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Consumer Motivation
OUTLINE
Model of the Motivation Process
Goals
Motives
Needs
Motivational Research
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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.
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3. Figure 4.1 Model of the Motivation Process
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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
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5. Is a body spray an innate or acquired need?
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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
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7. Figure 4-2a Goals Structure for Weight Control
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8. Figure 4-2b Goals Structure for Weight Control
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9. Figure 4-2c Goals Structure for Weight Control
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Weight Control Giants
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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
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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?
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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
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14. 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
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Discussion Question
What products might be purchased using rational and emotional motives?
What marketing strategies are effective when there are combined motives?
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16. 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
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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
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Frustration
Failure to achieve a goal may result in frustration.
Some adapt; others adopt defense mechanisms to protect their ego.
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Defense Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem
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20. What type of defense mechanism is this spokesperson using in this ad?
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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.
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22. Maslow’s Hierarchy of Needs Figure 4.10
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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?
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This ad reflects
a need for
accomplishment
with a
toothpaste.
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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
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26. 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
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27. Motivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations
Attempts to discover underlying feelings, attitudes, and emotions
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28. Qualitative Motivational Research
Metaphor analysis
Storytelling
Word association and sentence completion
Drawing pictures and photo-sorts
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29. Many Companies Specialize in Motivational Research
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