Consumer Motivation

Motivation Process Motivation The processes that cause people to behave as they do, involving needs, goals and drives.

Motivation as a Psychological Force Motivation is the driving force within individuals that impels them to action. Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. Motivation is produced by a state of tension, by having a need which is unfulfilled. Consumers want to fulfill these needs and reduce the state of tension. For example, when you are very hungry, you are extremely motivated to find food. Perhaps when you need a new pair of pants, you are a bit less motivated to fulfill this need as compared to your need for food. In the case of needing pants, it is important for marketers to help increase your motivation and/or specify your need for their products - perhaps Diesel Jeans.

Model of the Motivation Process This model highlights the motivation process. We can see that the “drive” toward behavior will often end in the fulfillment of the need. The processes and effects of previous learning tie strongly into choices made when the behavior is defined.

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 It is very common that a consumer can not attain a goal. This may be due to a lack of money, ability, desire, or accessibility. In this instance, the consumer often substitutes a different goal to reduce the tension created from the existence of this need. In time, this substitute goal might replace the initial goal. For instance, if a consumer wanted a certain cable television service, but it was not available in their area, they might choose a satellite television provider. Over time, they may be very satisfied with this choice and feel that they actually prefer the satellite service over the cable television service.

Frustration Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego. Failure to achieve a goal and the frustration that follows has been experienced by everyone at some time or another. Marketers must realize what consumers’ responses might be and how they can address these responses. Online education exists for those who are too far or do not have the structured time to attend college. The table on the next slide represents several defense mechanisms that consumers might exhibit when they are frustrated about not meeting a goal. The understanding of these defense mechanisms will help provide many opportunities to craft advertising messages to reach the emotional side of the consumers.

Consumer motivation Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption Gives insights into why people buy certain products Stems from consumer needs: industries have been built around basic human needs

The Dynamics 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 Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education. Humans constantly have needs. This is due in part to the fact that our needs are never fully satisfied, or once satisfied, reappear. Hunger is a good example of a need that is often not satisfied and reappears. As humans, we also develop new needs as we satisfy existing needs. The hierarch of effects model shows how we meet our lower-level needs first and then move up the hierarchy. Finally, our needs are based on the goals that we set for ourselves. If one sets a goal to enter politics, they may feel they need a law degree. However, if they are unsuccessful in getting accepted at law school, their needs may change and they may want to pursue a few years of work experience first and need to find a job.

Maslow’s Hierarchy of Needs Dr. Abraham Maslow is well known for his hierarchy of needs. The web link on this page will bring you to www.maslow.com which reports on other publications by Dr. Maslow. The hierarchy presents five basic levels of human needs which rank in order of importance from lower-level needs to higher-level needs. The theory says that consumers will fill lower-level needs before the higher-level needs – they will eat before they enroll in a Master’s program.

Types of consumer needs Psychological needs: Fundamental human needs, including food, water, and sleep Safety and health needs Threats to our safety and health motivate purchases for personal security and protection Protecting our personal information and computers represents new types of safety needs Businesses provide a variety of products and services to appeal to safety and health conscious consumers Need for love and companionship Humans are social creatures who need to experience and express love and companionship Services and products help individuals find and attract others Products are often used as symbols of love and caring

Types of consumer needs Need for financial resources and security: A need that includes others important to the individual Social image needs: Conspicuous consumption, purchases motivated to some extent by the desire to show other people how successful they are Companies reinforce the notion that products enable users to communicate their social image

Types of consumer needs Need to possess: Consumers often acquire products simply because of their need to own such products, Plays a role in impulse buying, where consumers unexpectedly experience a sudden and powerful urge to buy something immediately

Types of consumer needs Need to give: Give something back to others or reward ourselves Self-gifts let us motivate, reward and console ourselves Need for variety: Marketers may introduce different versions of original brand Variety may become focus of product positioning

Types of consumer needs Need for Information: One reason we read or watch TV Fuels Internet usage Plays an important role in persuasion – if an ad appears when consumers need information, they are more likely to pay attention than when they don’t need the information

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 Some psychologists believe that this trio of needs exists for most consumers and that marketers can find a tie to motivation. Power refers to the individual’s desire to control other people and objects – it is tied to a type of ego needs. Affiliation is similar to Maslow’s social need and suggests that behavior is influenced by the desire for social ties. Finally, the need for achievement, like the other needs, will vary from individual to individual.

The challenge of understanding consumer motivation Reasons underlying consumer motivation are not always ‘obvious’ Research is necessary to discover real motivations behind behaviors People don’t always want to disclose real reasons for their actions People don’t always know why they do what they do – unconscious motivation Motivations change over time

Motivating consumers Motivating with money Price cuts, specials, rebates and coupons motivate purchase Resulting sales may increase, but profits may not Attracts consumers less likely to repeat

Motivating consumers Provide other incentives: Premiums, free products, contests and sweepstakes are designed to motivate consumers to purchase There are limitations and shortcomings for this strategy in addition to the products offered as a premium being valued less (value-discounting hypothesis)

Motivating consumers Implement a loyalty program Motivate repeat buying by providing rewards to customers based on how much business they do with the company Tracks consumer purchases and provides estimates of Customer Lifetime Value

Motivating consumers Enhance perceived risk Perceived risk: consumers’ apprehensions about the consequences of their behaviour (buying and consuming the product) Greater perceived risk increases search Educating consumers about risks may motivate them to make more informed choices that reduce exposure to risk

Motivating consumers Arouse consumers’ curiosity For new products, educating potential customers is crucial Curiosity often leads to an enhanced need for information May advertise a benefit that is not normally associated with the product

To Which of Maslow’s Needs Does This Ad Appeal?

Both Physiological and Social Needs

To Which of Maslow’s Needs Does This Ad Appeal?

Egoistic Needs

To Which of Maslow’s Needs Does This Ad Appeal?

Self-Actualization

To Which of the Trio of Needs Does This Ad Appeal?

The Affiliation Needs Of Young, Environmentally Concerned Adults

Power And Achievement Needs

Measurement of Motives Researchers rely on a combination of techniques Qualitative research is widely used Projective techniques are often very successful in identifying motives. Motives are very difficult to identify and measure. This is in part because they are hypothetical and not physical concepts that can be weighed and measured with a ruler. Because they are not tangible, marketers must use a variety of measurement techniques. Because consumers often cannot or will not express their motivations outright, researchers use qualitative research to uncover consumer motives. Many of these qualitative research techniques are called projective techniques because the consumer must “project” their subconscious or hidden motives onto another stimulus. The following slide summarizes some projective techniques.