1. CONSUMER MOTIVATION
Chapter 4

2. MOTIVATION It is the driving force that impels consumers to action
Individuals strive to reduce tension through behavior that they anticipate will fulfill their needs
Goals are the sought- after results of motivated behavior

3. Model of Motivation Innate /primary Acquired/secondary needs
Tension, motivation , drive
Personal experience prevailing cultural norms & values
Physical capacity goal accessibility
social/physical environment
Own perception – self image
Generic goals
Product specific

4. Needs and goals are interdependent
Social needs clubs, groups
Power needs position, office
Physiological food, shelter, clothes
Psychological popularity, successful grades,
performance

5. MOTIVATION CAN BE
1. POSITIVE drive towards object/condition Need it, want it, desire it – approach e.g. coke to quench thirst OR NEGATIVE drive away from object/condition Fear aversion – avoid E.g. do not smoke – unhealthy negative Vs. Non cola – healthy positive 2. RATIONAL objective assessment of alternatives for greatest utility e.g. Have maximum functions OR EMOTIONAL personal/subjective selection of goals…may not maximize utility or satisfaction e.g. I like the design, my friend has it

6. Different Schools of Thought
Because assessment of satisfaction is a very personal process…own need structure, past behavior or social (learned) experiences
POSITIVIST
isolate causes…thus predict and influence behavior
view CB as rationally motivated
EXPERIENTIALIST
gain insight and understanding of CB in various unique circumstances
Often interested in studying hedonistic pleasures

7. MOTIVATION IS DYNAMIC
Changing in reaction to Life’s experiences Individual physical condition Environment Interactions with others Needs Many are never fully satisfied New and higher order needs emerge One achieved…set new and higher goals Goals Success or failure …leads to Substitute goals Frustration causes defense mechanisms to protect their ego and self-esteem

8. CB guided by multiplicity of needs
  Overriding or pre potent need initiates behavior
  e.g. transportation – buy a car
Needs and goals vary among individuals
One goal - different needs
e.g. degree – achievement, income, status
One need - different goals
e.g. achievement -- degree, job, promotion

9. MOTIVES ARE AROUSED by internal stimuli: physiological by emotions
e.g. sugar level, body temperature
by emotions
day dreaming, bored, happy 
by cognition
reminders of home, activities 
by environment
smell of bakery products, TVCs, goal object
Motives are aroused through
 Behaviorist process Vs. Cognitive process
SR model reasoning
 E.g. impulse behavior goal oriented behavior
Reacts to stimuli act to satisfy need
Buy chewing gum buy fruit

10. THEORY OF HEIRARCHY OF NEEDS
Maslow’s hierarchy
5 levels of prepotent needs
Physiological
Safety
Social
Egoistic
Self actualization
Needs are diverse,
Have variety,
Progress from low to higher order
Dissatisfaction motivates behavior

11. Use of Hierarchy of Needs
Focus advertising appeals on a need level
Facilitates product positioning and repositioning
Goods segmented by needs/levels
Used as basis for market segmentation
Examples
Power need Mountain Dew ad
Affiliation Family mixture
Achievement Credit card gold
Convenience home delivery service
Food fast foods
Safety car locks
Security insurance
Social branded products