1. Chapter 4 Consumer Motivation
Copyright 2007 by Prentice Hall

2. Copyright 2007 by Prentice Hall
Chapter Outline
Model of the Motivation Process
Goals
Motives
Needs
Motivational Research
Copyright 2007 by Prentice Hall

3. 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.
Copyright 2007 by Prentice Hall

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

5. 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

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

7. 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

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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

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

19. Table 4.2 Defense Mechanisms
Aggression: aggressive behavior to protect his self esteem
Rationalization ;Inventing reasons for unable attaining goals
Regression: childish behavior
Withdrawal
Projection: Blame object or others
Repression: repressing the unsatisfied needs
Copyright 2007 by Prentice Hall

20. Arousal (Stimulation) of Motives
Physiological arousal: Bodily need
Emotional arousal: Dreaming needs
Cognitive arousal: Advertising
Environmental arousal: Time for food
Copyright 2007 by Prentice Hall

21. 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
Cognitive School
Behavior is directed at goal achievement
Needs and past experiences are reasoned, categorized, and transformed into attitudes and beliefs
Copyright 2007 by Prentice Hall

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

23. 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

24. Table 4.3 Murray’s List of Psychogenic Needs
Needs Associated with Inanimate Objects:
Acquisition, Conservancy (keeping), Order, Retention, Construction
Needs Reflecting Ambition, Power,
Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:
Dominance, Deferrence, Similance, Autonomy,
Contrariance (different form)
Copyright 2007 by Prentice Hall

25. Table 4.3 (con’t) Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement (insulting)
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance (aid),
Succorance Seek aid, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition
Copyright 2007 by Prentice Hall

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

27. 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

28. 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

29. 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

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