1. Motivaciones de el consumidor
Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK
Chapter 4
Motivaciones de el consumidor

2. Needs wants, and desires
Figura 4.1 Modelo del proceso de motivación
Learning
Needs wants, and desires
Tension
Goal or need fulfill-
ment
Drive
Behavior
Cognitive processes
Tension reduction

3. Types of Needs Innate Needs Acquired 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

4. Goals Generic Goals Product-Specific Goals
the general categories of goals that consumers see as a way to fulfill their needs
e.g., “I want to get a graduate degree.”
Product-Specific Goals
the specifically branded products or services that consumers select as their goals
e.g., “I want to get an MBA in Marketing from Kellogg School of Management.”

5. 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

6. Figure 4.3 Achieving Goals by Subscribing to a Magazine

7. Figure 4.4 Different Appeals for Same Goal Object

8. Motivations and Goals Positive Motivation
A driving force toward some object or condition
Approach Goal
A positive goal toward which behavior is directed
Negative Motivation
A driving force away from some object or condition
Avoidance Goal
A negative goal from which behavior is directed away

9. 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

10. 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

11. Figure 4.6 New and Higher Goals Motivate Behavior

12. Figure 4.7 Changing Consumer Needs

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

14. Defense Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

15. Table 4.2 Defense Mechanisms
Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression

16. Arousal of Motives Physiological arousal Emotional arousal
Cognitive arousal
Environmental arousal

17. Figure 4.8 Cognitive Need Arousal

18. 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
Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

19. Figure 4.9 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)

20. Table 4.3 Murray’s List of Psychogenic Needs
Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention, Construction
Needs Reflecting Ambition, Power,
Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:
Dominance, Deferrence, Similance, Autonomy, Contrariance

21. Table 4.3 Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition

22. Figure 4.10 Appeal to Egoistic Needs

23. Figure 4.11 Appeal to Self-Actualization

24. A Trio of Needs Power Affiliation Achievement
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

25. Figure 4.12 Appeal to Power Needs

26. Figure 4.13 Appeal to Affiliation Needs

27. Figure 4.14 Appeal to Achievement Needs

28. Motivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.