1. Chapter 4 Consumer Motivation MKT 344 Lecturer NNA

2. Chapter Outline Model of the Motivation Process Goals Motives Needs
Motivational Research
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3. Needs and Motivation
Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.
Motivation is the driving force within individuals that impels them to action.
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4. Figure 4.1 Model of the Motivation Process
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5. Types of Needs Innate Needs Acquired 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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6. Is a body spray an innate or acquired need?
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7. Directions of Motives or Needs
Positive direction: we may feel a driving force toward some object or condition
Ex: work out to look attractive
Negative direction: we ma feel a driving force away from some objet or condition
Ex: work out to avoid diseases

8. 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
i.e. someone wants to be successful
Product-specific goals are specifically branded products or services that consumers select as their goals
i.e. someone wants to study in NSU and want to work in BATB or Unilever
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9. The Selection of Goals
The goals selected by an individual depend on their:
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goal’s accessibility in the physical and social environment
i.e. a young woman wants to be tanned by sun exposure to attain her goal. But due to the dermatologist’s opinion she can’t be exposed to sun. so instead she started using sun tanning products to achieve her goal.
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10. Types of Goals Positive Goals Negative Goals Approach Goal
A positive goal toward which behavior is directed
i.e. when a student genuinely wants to attain higher education and thus goes to collage. Collage is the approach object
Negative Goals
Avoidance Goal
A negative goal from which behavior is directed away
i.e. when a student does higher education just to avoid criticisms of the family and friends. Criticism is the avoidance object
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11. 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 as pride, fear, affection or status
i.e. price reduction in Swiss chocolate vs. regular value chocolate: Reduction (rational) vs free (emotional)
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12. The Dynamic Nature 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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13. Substitute Goals
Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need
The substitute goal will chase away tension
Substitute goals may actually replace the primary goal over time
A person who can’t afford BMW will prefer a Japanese car and the Japanese car becomes the substitute goal
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14. Frustration Failure to achieve a goal may result in frustration.
Some adapt; others adopt defense mechanisms to protect their ego.
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15. Defense Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem
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16. Table 4.2 Defense Mechanisms
Aggression: express aggressive behavior
Rationalization: invent reasonable reasons
Regression: childish or immature behavior
Withdrawal: just withdrawing from the situation
Projection: project blame on other person or object
Daydreaming: fantasize to attain imaginary unfulfilled needs
Identification: identify the source of frustration and remove it
Repression: suppress the unsatisfied need
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17. What type of defense mechanism is this spokesperson using in this ad?
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18. Arousal of Motives Physiological arousal: Emotional arousal:
Bodily needs
increasing the body temperature indicates fever
Emotional arousal:
Latent needs
person who wants to be a famous writer tend to be a blogger
Cognitive arousal
Cognitive awareness of needs
GP Ma ad can remind someone of home and family and lead a person toward calling a parent
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19. Maslow’s Hierarchy of Needs Figure 4.5
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20. Table 4.3 Murray’s List of Psychogenic Needs
In 1938 Henry Murray published Explorations in Personality,[1] his system describing personality in terms of needs. For Murray, human nature involved a set of universal basic needs, with individual differences on these needs leading to the uniqueness of personality through varying dispositional tendencies for each need
Needs Associated with Inanimate Objects
Needs Reflecting Ambition, Power, Accomplishment, Prestige
Needs Connected with Human Power
Needs Concerned with Affection between People
Needs Concerned with Social Intercourse
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21. Table 4.3 Murray’s List of Psychogenic Needs
Inanimate Objects
Ambition
Power
Affection
Social Intercourse
Acquisition: Acquiring things
Achievement: Overcoming obstacles, success, and accomplishment
Abasement: Apologizing and confessing
Nurturance: Taking care of another person
Exposition: Educating others
Construction: Producing things
Infavoidance: avoid shame, failure, humiliation
Autonomy: Independence and resistance
Play: Having fun with others
Cognizance: Seeking knowledge and asking questions
Order: Making things organized and neat
Recognition: Gaining social status and displaying achievements
Aggression: Ridiculing or attacking others
Rejection: Refusing or declining others
Retention: Keeping things
Blame Avoidance: Following the rules and regulations in order to avoid blame
Succorance: Being protected or helped by others
Deference: Cooperating and obeying others
Dominance: Controlling others
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22. This ad reflects a need for accomplishment with a toothpaste.
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23. A Trio of Needs: Three Needs Theory
Power
individual’s desire to control environment
Affiliation
need for friendship, acceptance, and belonging
Achievement
need for personal accomplishment
closely related to egoistic and self-actualization needs
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24. Measurement of Motives
Researchers rely on a combination of techniques
Combination of behavioral, subjective, and qualitative data
Construction of a measurement scale can be complex
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25. Motivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations
Attempts to discover underlying feelings, attitudes, and emotions
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26. Qualitative Motivational Research
Metaphor analysis: Uses metaphores
Storytelling: Customers tell real life story/experience regarding the product
Word association and sentence completion: i.e. People who drinks Fanta are__________
Thematic apperception test: Show pictures to respondents and ask to tell a story regarding that
Drawing pictures and photo-sorts: Customers are asked to draw a picture about a product or brand or sort pictures from a list
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