1. Consumer Motivation

2. Consumer Motivation
Motivation is the biological, emotional, rational and/or social force that initiates and directs behaviors
since buying is a behavior, marketers need to understand motivation

3. Consumer Motivation
Biological forces are linked to our most basic needs for survival
Things like a need for water, shelter, affection, etc.
these need to be satisfied first

4. Consumer Motivation
Emotional forces include love, sympathy, joy, anger, fear, etc.
can either motivate the consumer
positively (like love)
negatively (like fear)
Impulse items are often elicit a positive emotional response
Pumpkin
Why do people invest in
a warranty?

5. Consumer Motivation
Rational forces are often in conflict with emotional ones
rational forces deal with logic
Consumer is interested in the “real”
benefits of the products/service
ex: cost, convenience, safety, taste

6. Consumer Motivation Societal forces are caused by other people
friends, family and society in general
Sadly, these purchases are increasing
more and more
celebrity endorsements are an
example
These are purchases that are to be
seen, be popular, make others
impressed, etc.

7. With groups of 2 or 3 I’m giving you permission to watch youtube!
I want you to find an example of commercials that would be aimed towards
Biological Forces
Rational Forces
Emotional Forces
Social Forces

8. Motivational Theories
Thorndike’s Law of Effect
consumers are motivated to buy products that produce positive events and reduce negative events
most purchases are influenced by both
A marketer’s job is to communicate the
benefits and downplay the negative

9. Motivational Theories
Maslow’s Hierarchy of Needs
consumers respond to motivation according to levels of needs in this order:
physiological
safety/security
affiliation
Esteem
Self actualization
if these needs are met, the person may then be motivated by growth needs

10. Self-Actualization
Esteem
Belonging
Physiological
Safety

11. Motivational Theories
Aldelfer’s ERG Theory
Came after Maslow’s theory
Very similar – Hierarchy that we all follow
ERG
E – Existence – similar to physiological and safety
R – Relatedness – similar to love/belonging
G – Growth – similar to esteem/self-actualization
Unlike Maslow
Different levels can be pursued at the same time
Example: An artist may struggle to eat while becoming fulfilled intellectually with their paintings

12. Aldelfer’s ERG Theory