CHAPTER 4 Consumer Motivation

Figure 4.1 Model of the Motivation Process Learning Unfulfilled needs wants, and desires Tension Drive Behavior Goal or need fulfillment Cognitive processes Tension reduction

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

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 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”

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

A driving force toward some object or condition. Positive Motivation A driving force toward some object or condition.

A driving force away from some object or condition. Negative Motivation A driving force away from some object or condition.

A (generally) positive goal toward which behavior is directed Approach Goal A (generally) positive goal toward which behavior is directed

A (generally) negative goal from which behavior is directed away Avoidance Goals A (generally) negative goal from which behavior is directed away

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

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

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

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 react Cognitive School Behavior is directed at goal achievement Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

Types and Systems of Needs Hierarchy of Needs A Trio of Needs Need for Power Need for Affiliation Need for Achievement

Hierarchy of Needs Physiological needs Safety needs Social needs Egoistic needs Need for self-actualization

Motivational Research Qualitative research designed to uncover consumers’ subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.

Evaluating Motivational Research Based on Freud’s psychoanalytic theory Questionable reliability and validity Too many exotic (usually sexual) reasons for common purchases