This document discusses various theories of consumer motivation. It covers Maslow's hierarchy of needs, McClelland's learned needs theory, classical and operant conditioning, vicarious learning, opponent-process theory, optimum stimulation levels, the desire to maintain behavioral freedom, the motivation to avoid risk and attribute causality. It also discusses factors that influence risk perception and strategies to reduce risk. Theories of motivation provide insights into consumer goal-directed behaviors and how marketers can appeal to different motivations.

1. Chapter 5: Consumer Motivation

2. What is Motivation? An activated state within a person that leads to goal-directed behavior. Needs Feelings Desires

3. Motivation begins with the recognition of a need. Need recognition: a perceived discrepancy exists between an actual and a desired state of being Needs can be either innate or learned. Needs are never fully satisfied.

4. Two Types of Needs: Utilitarian needs Expressive needs

5. Some General Theories of Motivation Broad theories of motivation Maslow’s hierarchy of needs

6. Maslow’s Hierarchy of Needs

7. McClelland’s Theory of Learned Needs Achievement Affiliation Power Uniqueness

8. Classical Conditioning Unconditioned Stimulus (meat powder) elicits Conditioned Stimulus (bell ringing) Conditioned Response (salivation) Unconditioned Response (salivation) paired with elicits

9. Classical Conditioning US Michael Jordan elicits CS Nike CR Admiration UR Admiration paired with elicits

10. Operant Conditioning The process in which the frequency of occurrence of a bit of behavior is modified by the consequences of the behavior. Reinforcers Positive reinforcers Negative reinforcers Secondary reinforcers Punishers Analysis of contingencies of reinforcement

11. Operant Conditioning (continued) Schedules of reinforcement Extinction Discriminative stimuli Shaping consumer responses

12. Vicarious Learning People foresee the probable consequences of their behavior. People learn by watching the actions of others and the consequences of these actions (i.e. vicarious learning). People have the ability to regulate their own behavior.

13. Factors Increasing a Model’s Effectiveness The model is physically attractive. The model is credible. The model is successful. The model is similar to the observer. The model is shown overcoming difficulties and then succeeding.

14. Midrange Theories of Motivation Opponent-Process Theory Optimum Stimulation Levels The Desire to Maintain Behavioral Freedom The Motivation to Avoid Risk The Motivation to Attribute Causality

15. I. Opponent-Process Theory The immediate positive or negative emotional reaction is felt. A second emotional reaction occurs that has a feeling opposite to that initially experienced. The combination of the two emotional reactions results in the overall feeling experienced by the consumer. Priming

16. II. Optimum Stimulation Level A person’s preferred amount of physiological activation or arousal. Activation may vary from very low levels (e.g. sleep) to very high levels (e.g. severe panic). Individuals are motivated to maintain an optimum level of stimulation and will take action to correct the level when it becomes to high or too low. Variety seeking Motivation for hedonic experiences

17. III. The Desire to Maintain Behavioral Freedom Psychological reactance Two types of threats can lead to reactance: Social threats Impersonal threats Three conditions lead to reactance: Consumers believe they have a choice The choice is threatened The choice is important

18. IV. The Motivation to Avoid Risk Perceived risk Negative outcomes of a decision Probability these outcomes will occur

19. 7 Types of Consumer Risks. Financial Performance Physical Psychological Social Time Opportunity Loss

20. Factors Influencing Perception of Risk Individual characteristics Situation/nature of task Characteristics of product or service How consumers process information

21. Six risk-reduction strategies are: Be brand loyal Buy through brand image Buy through store image Seek out information Buy the most expensive brand Buy the least expensive brand

22. V. The Motivation to Attribute Causality Internal attribution External attribution Fundamental attribution error

23. Augmentation-Discounting Model Discounting Augmenting

24. Managerial Implications of Motivation Positioning and Differentiation Environmental Analysis Research Marketing Mix Segmentation