1. Motivation and Emotion
Chapter 7
Motivation and Emotion
Motivation and Emotion

2. What Is Motivation?
The driving force within individuals that impels them to action
It is produced by a state of arousal or tension, which exists as the result of an unfulfilled need
Individuals strive consciously and subconsciously to reduce the tension through behavior they anticipate will fulfill their needs and thus relieve of the stress they feel

3. Implications for marketers
Ads and promotions are aimed at stimulating the state of tension
To be successful, ads have to also provide direction to the advertised brand
What are the implications for marketers?
Examples?
Deodorants; puncture-free tires; food
But…
Doesn’t do marketer any good if it stimulates need/want but consumer buys another brand

4. Classifying Consumer Motivations
Researchers put motivation into five categories:
Conscious vs. Unconscious
High vs. Low Urgency
Positive vs. Negative Polarity
Intrinsic vs. Extrinsic
Rational vs. Emotional

5. 1. Conscious vs. unconscious
Conscious motives are motives we are aware of, the reasons for our behavior are clear, and these motives do not need to be aroused
Sometimes we are unaware of the reason why a particular behavior was undertaken; our motivation is unconscious
Example?
You buy a new coat because the old one has worn out or is out of style
Compulsive shoppers are acting on unconscious needs

6. 2. High vs. low urgency
High urgency needs must be satisfied immediately and may make comparison shopping impossible
Low urgency needs can be postponed and enable consumers to shop for the best product at the best price
Examples?
Heating system quits; car breaks down
Vs.
Buying equipment for your trip this summer;
car coming off a lease

7. 3. Positive and negative motivation
Positive motivation drives consumers toward some object or condition
Negative motivation (e.g., fear/guilt) drives consumers away from a consequence
Examples?
American Express:
positive—convenient, accepted everywhere;
negative: if your cash is stolen, you’re out of luck
Life insurance and home security devices use negative motivation
Health club uses which?
Either motivation

8. 4. Intrinsic vs. extrinsic
Intrinsic motivation is engaging in behavior for the pleasure of the behavior itself; the behavior is the reward
Extrinsic motivation is engaging in behavior for a reward that is independent of the activity
Examples?
A sport such as basketball—some play for the love of the game, others for monetary reward, to gain a scholarship, etc.
Reading a book—for personal pleasure or for a course

9. 5. Rational v. emotional motives
Rationality implies consumers select goals based on totally objective and utilitarian criteria, such as size, weight, price, miles per gallon, etc.
Ads that provide factual information are aimed at this motivation
Emotion implies the selection of goals according to personal or subjective criteria, such as pride, fear, affection or status
Ads that identify products with a particular lifestyle target emotional motivation
Examples?
Car purchase—Volvo vs. BMW convertible
watch—Timex vs. Rolex
Examples:
Ads for the Lincoln Town Car
diamond rings

10. Needs and goals as elements of motivation
Every individual has needs
Innate/primary needs are physiological; they include needs for sustenance (air, food, water, sex)
Acquired/secondary needs are learned in response to our culture or environment; they result from our individual psychological state and relationships with others
Examples?
All individuals need shelter—it’s a primary need
But the type of home we select depends on acquired needs (e.g., Where one can entertain, with a pool)

11. Goals All human behavior is goal-oriented
Generic goals are the general classes of goals that will satisfy human needs
Product-specific goals are the specifically branded products and services consumers select as their goals
Examples?
Going to college is a generic goal; going to UVM is product-specific
Wanting a car is general; wanting a BMW is specific
Are advertisers more concerned with generic or product-specific goals?
Most advertisers are concerned with product-specific goals;
However, trade associations (American Dairy Association) promote generic goals—increased consumption of milk

12. Physical, financial and emotional condition Cultural values and norms
The selection of goals depends on a number of factors related to the person or situation:
Physical, financial and emotional condition
Cultural values and norms
Social acceptance of the goal
Example of a goal that depends on this?
Financial condition determines BMW vs. Tercel
Example of a goal that depends on cultural values/norms?
Clothing/use of alcohol determined by culture
Example of #3?
Desire to own a big SUV vs. owning an electric car

13. Types and systems of needs
For many years, psychologists and others interested in human behavior have attempted to develop exhaustive lists of human needs
Lists of human motives often are too long to be of practical use to marketers
The most useful kind of list is a limited one, in which needs are sufficiently generic to subsume more detailed human needs
An important basis of motivation is fulfilling needs, so knowing something about needs is important

14. Some psychologists have suggested that people have different need priorities based on their personalities, experiences, environments, etc.
Others believe that most humans experience the same basic needs, to which they a assign a similar priority ranking

15. Maslow’s hierarchy of needs
Maslow formulated a widely accepted theory of human motivation based on a universal hierarchy of needs
Holds that individuals seek to satisfy lower-level needs before higher-level needs emerge
The lowest level of chronically unsatisfied need serves to motivate behavior
When that need is satisfied, a new and higher need emerges, and so on…

16. Five basic needs (in order)
Physiological needs
Safety needs
Social needs
Egoistic needs
Self-actualization needs

17. Some overlap exists between the levels
No need is ever totally satisfied, thus multiple levels of needs may affect consumers simultaneously

18. 1. Physiological needs
The most basic needs, required to sustain biological life
the same as the primary needs listed earlier (food, water, air, shelter, clothing, sex)
Physiological needs are dominant when they are chronically unsatisfied
OK, so now let’s look at the five needs one at a time:
What are physiological needs?
Maslow said: “For the man who is extremely and dangerously hungry, no other interest exists but food. He dreams food, he remembers food, he thinks about food, he emotes only about food, he perceives only food, and he wants only food.”
Anyone watch Survivor?
In the US, the majority of the population have these needs met; but there are many (homeless) for whom they have not

19. 2. Safety needs
After the first needs are met, safety and security become the driving force behind behavior
Involve much more than physical safety:
Order
Stability
Routine
Familiarity
Control over one’s life and environment
Examples of goods and services that meet safety needs?
Health and availability of health care are safety concerns
Savings accounts, insurance policies, education are means to satisfy the need for security
Personal protection devices are an example of products marketed to meet this need

20. 3. Social needs Include love, affection, belonging and acceptance
People seek warm and satisfying human relationships with others and are motivated by love for their families
This need would be emphasized in ads for personal care products, jewelry and other gifts (e.g. diamonds)
Current ad on tv: Takes place in St. Mark’s Square in Venice—”I love this man”
Ads for long distance calling plans/cameras and film

21. 4. Egoistic needs
Inwardly-directed ego needs reflect an individual’s need for self-acceptance, self-esteem, success, independence, personal satisfaction with a job well done
Outwardly-directed ego needs include needs for prestige, reputation, status and recognition from others
Examples?
The need to “keep up with the Joneses” reflects an outwardly-directed ego need.
E.g., ads for big, expensive cars, top-of-the-line kitchen appliances, etc.

22. 5. Self-actualization
Maslow: most people never fully satisfy ego needs; thus don’t reach this level
Refers to person’s desire to fulfill potential
Examples?
Athlete training to make the Olympic team
Scientist striving to discover a cure for cancer
The army’s “Be all you can be”

23. Maslow’s Hierarchy of Needs
Safety and Security Needs
(Protection, order, stability)
Social Needs
(affection, friendship, belonging)
Ego Needs
(Prestige, status, self esteem)
Self-Actualization
(Self-fulfillment)
Physiological Needs
(Food, water, air, shelter, sex)

24. Implications for Marketers
Consumer goods often serve to satisfy each of the need levels
Enables marketers to focus appeals on a need level shared by a large segment of the population
Is Maslow’s theory adaptable to marketing strategy?
Yes, because…
Examples?
Level 1:Food, houses and clothing
2. All personal care products
3. Burglar alarms, car alarms, etc.
4. computers, sound systems, tvs, big cars
5. College training, fitness classes, etc.

25. Segmentation applications
Specific advertising appeals are directed to one or more need-segment levels
Examples?
Mountain Dew ads, directed at teens, stress social needs by showing a group of young people sharing good times;
other beverage (Gatorade) ads stress refreshment (physiological need) or caloric content (ego need)

26. Positioning applications
Key to positioning is to find a niche—an unsatisfied need that is not occupied by a competing product or brand
Maslow postulated that no need is ever fully satisfied
Thus needs will always be a motivating force
Marketers can identify an unsatisfied need which their competition appears not to be meeting
Examples?
Volvo for years filled the safety need; its newer ads focus on egoistic needs as well, stressing status through design
Mercedes has sought to occupy the safety niche in recent years
What about social needs?
For years we saw it in greeting cards (“when you care enough to send the very best”) and photos (remember the “Kodak moment?”).
Today it’s cell phones (the dad who gives his daughter the phone with all his numbers pre-programmed) and color printers (the guy who sends his girlfriend the photo of him lying in bed)

27. Social motivation theories
Some psychologists have identified a trio of needs that, while subsumed within Maslow’s hierarchy, considered individually have unique relevance to consumer behavior
Power
Affiliation
achievement
Let’s now look at some other theories…

28. 1. Power
Relates to an individual’s desire to control his or her environment
Closely related to the ego need in that many individuals experience increased self-esteem when they exercise power over objects or people
Examples?
High performance cars and motorcycles; SUV’s
Look at some peoples’ backyards and see all those power “toys”

29. 2. Affiliation
Suggests that behavior is strongly influenced by desire for friendship, acceptance and belonging
People with high affiliation needs tend to be socially dependent on others
They often select goods they believe will meet with the approval of peers
Similar to Maslow’s social need…
Examples?
Teens: clothing (jeans); cigarettes (formerly)

30. 3. Achievement
Persons with strong need for achievement often regard personal accomplishment as an end in itself
Tend to be more self-confident, enjoy taking calculated risks, actively research their environments, and value feedback
Monetary rewards provide an important type of feedback
Money is less important for what it can buy than for what it signifies

31. Seek activities that provide the opportunity for self-evaluation
Products that appeal to them include innovative products and do-it-yourself projects
Individuals who have achieved success in highly challenging activities (e.g., ocean yacht racing, mountaineering) are appealing as endorsers of products
You can probably picture these people. In fact, it may describe some of your parents…

32. Motivational conflict
Occurs when multiple needs arise and fulfilling one goal conflicts with another
The end result is frustration
Conflict can involve both positive and negative motivation
These various needs are net necessarily independent of each other; as a result, sometimes we find…

33. Lewin identified three types of motivational conflict:
Approach-approach conflicts
Avoidance-avoidance conflicts
Approach-avoidance conflicts

34. 1. Approach-approach conflicts
Arise when consumers face a choice among desirable option—i.e., two positive goals or motivations
the more equal the positives, the greater the conflict
Marketers can use tactics designed to ease the conflict by making one option more attractive or creating conditions where consumers can have both
Examples?
Buying a new car vs. going on an expensive vacation
How can marketers address this conflict?
Example?
No money down car financing allows consumers to do both
Restaurant menu: combination plates help consumer who can’t decide what he wants
Special rates, sales, deals, etc. can make one more attractive (e.g., buy a full fare seat, get second free)

35. 2. Avoidance-avoidance conflicts
Arise when consumers must choose between two options with unfavorable consequences
Marketers seek ways to minimize the negative aspects of purchasing their product
Marketers may also emphasize the negatives related to avoiding the purchase of the product
Example?
Paying to fix up the old car or buying another one
Life insurance is a classic example: paying premiums vs. leaving your family unprotected
How do they do that?
Car: low-rate financing, rebates, payment plans, etc.
Insurance: turn it into an investment (theory behind whole life)
Examples?
Car: high repair bills of keeping older car running
life insurance: easy to guess

36. 3. Approach-avoidance conflicts
Most typical conflict because every purchase requires parting with something (time, money, energy, risk)
Consumers only purchase products when they believe the benefits outweigh the costs
It is the job of marketers to convince consumers that their product’s value exceeds its costs

37. Emotions Recall that motives can be rational or emotional
Love, fear, anger, envy, loneliness, sorrow
These emotions influence our behavior
In recognition, marketers use emotions to sell products
One final point about motivation…the role of….
(Slide #9)
Examples of emotions that influence behavior?
Love: gifts, flowers, greeting cards
Examples?
Sell: kodak film, greeting cards; long-distance telephone

38. How emotional ads work
Emotional ads trigger physiological and psychological reactions
Marketers use the emotions aroused by the ad to create a bond between the consumer and the product
Marketers can then activate the need for the product by stirring the relevant emotion
Example: again, long distance phone calls
State Farm: “like a good neighbor…”
My wife often cried during the Kodak commercials