1. CHAPTER 4
Consumer Motivation

2. Figure 4.1 Model of the Motivation Process
Learning
Unfulfilled needs wants, and desires
Tension
Drive
Behavior
Goal or need fulfillment
Cognitive processes
Tension reduction

3. 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

4. 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 buy a vehicle”
Product-Specific Goals
the specifically branded products or services that consumers select as their goals
e.g., “I want to buy a Mercedes”

5. 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

6. A driving force toward some object or condition.
Positive Motivation
A driving force toward some object or condition.

7. A driving force away from some object or condition.
Negative Motivation
A driving force away from some object or condition.

8. A (generally) positive goal toward which behavior is directed
Approach Goal
A (generally) positive goal toward which behavior is directed

9. A (generally) negative goal from which behavior is directed away
Avoidance Goals
A (generally) negative goal from which behavior is directed away

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

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

12. Defense Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

13. Arousal of Motives Physiological arousal Emotional arousal
Cognitive arousal
Environmental arousal

14. 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 react
Cognitive School
Behavior is directed at goal achievement
Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

15. Types and Systems of Needs
Hierarchy of Needs
A Trio of Needs
Need for Power
Need for Affiliation
Need for Achievement

16. Hierarchy of Needs Physiological needs Safety needs Social needs
Egoistic needs
Need for self-actualization

17. Motivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.

18. Evaluating Motivational Research
Based on Freud’s psychoanalytic theory
Questionable reliability and validity
Too many exotic (usually sexual) reasons for common purchases