The document discusses various theories and factors related to consumer motivation. It describes how consumer motivation stems from the desire to satisfy both physiological and psychological needs. It outlines different types of consumer needs according to Maslow's hierarchy, including physiological needs, safety needs, love and belongingness needs, esteem needs, and self-actualization needs. The document also discusses motivational conflict that can arise when satisfying one need comes at the expense of another need. Marketers use benefit segmentation and various strategies to motivate consumers based on their different priority needs.

1. Consumer Motivation

2. Consumer Motivation Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption

3. Consumer Motivation Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption Gives insights into why people buy certain products

4. Consumer Motivation Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption Gives insights into why people buy certain products Stems from consumer needs: industries have been built around basic human needs

5. Types of Consumer Needs Physiological Needs Fundamental human needs, including food, water, and sleep

6. Types of Consumer Needs Safety and Health Needs Protecting our personal information and computers represents new types of safety needs Businesses provide a variety of products and services to appeal to safety and health conscious consumers

7. Safety and Health Needs

8. Types of Consumer Needs Need for Love and Companionship Humans are social creatures who need to experience and express love and companionship Services and products help individuals find and attract others Products are often used as symbols of love and caring

9. Love and Companionship

10. Types of Consumer Needs Need for Financial Resources and Security A need that includes others important to the individual

11. Need for Financial Resources and Security

12. Types of Consumer Needs Social Image Needs Conspicuous consumption : purchases motivated to some extent by the desire to show other people how successful they are Companies reinforce the notion that products enable users to communicate their social image

13. Social Image Needs

14. Types of Consumer Needs Need for Pleasure Products, services, and consumption activities provide fun and excitement

15. Consumers’ Need for Pleasure © SETH WENIG/Reuters/Landow

16. Types of Consumer Needs Need to Possess Consumers often acquire products simply because of their need to own such products— e.g., collectors

17. Types of Consumer Needs Need to Possess Consumers often acquire products simply because of their need to own such products— e.g., collectors Plays a role in impulse buying : where consumers unexpectedly experience a sudden and powerful urge to buy something immediately

18. Consumers’ Need to Possess

19. Types of Consumer Needs Need to Give Give something back to others or reward ourselves Self-gifts let us motivate, reward, and console ourselves

20. Types of Consumer Needs Need for Information One reason we read or watch TV Fuels Internet usage Plays an important role in persuasion—if an ad appears when consumers need information, they are more likely to pay attention than when they don’t need the information

21. Types of Consumer Needs Need for Variety Marketers may introduce different versions of original brand Variety may become focus of product positioning

22. Motivational Conflict and Need Priorities

23. Motivational Conflict and Need Priorities Satisfying a need often comes at the expense of another need—these trade-offs cause motivational conflict

24. Types of Motivational Conflict Approach-approach : deciding between two or more desirable options Avoidance-avoidance : deciding between two or more undesirable options Approach-avoidance : behavior has both positive and negative consequences

25. Motivational Conflict and Need Priorities Resolving motivational conflicts requires prioritizing needs Maslow’s hierarchy Some needs take precedence over other needs—physiological needs take top priority Differences in the importance attached to various needs affects how consumers evaluate products

26. Motivational Conflict and Need Priorities Because of consumers’ different motivational priorities, companies use benefit segmentation : dividing consumers into different market segments based on benefits they seek from purchase and consumption

27. Maslow’s Hierarchy of Needs

28. Motivational Intensity Motivational intensity : how strongly consumers are motivated to satisfy a particular need Depends on need’s importance

29. Motivational Intensity Motivational intensity : how strongly consumers are motivated to satisfy a particular need Depends on need’s importance Involvement : degree to which an object or behavior is personally relevant Motivational intensity and involve-ment determine amount of effort consumers exert in satisfying needs

30. The Challenge of Understanding Consumer Motivation Reasons underlying consumer motivation are not always “obvious” Research is necessary to discover real motivations behind behaviors People don’t always want to disclose real reasons for their actions People don’t always know why they do what they do— unconscious motivation Motivations change over time

31. Unconscious Motivation

32. Motivating Consumers Motivating with Money Price cuts, specials, rebates, and coupons motivate purchase Resulting sales may increase, but profits may not Attracts consumers less likely to repeat Price reductions may increase price sensitivity

33. Motivating with Money

34. Motivating Consumers Provide Other Incentives Premiums, free products, contests, and sweepstakes are designed to motivate consumers to purchase

35. Motivating with Other Incentives

36. Motivating Consumers Provide Other Incentives Premiums, free products, contests, and sweepstakes are designed to motivate consumers to purchase There are limitations and shortcomings for this strategy in addition to the products offered as a premium being valued less ( value-discounting hypothesis )

37. Motivating Consumers Implement a Loyalty Program Motivate repeat buying by providing rewards to customers based on how much business they do with the company Tracks consumer purchases and provides estimates of Customer Lifetime Value

38. Participation in Loyalty Programs

39. Motivating Consumers Enhance Perceived Risk Perceived risk : consumers’ apprehensions about the consequences of their behavior (buying and consuming the product) Greater perceived risk increases search Educating consumers about risks may motivate them to make more informed choices that reduce exposure to risk

40. Informing Consumers of Their Risks

41. Motivating Consumers Arouse Consumers’ Curiosity For new products, educating potential customers is crucial Curiosity often leads to an enhanced need for information May advertise a benefit that is not normally associated with the product

42. Arousing Curiosity