Motivation Prabu Doss. K

Introduction Needs are the essence of the marketing concept

According to psychologists most people experience the same kind of needs & motives, but express these motives in different ways

Motivation defined ….. A state of need induced tension that drives the individual to engage in a behavior that he or she believes will satisfy the need and thus reduce the tension

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

Goals These are sought after results of motivated behavior All behavior is goal oriented Generic Goals –the general categories of goals that consumers see as a way to fulfill their needs –e.g., “I want to play cricket.” Product-Specific Goals –the specifically branded products or services that consumers select as their goals –e.g., “I want to play cricket with the Chennai Superkings.”

Motivation… Positive Motivation- – A driving force toward some object or condition. Mainly needs, wants or desires Negative Motivation- –A driving force away from some object or condition. Mainly fears, aversions

Motive Conflicts Approach- approach conflict –Two desirable alternatives –Theory of Cognitive Dissonance Approach- avoidance conflict –Both positive as well as negative aspects are involved Avoidance- avoidance conflict –Both are perceived as being negative –Spending money on television repairs or new television

Dynamic Nature of Motivation Needs are never fully satisfied New needs emerge as old needs are satisfied Success and failure influence goals

New needs emerge as old needs are satisfied

Substitute Goals When an individual cannot attain a specific goal or type of goal that he/she anticipates will satisfy certain needs, behavior may be directed to a substitute goal. Continued deprivation may result in substitute goal assuming primary-goal status

Frustration Failure to achieve a goal results in the feelings of frustration Some people manage to cope by finding the way around the obstacle, if that fails, by selecting a substitute goal Others less adaptive regard it as a personal failure These people are likely to adopt defense mechanisms to protect their feelings of inadequacy and egos

Defense Mechanism..... AggressionRationalization RegressionWithdrawal Projection

Arousal of Motives…. Physiological Arousal Emotional Arousal Cognitive Arousal Environmental Arousal

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 ( impulse buyer) Cognitive School –Behavior is directed at goal achievement –Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

Trio of Needs Power- –individual's desire to control his or her environment –Closely related to ego need Affiliation- –Influenced for a desire for friendship, acceptance, belonging –Tend to be socially dependent on others Achievement/Uniqueness- –Related closely to both ego and self-actualization –Omega

Maslow’s Hierarchy of needs

Consumer Involvement Do consumers form strong relationships with products and services?

Involvement –A person’s perceived relevance of the object based on his/her inherent needs, values, and interests. (object: A product or brand) –Type of information processing depends on the consumer’s level of involvement Simple processing: Only the basic features of the message are considered Elaboration: Incoming information is linked to preexisting knowledge

Cult brands Command fierce consumer loyalty and perhaps worship by consumers who are highly involved in the product

The Many Faces of Involvement Product Involvement: –Related to a consumer’s level of interest in a particular product Message-Response Involvement: –(a.k.a. advertising involvement) Refers to a consumer’s interest in processing marketing communications Purchase Situation Involvement: –Refers to the differences that may occur when buying the same product for different contexts