Copyright 2007 by Prentice Hall Consumer Motivation OUTLINE Model of the Motivation Process Goals Motives Needs Motivational Research Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall 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. Drive reduction theories of motivation suggest that people act in order to reduce needs and maintain a constant physiological state. For example, people eat in order to reduce their need for food. The idea of homeostasis is central to drive reduction theories. Homeostasis is the maintenance of a state of physiological equilibrium. Copyright 2007 by Prentice Hall

Figure 4.1 Model of the Motivation Process Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Types of Needs Innate 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 Copyright 2007 by Prentice Hall

Is a body spray an innate or acquired need? Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall 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 Product-specific goals are specifically branded products or services that consumers select as their goals Copyright 2007 by Prentice Hall

Figure 4-2a Goals Structure for Weight Control Copyright 2007 by Prentice Hall

Figure 4-2b Goals Structure for Weight Control Copyright 2007 by Prentice Hall

Figure 4-2c Goals Structure for Weight Control Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Weight Control Giants weblink weblink Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall 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 Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Discussion Question What are three generic goals you have set for yourself in the past year? What are three product-specific goals you have set in the past year? In what situations are these two related? How were these goals selected? Was it personal experiences, physical capacity, or prevailing cultural norms and values? Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall 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 Copyright 2007 by Prentice Hall

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 Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Discussion Question What products might be purchased using rational and emotional motives? What marketing strategies are effective when there are combined motives? Copyright 2007 by Prentice Hall

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 Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Substitute Goals Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need The substitute goal will dispel tension Substitute goals may actually replace the primary goal over time Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Frustration Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego. Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Defense Mechanism Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem Copyright 2007 by Prentice Hall

What type of defense mechanism is this spokesperson using in this ad? Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Arousal of Motives Physiological arousal Emotional arousal Cognitive arousal Environmental arousal *See notes below Emotional,or Affective  arousal : The arousal of strong emotions and emotional behaviour . Emotional arousal happens when we are emotionally charged up and feel passionate about something. We may be angry, excited, scared, joyful or feeling the stimulation of any other emotion..  Some people fall easily into emotional arousal and may be considered to have a volatile temperament. Consumers will demonstrate a strong preference for products that make them 'feel better, Example s : joy, happiness, anger, frustration, hate, excitement contentment, sadness, confusion, shame, guilt, satisfaction Cognitive, or intellectual, arousal is about thinking and mental stimulation. This is the state where we are exploring, learning and discovering interesting things.Consists of random thoughts that can lead you to remind a need. Random thoughts that lead to an awareness of needs; advertisements often provide reminders that trigger responses & arouse dormant needs. An advertisement that provides reminders of where you grew up, might trigger you to call your parents  Environmental arousal (situational) – motivations caused by the environment, the best example might be the smell of fresh bread if you pass a bakery, this will trigger you to eat something from that bakery. Copyright 2007 by Prentice Hall

Maslow’s Hierarchy of Needs Figure 4.10 weblink Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall Discussion Question What are three types of products related to more then one level of Maslow’s Hierarchy of Needs. For each type of product – consider two brands. How do marketers attempt to differentiate their product from the competition? Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall This ad reflects a need for accomplishment with a toothpaste. Copyright 2007 by Prentice Hall

Copyright 2007 by Prentice Hall A Trio of Needs 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 Copyright 2007 by Prentice Hall

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 Copyright 2007 by Prentice Hall

Motivational Research Qualitative research designed to uncover consumers’ subconscious or hidden motivations Attempts to discover underlying feelings, attitudes, and emotions Copyright 2007 by Prentice Hall

Qualitative Motivational Research Metaphor analysis Storytelling Word association and sentence completion Drawing pictures and photo-sorts Copyright 2007 by Prentice Hall

Many Companies Specialize in Motivational Research weblink we blink Copyright 2007 by Prentice Hall