Module II a_Motivation-1.pptx of mba students

LEARNIG OBJECTIVES
 To understand how motives, needs, and goals shape consumer behavior.
 To understand the systems of classifying needs.
 To understand the impact of hidden motives on consumer behavior.
 To understand why and how consumers use technology.
 To understand personality development.
 To understand how personality traits shape consumer behavior.
 To understand brand personification.
 To understand the impact of self-image on consumer behavior.
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Cart abandonment
Startups

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P2P lending machine fires on all cylinders amid slackened bank loan disbursals
https://economictime
s.indiatimes.com/ind
ustry/banking/financ
e/banking/p2p-
lending-machine-
firing-on-all-
cylinders-amid-
slackened-bank-loan-
disbursals/articlesho
w/87232970.cms?ut
m_source=contentofi
nterest&utm_mediu
m=text&utm_campai
gn=cppst

MOTIVATION
is the driving force that
impels people to act and
reflects the reason or
reasons one has for acting
or behaving in a
particular way.
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https://marketingwithsaif.com/m
otivation/

THE PROCESS OF MOTIVATION
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https://marketingwithsaif.com/
process-of-motivation/

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THE ESSENTIALS OF CONSUMER MOTIVATION
 NEEDS (unfulfilled)
 GOALS
 FRUSTATION AND TENSION
 MOTIVE OR DRIVE
 PERSONAL FACTORS
 PERSONLITY
 PERCEPTION
 LEARNING
 ATTITUDE

NEEDS
 BIOGENIC NEEDS
 PHYCHOGENIC NEEDS
Biogenic needs sustain physical
existence, e.g., food, water, air,
protection of the body, and sex.
Motivational forces that are learned
from our parents, social environment,
and interactions with others.
https://en.wi
kipedia.org/
wiki/Need
3/15/2024 CB 8
https://marketingwithsaif.com/needs-
goalsessentials-of-consumer-motivation/
Physiological Tension
Psychological Tension

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The ad in Figure targets drivers by showing parents’ concerns for their children’s
safety when the youngsters get off a school bus. The slogan “It shouldn’t be this
dangerous” urges drivers to stop when they see flashing lights and ensure that
kids get home safely.

NEED AROUSAL
Caused by biological stimuli, emotional or cognitive processes, or stimuli in the outside environment.
 PHYSIOLOGICAL AROUSAL
 COGNITIVE AROUSAL
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THE ESSENTIALS OF CONSUMER MOTIVATION- Cont..

Cognitive Arousal
The ad reminds consumers that a steak without ketchup
is “missing something”-that is, Heinz Ketchup.
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Dettol leads in Innovation:
No Touch Hand Wash System
by Reckitt Benckiser
https://www.business-
standard.com/article/press-releases/dettol-leads-
in-innovation-no-touch-hand-wash-system-by-
reckitt-benckiser-111121500078_1.html

GOALS
Sought after outcomes of motivated behavior.
 GENERIC GOALS (NEEDS)
 PRODUCT SPECIFIC GOALS (WANTS)
The motivation to select goals can be either POSITIVE or NEGATIVE.
We may feel a driving force toward some object or condition or a
driving force away from some object or condition.
APPROACH OBJECT
AVOIDANCE OBJECT
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http://consumerbehavio
ur4vtu.blogspot.com/20
09/03/motivation.html

An Appeal Focused on Achieving Goals.
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NEEDS AND GOALS ARE INTERDEPENDENT
Study identified several factors that motivate people to go shopping:
o Seeking specific goods
o Recreational shopping
o Activity specific shopping
o Demand specific shopping
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NATURE OF HUMAN NEEDS
 Needs Are Never Fully Satisfied
 New Needs Emerge as Old Ones Are Satisfied
 Success and Failure influence Goals

FRUSTRATION AND DEFENCE MECHANISM
The feeling that
results from failure
to achieve a goal.
Cognitive and behavioral
ways of handling
frustration in order to
protect one’s self esteem.
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THE ESSENTIALS OF CONSUMER MOTIVATION- Cont.. https://marketingwithsaif.com/tension-
frustrationessentials-of-consumer-motivation/

The primary DEFENCESthat people use
to cope with frustration are:
 Aggression
 Rationalisation
 Regression
 Withdrawal
 Projection
 Daydreaming
 Identification
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SYSTEMS OF NEEDS
 MURRAY’S PSHYCHOGENIC NEEDS
 MASLOW’S HIERARCHY OF NEEDS
 TRIO OF NEEDS
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MURRAY’S PSYCHOGENIC NEEDS
https://en.wikipedia.org/wiki/M
urray%27s_system_of_needs
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“A need is a drive that has the potential to prompt
a behavior from the person.”
https://marketingwithsaif.com/mur
rays-pshychogenic-needs/
Murray organized his needs into five groups: ambition,
materialistic, power, affection, and information
need.
Later on, the psychologist Allen Edwards developed a self-
administered personality inventory that became one of the most
widely used tools in the study of personality traits.
Murray believed that although each need is important in and of itself, needs
can be interrelated, can support other needs, and can conflict with other
needs.
For example, the need for dominance may conflict with the need for
affiliation when overly controlling behavior drives away friends, family, and
spouses.

Need for Order
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A theoretical framework consisting of five levels of human needs,
which rank in order of importance from lower-level (biogenic) needs
to higher-level (psychogenic) needs. The theory states that individuals
seek to satisfy lower-level needs before higher-level needs.
MASLOW’S HIERARCHY OF NEEDS
Refer:
Notes on Marketing Management
 Validity of Maslow’s theory
 Marketing applications of
Maslow’s theory
https://en.wikipedia.org/wiki/Maslow
's_hierarchy_of_needs
Abraham Harold Maslow
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https://marketingwithsaif.com/m
aslows-hierarchy-of-needs/
Be all you can be

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https://www.youtube.com
/watch?v=eQPNrsdArQs

TRIO OF NEEDS
It is another framework for organizing human needs:
Individually, each of the
three needs can affect
consumer motivation.
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David Clarence McClelland
https://marketingwithsaif.com/trio-
of-needs/
 NEED FOR POWER
 NEED FOR AFFLIATION
 NEED FOR ACHIEVEMENT
“ n Pow”
“ n Aff”
“ n Ach”
Ego, self esteem
Scoial

MOTIVE: THE DRIVING FORCE
MOTIVATIONAL RESEARCH: An Overview
A “term of art” that refers to qualitative studies conducted
by Dr. Ernest Dichter in the 1950s and 1960, which
were designed to uncover consumers’ subconscious or hidden
motivations in the context of buying and consumption.
 QUALITATITVE RESEARCH
 QUANTITATIVE RESEARCH
PROJECTIVE TECHNIQUES
o Story telling
o Role playing
o Word association
o Sentence completion
THEMATIC APPERCEPTION TEST
Henry A. Murray
o Picture drawing
o Photo sorts
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Motive: Aggression

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Photo Sorts
“The fit that makes the fashion”

MOTIVES AND TECHNOLOGY
• Knowing why consumers interact with brands online
allows marketers to increase engagement that
ultimately leads to sales.
• Several studies investigated the motivations of
consumers to interact with brands on the internet:
i. Interested in buying and comparing products’ features
online.
ii. Find personalizing products fun.
iii. Receiving good customer service.
iv. Winning prizes and receiving free product samples.
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PERSONALITY
Personality represents inner psychological characteristics that both
determine and reflect how we think and act.
The emphasis in this definition is on INNER characteristics—those specific
qualities, attributes, traits, factors, and mannerisms that distinguish one
individual from other individuals.
Personalities affect the
way consumers respond
to marketers’
promotional efforts, and
when, where, and how
they consume most
products or services.
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CHARACTERISTICS OF PERSONALITY
 PERSONALITY REFLECTS INDIVIDUAL DIFFERENCES
 PERSONALITY IS CONSISTENT AND ENDURING
 PERSONALOTY CAN CHANGE
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APPROCHES TO UNDESTANDING THE IMPACT OF PRSONALITY ON CONSUMER BEHAVIOUR
 FREUDEAN CONCEPT
 NEO-FREUDEAN PREMISES
 MEASURING DISTINCT TRAITS
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A theory maintaining that unconscious needs or
drives, especially biological and sexual ones, are at
the heart of human motivation and personality.
Freud maintained that personalities form as infants
progress and develop in the course of five stages:
oral, anal, phallic, latent, and genital. An adult’s
personality is determined by how well people deal
with the crises they experience during each stage.
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https://marketingwithsaif.com/freu
dian-theory/

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While we’re aware of the conscious, the
preconscious contains easily accessible
memories, and the unconscious houses deep-
seated desires and memories, influencing
behavior despite being largely inaccessible.
Freud (1915) described the conscious mind, which
consists of all the mental processes of which we are
aware, and this is seen as the tip of the iceberg. For
example, you may be feeling thirsty at this moment
and decide to get a drink.
Iceberg Theory

Freud proposed that the human
personality consists of three
interacting systems:
 ID
 SUPEREGO
 EGO
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Freud proposed that the human personality consists of three interacting systems:
ID
 SUPEREGO
 EGO
The id is the “warehouse” of primitive and impulsive
drives—basic physiological needs such as thirst, hunger, and
sex—for which the individual seeks immediate satisfaction
without concern for the specific means of satisfaction.
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An Appeal to Id-Like Primitive Drives:
Feeling Like a Diva
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https://ttkhealthcare.co
m/consumer-products/

 ID
SUPEREGO
 EGO
The superego is the individual’s internal expression of
society’s moral and ethical codes of “proper” or “correct”
conduct. The superego’s role is to see that individuals
satisfy their needs in a socially acceptable fashion. Thus,
the superego is a kind of “brake” that restrains or inhibits
the impulsive forces of the id.
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 ID
 SUPEREGO
EGO
The ego is the individual’s conscious control. It is a cognitive
monitor that balances the impulsive demands of the id and
the sociocultural constraints of the superego.
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i. https://www.slideshare.net/muha
mmadhussayn110/advertising-
and-freudian-theory
ii. http://thebehaviorists.blogspot.co
m/2014/10/how-id-ego-and-
superego-are-used-in.html
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Neo-Freudian theory posits that, in addition to
Freud’s concepts, social relationships are crucial
factors in the development of personality.
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Alfred Adler viewed human beings as seeking to attain
various rational goals, which he called style of life.
He also placed much emphasis on the individual’s efforts to
overcome feelings of inferiority (i.e., by striving for superiority).
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Harry Stack Sullivan, another Neo-Freudian,
stressed that people continuously attempt to
establish significant and rewarding relationships with
others. He focused on the individual’s efforts to
reduce tensions such as anxiety.
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Karen Horney—a Neo-Freudian—studied the impact of
child – parent relationships on the individual’s desire to reduce
anxiety, and proposed that there are three groups of people:
A. Compliant individuals are those who move toward others
and wish to be loved, wanted, and appreciated.
B. Aggressive individuals are those who move against others
and desire to excel and win admiration.
C. Detached individuals are those who move away from
others and seek independence, self-reliance, self-
sufficiency, and life without obligations.
CAD Scale
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PERSONALITY TRAITS
Personality traits are inner psychological
characteristics that distinguish one
individual from other individuals.
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INNOVATORS VS LAGGARDS
Innovativeness is the degree of a consumer’s willingness to adopt
new products and services shortly after the products are introduced.
One study discovered four motivational factors that inspire consumer
innovativeness:
Functional factors reflect interest in the performance of an innovation.
Hedonic factors relate to feeling gratified by using the innovation.
Social factors reflect the desire to be recognized by others because of
one’s pursuit of innovations.
Cognitive factors express the mental stimulation experienced by using an
innovation.
Consumers who are open to
new ideas and are among the
first to try new products,
services, or practices.
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INNOVATORS VS LAGGARDS
Whereas most researchers view innovativeness as a single personality
trait, one study identified three levels of innovativeness:
Global Innovativeness: A trait that exists independent of any product-
related context and represents the “very nature” of consumers’
innovativeness.
Domain-Specific Innovativeness: A narrowly defined activity within a
specific domain or product category.
Innovative Behavior: Actions or responses that indicate early
acceptance of change and adoption of innovations (e.g., being among
the first to purchase new and different products or services)
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OPEN VS CLOSE MINDED
DOGMATISM
A personality trait representing one’s degree
of cognitive rigidity—the opposite of being
open-minded—toward information and
opinions contradictory to one’s own.
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CONFORMITY VS INDIVIDUALITY
INNER DIRECTED OTHER DIRECTED NEED FOR UNIQUENESS
Consumers who rely on their own
inner values and standards in
evaluating new products, and are also
likely to be consumer innovators.
Consumers who look up to others for
guidance as to what is appropriate or
inappropriate and are unlikely to be
consumer innovators.
Need for uniqueness is defined as an
individual’s pursuit of differentness
relative to others that is achieved
through the acquisition of consumer
goods in order to enhance one’s
personal and social identity.
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An Appeal to Inner-
Directed Consumers
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NOVEL AND COMPLEX OR SIMPLE AND SAFE EXPERIENCES
OPTIMUM STIMULATION LEVEL (OSL)
A personality trait that reflects the degree
to which a person likes novel, complex,
and unusual experiences (i.e., high OSL),
or prefers simple, uncluttered, and calm
existence (i.e., low OSL).
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SENSATION SEEKING
Novelty seeking is a personality trait that leads consumers
to prefer variety, that includes exploration of new brands
and novel ways of doing things.
one’s need for varied, novel, and complex sensations and
experiences, and the willingness to take risks for the sake of
such experiences.
NOVELTY SEEKING
o Exploratory purchase behaviour
o Vicarious exploration
o innovativeness
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PREFERENCE FOR THINKING
NEED FOR COGNITION (NFC) measures a person’s craving for
or enjoyment of thinking.
Consumers who are high in NFC respond to ads that contain a
lot of product-related information and descriptions, whereas
consumers who are relatively low in NFC are attracted to the
background or peripheral aspects of an ad, such as an
attractive model or well-known celebrity.
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PREFERENCE FOR WRITTEN OR VISUAL
VERBALISERS
VISUALISERS
People who respond favorably to verbal
messages and pay less attention to visual
and pictorial messages.
People who respond favorably to visual
and pictorial messages and pay less
attention to verbal messages.
• Object visulaisers
• Spatial visualisers
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An Appeal to Both
Visualizers and Verbalizers
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IMPORTANCE OF POSSESSIONS MATERIALISM
A personality trait that gauges the extent to
which an individual is preoccupied with the
purchase and display of nonessential and often
conspicuous luxury goods.
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COMPULSIONS AND FIXATIONS
Compulsive consumers are addictive and out-of-control buyers
who often cause damaging consequences for both the
compulsive shopper and those around him or her. Examples of
compulsive consumption problems are uncontrollable
shopping, gambling, drug addiction, alcoholism, and even
eating disorders.
3/15/2024 CB 64

COMPUSIONS AND FIXATIONS
Fixated consumers are collectors and
hobbyists who tend to accumulate items
that are related to their interests and
show them off to friends and others who
have similar interests. People collect
anything - from free items, such as
matchbooks from hotels and restaurants
they have visited around the world, to
glass paperweights that cost thousands of
dollars, to vintage motorcycles and cars,
art, and century-old wines.
Fixated consumers share the following characteristics:
 A passion for and interest in the category of what they
collect.
 A willingness to invest a lot of effort in adding to their
collections.
 A willingness to spend a lot of time and discretionary (or
other) income searching and buying more items for their
collections.
 An aggressive competitiveness at auctions
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CONSUMER ETHNOCENTRICISM
A personality trait representing
one’s tendency toward buying or
not buying foreign-made products.
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PERSONALITY AND COLOUR
https://www.forbes.com/sites/for
besagencycouncil/2019/05/17/th
e-colors-of-
branding/#606444376931
3/15/2024 CB 67

ANTHROPOMORPHISM
Assigning human characteristics to an object.
BRAND PERSONIFICATION
Communicating human
features of a brand in
advertising.
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Some of the underlying DIMENSTIONS of brand personality:
Excitement Modern, imaginative, innovative
Sophistication Associated with social status and trendy
Affection Likeable and personable
Popularity Sought after, in demand
Competence Reliable, proficient, credible
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PRODUCT PERSONALITY AND GENDER
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PRODUCT PERSONALITY AND GEOGRAPHY
Assam tea
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sELF PERCEPTION
SELF IMAGE
Self-image is defined as how
people perceive themselves.
Consumer behavior researchers identified four
components of self-image:
Actual self-image is the way consumers see themselves.
Ideal self-image is how consumers would like to see
themselves.
Social self-image is how consumers feel others see
them.
Ideal social self-image is how consumers would like
others to see them.
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 THE EXTENDED SELF
 ALTERING THE SELF
Researchers suggested that possessions are extensions
of self in the following ways:
ACTUALLY, by allowing oneself to do things that
otherwise would be very difficult or impossible to
accomplish (e.g., problem solving by using a computer)
SYMBOLICALLY, by making oneself feel better (e.g., being
considered the “best dressed” at work).
CONFERRING STATUS OR RANK, for example, being an art
collector and owning a rare and well-known
masterpiece.
FEELINGS OF IMMORTALITY by leaving valuable bequests
after death
Consumers’ possessions can
confirm or extend their self-images.
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 THE EXTENDED SELF
 ALTERING THE SELF
Researchers discovered two types of vanity:
PHYSICAL VANITY , which is an excessive concern
with or an inflated view of one’s physical
appearance.
ACHIEVEMENT VANITY , which is an excessive
concern with or an inflated view of one’s personal
achievements.
Sometimes consumers wish to change or
improve their selves.
VANITY reflects one’s self-image, and often
originates in acting self-important, being self-
centered, and admiring one’s own appearance and
achievements.
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The brand endears itself to its target by
reflecting their inherent aspirations.
3/15/2024 CB 76

VAIN excessively proud of or concerned about one's own
appearance, qualities, achievements.
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3/15/2024 CB 78
CASE STUDY: PAYTM
......Doc_2022Case Studies_2022CB_Case Study_Paytm.docx
Kotler,p-80
https://paytm.com/

MD SAIFULLAH KHALID
Saif.kh92@gmail.com
Contact:8434186087
BLOG: https://marketingwithsaif.com/
3/15/2024 CB 79

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