2. Learning Objectives
1. To Understand the Types of Human Needs and
Motives and the Meaning of Goals.
2. To Understand the Dynamics of Motivation,
Arousal of Needs, Setting of Goals, and
Interrelationship Between Needs and Goals.
3. To Learn About Several Systems of Needs
Developed by Researchers.
4. To Understand How Human Motives Are
Studied and Measured.
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3. Motivation as a Psychological Force
Motivation is the
driving force within
individuals that impels
them to action.
Needs are the essence
of the marketing
concept. Marketers do
not create needs but
can make consumers
aware of needs.
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4. Model of the Motivation Process
Figure 4.2
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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
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6. 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
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7. How Does this Ad Appeal to
Ones Goals?
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8. It Appeals to Several Physical
Appearance-related goals.
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9. The Selection of Goals
The goals selected by an individual depend on
their:
± Personal experiences
± Physical capacity
± Prevailing cultural norms and values
± Goals accessibility in the physical and social
environment
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10. Discussion Questions
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?
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11. 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
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12. Bloggers Motivation - Table 4.1 (excerpt)
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Construct Items
Blogging for
self-
expressing
I use my blog to free my mind when I am moody.
I express myself by writing in my blog.
My blog is the place where I express what I feel.
Blogging for
life
documenting
I use my blog as my diary to document my life.
By writing text and posting video/audio files, I keep a record of my life.
Blogging for
commenting
Im willing to comment on what other bloggers say.
Id like to respond to other blogs that I read (no matter if I know of the
blogger or not).
Id like to receive peoples comments on what I post on my blog.
Blogging for
forum
participating
Blogging helps me to make more like-minded friends.
In my blogroll I have friends with whom I can share things.
By blogging I interact with a set of blogs that have contents similar to
what I put in my blog.
Blogging for
information
seeking
Blogging helps me extract information behind events that interest me.
Blogging helps me explore more information about products and/or
services.
To me it is convenient to search for information by blogging.
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13. 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
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14. Discussion Questions
What products
might be purchased
using rational and
emotional motives?
What marketing
strategies are
effective when there
are combined
motives?
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15. The Dynamics 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
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16. 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
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17. Frustration
Failure to achieve a goal may result in
frustration.
Some adapt; others adopt defense
mechanisms to protect their ego.
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18. Defense Mechanisms- Table 4.2 (excerpt)
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Construct Items
Aggression In response to frustration, individuals may resort to aggressive behavior
in attempting to protect their self-esteem. The tennis pro
who slams his tennis racket to the ground when disappointed with
his game or the baseball player who physically intimidates an umpire
for his call are examples of such conduct. So are consumer
boycotts of companies or stores.
Rationalization People sometimes resolve frustration by inventing plausible reasons
for being unable to attain their goals (e.g., not having enough
time to practice) or deciding that the goal is not really worth pursuing
(e.g., how important is it to achieve a high bowling score?).
Regression An individual may react to a frustrating situation with childish or
immature behavior. A shopper attending a bargain sale, for example,
may fight over merchandise and even rip a garment that another
shopper will not relinquish rather than allow the other
person to have it.
Withdrawal Frustration may be resolved by simply withdrawing from the situation.
For instance, a person who has difficulty achieving officer
status in an organization may decide he can use his time more
constructively in other activities and simply quit that organization.
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19. Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
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20. How Does This Ad
Arouse Ones Needs?
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21. The Ad Is Designed to Arouse Ones Yearning
for an Adventurous Vacation by Appealing to
the Sense of Touch
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22. 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
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23. Types and Systems of Needs
Henry Murrays 28 psychogenic needs
Abraham Maslows hierarchy of needs
A trio of needs
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24. Murrays List of Psychogenic Needs
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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
25. Murrays List of Psychogenic Needs
(continued)
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Sado-Masochistic
Needs
Aggression
Abasement
Needs Concerned
with Affection
between People
Affiliation
Rejection
Nurturance
Succorance
Play
Needs Concerned
with Social
Intercourse
Cognizance
Exposition
33. Discussion Questions
What are three types of products related to
more then one level of Maslows Hierarchy of
Needs?
For each type of product, consider two
brands. How do marketers attempt to
differentiate their product from the
competition?
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34. A Trio of Needs
Power
± individuals desire to control environment
Affiliation
± need for friendship, acceptance, and belonging
Achievement
± need for personal accomplishment
± closely related to egoistic and self-actualization
needs
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35. To Which of the Trio
of Needs Does This Ad Appeal?
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36. The Affiliation Needs Of Young,
Environmentally Concerned Adults
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37. To Which of the Trio
of Needs Does This Ad Appeal?
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39. Power And Achievement Needs
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40. Measurement of Motives
Researchers rely on a
combination of
techniques
Qualitative research is
widely used
Projective techniques are
often very successful in
identifying motives.
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41. Qualitative Measures of Motives
Table 4.7 (excerpt)
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This method, including the tool termed
ZMET, was discussed in detail in Chapter 2.
DuPont used this method to study womens
emotions regarding pantyhose.
METAPHOR
ANALYSIS
This method consists of having customers
tell real-life stories regarding their use of
the product under study.
Kimberly-Clarkused this method to develop
pull-ups.
STORYTELLING
In this method, respondents are presented
with words, one at a time, and asked to say
the first word that comes to mind.
WORD ASSOCIATION
AND SENTENCE
COMPLETION
42. Motivational Research
Term coined in the 1950s by Dr. Ernest Dichter
Based on premise that consumers are not
always aware of their motivations
Identifies underlying feelings, attitudes, and
emotions
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