are three generic goals you have set for
yourself in the past year?
• What are three product-specific goals you
have set in the past year?
• In what situations are these two related?
• How were these goals selected? Was it
personal experiences, physical capacity, or
prevailing cultural norms and values?
14. 4 - 14
Motivations and 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
15. 4 - 15
Rational versus 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
16. 4 - 16
Discussion Question
• What products might be purchased
using rational and emotional motives?
• What marketing strategies are effective
when there are combined motives?
17. 4 - 17
The Dynamic 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
18. 4 - 18
Substitute Goals
• Are used when a consumer cannot
attain a specific goal he/she anticipates
will satisfy a need
• The substitute goal will dispel tension
• Substitute goals may actually replace
the primary goal over time
19. 4 - 19
Frustration
• Failure to achieve a goal may result in
frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.
20. 4 - 20
Defense Mechanism
• Methods by which people mentally
redefine frustrating situations to
protect their self-images and their self-
esteem
21. 4 - 21
What type of
defense
mechanism is
this
spokesperson
using in this
ad?
24. 4 - 24
Philosophies Concerned with
Arousal of Motives
• Behaviorist School
– Behavior is response to stimulus
– 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
26. 4 - 26
Discussion Question
• 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?
27. 4 - 27
Table 4.3
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
28. 4 - 28
Table 4.3 (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
29. 4 - 29
This ad reflects
a need for
accomplishment
with a
toothpaste.
30. 4 - 30
A Trio of Needs
• Power
– individual’s desire to control environment
• Affiliation
– need for friendship, acceptance, and
belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and self-
actualization needs
31. 4 - 31
Measurement of Motives
• Researchers rely on a combination of
techniques
• Combination of behavioral, subjective,
and qualitative data
• Construction of a measurement scale
can be complex
32. 4 - 32
Motivational Research
• Qualitative research designed to
uncover consumers’ subconscious or
hidden motivations
• Attempts to discover underlying
feelings, attitudes, and emotions
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Qualitative Motivational
Research
• Metaphor analysis
• Storytelling
• Word association and sentence
completion
• Thematic apperception test
• Drawing pictures and photo-sorts
34. 4 - 34
Many Companies Specialize in
Motivational Research
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