2. MOTIVASI KONSUMEN Pertemuan 03
Matakuliah : Perilaku Konsumen
Tahun : 2009
MOTIVASI KONSUMEN Pertemuan 03

3. Needs wants, and desires
Figure 4.1 Model of the Motivation Process
Learning
Needs wants, and desires
Tension
Goal or need fulfill-
ment
Drive
Behavior
Cognitive processes
Tension reduction
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4. 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
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5. 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 get a graduate degree.”
Product-Specific Goals
the specifically branded products or services that consumers select as their goals
e.g., “I want to get an MBA in Marketing from Kellogg School of Management.”
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6. 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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7. Figure 4.3 Achieving Goals by Subscribing to a Magazine
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8. Figure 4.4 Different Appeals for Same Goal Object
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9. 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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10. 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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11. 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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12. 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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13. Figure 4.6 New and Higher Goals Motivate Behavior
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14. Figure 4.7 Changing Consumer Needs
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15. Frustration
Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.
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16. Defense Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.
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17. Table 4.2 Defense Mechanisms
Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression
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18. Arousal of Motives Physiological arousal Emotional arousal
Cognitive arousal
Environmental arousal
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19. Figure 4.8 Cognitive Need Arousal
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20. 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
Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior
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21. Figure 4.9 Maslow’s Hierarchy of Needs
Safety and Security Needs
(Protection, order, stability)
Social Needs
(affection, friendship, belonging)
Ego Needs
(Prestige, status, self esteem)
Self-Actualization
(Self-fulfillment)
Physiological Needs
(Food, water, air, shelter, sex)
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22. Table 4.3 Murray’s List of Psychogenic Needs
Needs Associated with Inanimate Objects:
Acquisition, Conservancy, 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
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23. Table 4.3 Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition
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24. Figure 4.10 Appeal to Egoistic Needs
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25. Figure 4.11 Appeal to Self-Actualization
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26. A Trio of Needs Power Affiliation Achievement
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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27. Figure 4.12 Appeal to Power Needs
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28. Figure 4.13 Appeal to Affiliation Needs
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29. Figure 4.14 Appeal to Achievement Needs
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30. Motivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.
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