CHAPTE R FOUR

Consumer Motivation

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
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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 Copyright 2010 Pearson Education, Inc. publishing asCPrenticeFoHall aware h a p te r u r
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Model of the Motivation Process Figure 4.2

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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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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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How Does this Ad Appeal to Ones Goals?

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It Appeals to Several Physical Appearance-related goals.

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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 Goals accessibility in the physical and social environment

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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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Motivations and Goals

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Bloggers Motivation - Table Construct Items 4.1 (excerpt)

Blogging for selfexpressing
Blogging for life documenting Blogging for commenting 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. 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. 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 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 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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Blogging for forum participating Blogging for information seeking

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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Discussion Questions
What products might be purchased using rational and emotional motives? What marketing strategies are effective when there are combined

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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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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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Frustration
Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.

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Defense Mechanisms- Table 4.2 (excerpt) 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 game or the baseball People sometimes resolve frustration by inventing plausible reasons Rationalizati his his call are examples player who physically intimidates an umpire for being unable to attainof such conduct. So are consumer for their goals (e.g., not having enough on boycotts of companies or stores. the goal is not really worth pursuing time to practice) or deciding that An individual may react to achieve a high bowling score?). Regression (e.g., how important is it 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 Frustration may be Withdrawal person to have it. 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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Arousal of Motives
Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

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How Does This Ad Arouse Ones Needs?

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The Ad Is Designed to Arouse Ones Yearning for an Adventurous Vacation by Appealing to the Sense of Touch

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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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Types and Systems of Needs

Henry Murrays 28 psychogenic needs Abraham Maslows hierarchy of needs A trio of needs

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M u rra y s L ist o f P sy ch o g e n ic N e e d s

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M u rra y s L ist o f P sy ch o g e n ic N e e d s ( co n tin u e d )

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Maslows Hierarchy of Needs Figure 4.10

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To Which of Maslows Needs Does This Ad Appeal?

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Both Physiological and Social Needs

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To Which of Maslows Needs Does This Ad Appeal?

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Egoistic Needs

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To Which of Maslows Needs Does This Ad Appeal?

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Self-Actualization

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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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A Trio of Needs
Power
individuals desire to control environment

Affiliation
need for friendship, acceptance, and belonging

Achievement
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To Which of the Trio of Needs Does This Ad Appeal?

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The Affiliation Needs Of Young, Environmentally Concerned Adults

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To Which of the Trio of Needs Does This Ad Appeal?

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Affiliation Need

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Power And Achievement Needs

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Measurement of Motives
Researchers rely on a combination of techniques Qualitative research is widely used Projective techniques are often very successful in identifying

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Qualitative Measures of Motives Table 4.7 (excerpt)

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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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