1. Ch. 10: Consumer Motivation
Learning
Unfulfilled needs, wants, and desires
Tension
Drive
Behavior
Goal or need fulfillment
Cognitive processes
Tension reduction
Model of the Motivation Process

2. 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

3. 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)

4. Goals
Generic Goals
the general categories of goals that consumers see as a way to fulfill their needs
e.g., “I want to buy a vehicle”
Product-Specific Goals
the specifically branded products or services that consumers select as their goals
e.g., “I want to buy a Mercedes”

5. Means-End Analysis relax red wine hot tub low sugar low calories
diet cola
cure headaches
pain reliever
keep teeth
toothbrush
cleanliness
dishwasher
kill germs
feel happy
flowers
good health
learn about health
television
mental health
books
music instrument
start day right
breakfast
good diet
apples
chicken

6. The Selection of Goals
The goals selected by an individual depend on:

7. Rational vs. 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

8. Motives in a Purchase Situation
10-3
A large car is more comfortable
It’s a high-quality car that performs well
A number of my friends drive a Cadillac
It will demonstrate that I’m successful
It’s a powerful, sexy car and it will help make me powerful and sexy
Purchase a
Cadillac
The linkage between behavior and motives that are known and freely admitted
The linkage between behavior and motives that are either unknown or are such that the consumer is reluctant to admit or reveal them

9. 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
Success and failure influence goals
Substitute goals
Multiplicity of needs
Needs and goals vary among individuals
Frustration

10. Defense Mechanism to Counter Frustration
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.
Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression
etc.

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

12. Cattell’s Personality Traits
Reserved
Affected by feeling
Humble
Sober
Expedient
Shy
Tough-minded
Practical
vs.

13. Cattell’s Personality Traits (cont.)
Forthright
Self-assured
Conservative
Group dependent
Undisciplined
Relaxed
versus

14. Dimensions of Brand Personality
Excitement
Competence
Sophistication
Daring
Spirited
Imaginative
Up-to-date
Reliable
Intelligent
Successful
Upper class
Charming
Sincerity
Ruggedness
Down-to-earth
Honest
Wholesome
Cheerful
Outdoorsy
Tough