Post on 07-Apr-2018
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Chapter 4
Consumer Motivation
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MotivationMotivation
•A driving force within
individuals that impel them toaction
•This driving force is produced
by a state of tension, due to
unfulfilled needs
•Individuals strive to reduce
this tension throughBEHAVIOR they anticipate
will fulfill their needs
(consciously + sub-consciously)
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Figure 4.1 Model of the Motivation Process
Learning
Learning
Unfulfilled
needs wants,and desires
Unfulfilled
needs wants,
and desires
Tension
TensionGoal or
need
fulfillment
Goal or
need
fulfillment
Drive
Drive Behavior
Behavior
Cognitive
processes
Cognitive
processes
Tension
reduction
Tension
reduction
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Types of Needs
• Innate Needs– Physiological (or biogenic) needs that
are considered primary needs or
motives
• Acquired needs– Generally psychological (or psychogenic) needs that are considered
secondary needs or motives
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Innate NeedsInnate Needs
Physiological needs for
food, water, air, clothing,
shelter etc. Also known as biogenic or primary needs.
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AcquiredAcquired
NeedsNeeds
Needs that are learned in
response to one’s cultureor environment (such as
the need for esteem,
prestige, affection, orpower). Also known as
psychogenic or secondaryneeds.
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Goals (example)
An ad that portrays
subscribing to a
health magazine as a
means to achieve
several physicalappearance-related
goals
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chicken
music instrument
feel happy
low calorieslow sugar
good health
relaxhot tub
diet cola
cure headacheskeep teeth
cleanliness
kill germs
toothbrush
dishwasher
flowers
“Means-End Analysis” : a way of viewingthe NEEDS-GOALS paradigm
learn about health
mental health
television
books
red wine
pain reliever
start day right breakfast
good diet apples
ENDS
(GOALS)
MEANS
(BEHAVIOR)
PRODUCTS
(GOAL OBJECT)
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The Selection of Goals
• The goals selected by anindividual depend on their:
– Personal experiences
– Physical capacity
– Prevailing cultural norms
and values– Goal’s accessibility in the
physical and social
environment
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PositivePositive
MotivationMotivation
A driving force toward
some object or condition.
DRIVING FORCE OBJECT
Example:
A person going to Dominos tosatisfy a hunger need
Towards
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NegativeNegative
MotivationMotivation
A driving force away from
some object or condition.
DRIVING FORCE OBJECT
Example:
A person may not want to flydue to safety need
Away
From
P iti & N ti G l ( l )
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Which is POSITIVE MOTIVATION?
Positive & Negative Goals (example)
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Rational Versus Emotional Motives
• Rationality implies that consumers selectgoals based on totally objective criteria suchas size, weight, price, or kms/litre
• Emotional motives implythe selection of goalsaccording to personal orsubjective criteria such asfear, affection, or status
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Why does “need-driven human activity”never cease?
• Many needs are never fully satisfied : theycontinually impel actions designed to attain / maintain satisfaction
• As needs become satisfied, new & higher-order needs emerge that cause tension and
induce activity
• People who achieve their goals set new andhigher goals for themselves
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SubstituteSubstitute
GoalGoal
•A goal that replaces an
individual’s primary goalwhen the goal cannot be
achieved or acquired.
•Basically its “settling for less”
•Example:
•A person who can’t afford
to go to Mauritius for avacation may settle for
Lakshwadeep
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FrustrationFrustration
• Failure to achieve a goalleads to frustration
• Three things can happennow:
1. Bypass the obstacle
2. Look for substitute goals3. Adopt a defense
mechanism to protect the
ego from feelings of inadequacy
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DefenseDefense
MechanismMechanism
Methods by which peoplementally redefine
frustrating situations to
protect their self-images
and their self-esteem.
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Defense Mechanismsto Counter Frustration
•MARKETERS OFTEN CONSIDER DEFENCE
MECHANISMS IN THEIR SELECTION OFADVERTISEMENT APPEALS
•THEY CONSTRUCT ADVTS. THAT PORTRAY A
PERSON RESOLVING A PARTICULAR
FRUSTRATION THROUGH THE USE OF THE
ADVERTISED PRODUCT
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Arousal of Motives
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
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Arousal of Motives• Physiological arousal
– A drop in blood sugar level triggersawareness of hunger need
– A decrease in body temperature inducesshivering which implies need for warmth
– Such arousals are involuntary – but theyarouse related needs that causeuncomfortable tensions until they are
satisfied
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Arousal of Motives (contd.)
• Emotional arousal• Sometimes “fantasizing” results in arousal of latent
needs
– E.g. : an advt. that provides reminders of home maytrigger instant yearning to speak with one’s parents
• Cognitive arousal
• Random thoughts can lead to a cognitiveawareness of needs
– E.g. : New inventions
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Arousal of Motives (contd.)• Environmental arousal
– Examples
• Sight & smell of bakery goods triggers
need for food
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Physiological Needs
(Food, water, air, shelter, sex)
Safety and Security Needs
(Protection, order, stability)
Social Needs
(affection, friendship, belonging)
Figure 4.8 Maslow’s Hierarchy of Needs
Ego Needs
(Prestige, status, self esteem)
Self-Actualization
(Self-fulfillment)
A l h E i i N d
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Appeal to the Egoistic Need
A l t th S lf A t li ti N d
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Appeal to the Self-Actualization Need
An ad for athletic
shoes based on a self-actualization appeal
(note that the shoesthemselves are not
featured in the ad)
A l t th S lf A t li ti N d
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Appeal to the Self-Actualization Need
A l t th th N d
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Appeal to the other Needs
•Physiological Need (Red Label)
•Safety Need (Toyota)
•Social Need (Airtel)
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VERSATILITY OF THE NEED HIERARCHY
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VERSATILITY OF THE NEED HIERARCHY
– Example : BULLWORKER
• Advertising Appeals
» Physiological ( “Improve body health”)
» Safety (“ Don’t let others bully you”)
» Social (“Let others envy you)”
» Egoistic (“Be proud of your body”)
» Self-actualization ( “You deserve theconvenience of exercising at home” )
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A Trio of Needs
• Power
– individual’s desire to control environment
– ~ ego need• Affiliation
– need for friendship, acceptance, and belonging
– ~ social need
• Achievement
– need for personal accomplishment– closely related to egoistic and self-actualization
needs
Appeal to the Power Need
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Appeal to the Power Need
An ad that displays
an appeal to thepower need
Appeal to the Power Need
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Appeal to the Power Need
Appeal to the Affiliation Need
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Appeal to the Affiliation Need
An appeal to the
affiliation needs of young adults (very
similar to Maslow’ssocial need)
Appeal to the Achievement Need
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Appeal to the Achievement Need
An ad that appeals to
female high achievers
MEASUREMENT OF MOTIVES
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• Motives are hypothetical constructs (intangible)
• Researchers use a combination
MEASUREMENT OF MOTIVES
of various qualitative
research techniques to establish the presence and/orabsence of various motives
• Problem : Such techniques don’t meet the crucial test
criteria of validity & reliability
• Researchers use a combination of assessments (called
TRIANGULATION) based on:
– Behavioral data (observation)
– Subjective data (self-reports)
– Qualitative data (projective methods, collage research
etc.)
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MotivationalMotivational
ResearchResearch(Dr. Ernst Dichter)
Qualitative researchdesigned to uncover
consumers’ subconscious or
hidden motivations. The
basic premise of
motivational research is thatconsumers are not always
aware of, or may not wish to
renewal, the basic reasons
underlying their actions.