1. Consumer
Motivation
Lecture 3a

2. The Gap
Between ideal state And Perceived state

3. Motivation:
“… the inner drive that reflects goal
-directed behaviour”
Consumer Behaviour:
The drive to satisfy needs and wants through the purchase and use of products and services

4. Bases of Motivation
Physiological +
Psychological
needs and wants

5. e.g. Maslow’s Hierarchy of needs

6. 5 Stages of Motivation
Latent Need
Drive
Want / Desire
Goal
Behaviour

7. Motivation
Needs / Wants
Values

8. Functional
Symbolic +
Experience

9. Functional
Buying things for what they do
Physiological

10. Symbolic
Buying things for what they mean
Psychologoical

11. Experiential
The value from the experience
Physiological + Psychological

13. McQuire’s Motives based on Needs
Consistency with other all facets of “life”
Attribution – understand why “life” is the way it is
Understand “life” in a meaningful way.
Contextualise own behaviours and that of others.
Autonomy / control of of own destiny
Teleological films novels etc have moral outcomes
Utilitarian need – consumers solve problems as opportunities
Stimulation – variety seeking

14. McQuire’s Motives based on Needs cont..
Tension reduction – Cognitive Dissonance
Expression of own identity by consimption
Ego defense – to protect ourselves if threatened
Need for reinforcement – reward / encouragement
Assertion – for self esteem
Affiliation
Identification within a role – belonginess
Modelling – basing ourselves on others..

15. Real motives!!! Apparent Motives Hidden Motives
A Large Car is more comfortable
It will show that I am successful
It’s a high quality car that performs well
Buy a Mercedes Benz
Some of my friends drive a Mercedes Benz
It is a powerful and sexy car and it will make me powerful and sexy

16. The Gap
Between ideal state And Perceived state

17. Why do people eat in restaurants?
Hungry
Cool
Celebration
Can’t cook
Cultural
Business meeting
Critical advice
Other???

18. Consumer Motivation
Exercise
Mobile phones Holidays
Exercise shoes
Television..
Sauvage After Shave.
… use Maslow’s Hierarchy to identify motivations

19. Why I bought this Car

20. The Real Reason

21. Personality
The way (often unique) in which people respond to situations – including marketing strategies.
How can you categorise personalities?

22. Personality Traits
A trait is a characteristic that people have that leads to tendencies to behaviour in a certain way.
The Five Factor Model identifies Five CORE traits.

23. The Five Factor Model of Personality
Extroversion
Instability
Agreeableness
Openness –
Conscientious

24. Brands have personalities!
Dependable
Fashionable
Hi Tech
Sturdy
Extrovert – Fun
ETC…
Think of some brands of cars and describe them in terms of traits…