Motivation

In consumer decisions and marketing strategies motivation is key factor. “Motivation is the energizing force that
activates behavior and provides purpose and direction to that behavior.” It helps answer the question of “why”
consumers engage in specific behavior. Motivation is the reason for behavior. A motive is something that causes
us to act or behave in order to reach a goal or desire endpoint. A motive is the reason why you do something.

There are numerous theories of motivation and many of them offer useful insights for the marketing manager.
The first approach Maslow’s need hierarchy , is a macro theory designed to account for most human behavior in
general terms. The second approach based on McGuire’s work uses fairly detailed set of motives used to account
for specific aspects of consumer behavior. This system is more specific than Maslow’s theory. This system helps
marketers to isolate motives likely to be involved in various consumption behavior.

McGuire’s Psychological Motives

 Is the mode of motivation cognitive or affective?

Cognitive motive focuses on a person’s needs for being oriented towards the environment and achieving a sense
of meaning. Affective motive focuses on achieving a satisfaction state. Preservation motive focuses on
achieving a state of equilibrium. While , Growth motive emphasizes development.

Further subdivided using two more criteria

 Is the behavior actively initiated or a response to a environment?

The third criterion distinguishes between motives that are actively or internally aroused versus those that are a
more passive response to circumstances. The final criterion is used to categorize outcomes that are internal to
the individual and those focused on a relationship with the environment. There are 16 McGuire’s Psychological
Motives and their implications for marketing are briefly described as;

1- Cognitive Preservation Motives

Need for Consistency ( active , internal ) : The need for internal equilibrium and balance .People have a
basic desire to have all parts of themselves consistent and they purchase products that fulfill this need. For
example , An elite products is higher priced and available at exclusive stores as it shows that internal balance of
a person is maintained at exclusive stores because they keeping products affordable by elite class.

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 Need for Attribution ( active , external ) : This set of motives deals with our need to determine who or
what causes things to happens to us and relates to an area of research called attribution theory . Need for
attribution is extremely relevant to consumers reactions to promotional messages. For example , our friend
recommending certain product is likely to be believed more than a salesperson efforts.

Need to Categorize ( passive , internal) : Categories allow people to process and organize information
and experiences in a meaningful way. For example, Vehicles are categorized into cars , light trucks , heavy duty
trucks, van , sporty mid size, hybrid and so on. This helps consumers quickly narrow down their choices when
purchasing a vehicle. Another example is price points such as fragrance over $100 and fragrance under $100.

Need for Objectification or Cues ( Passive , external ) : These motives reflect needs for observable cues
, symbols or signs that allow us to know that what is happening. For example , Clothing plays an important role
in presenting image of a person . People quickly judge others by the clothing they are wearing and the vehicle
they drive. Another example , The tick from the Heart Foundation lets us know the product is good for us.

2- Cognitive Growth Motives

Need for Autonomy ( active , internal ) : The need for independence and individuality. All individuals in
all cultures have this need at some level. Owing or using products and services that are unique is one way
consumers express their autonomy. Marketers have responded to this motive by developing products and
providing wide variety and customization options. In addition, many products are advertised and positioned with
independence, uniqueness, or individuality themes.

Americans strive for individuality and self-expression and many products are marketed as “limited edition” or
being different and unique.In contrast , with the Japanese culture discourages individuality and focuses on
affiliation, and behaviour that enhances family and culture.

Need for stimulation ( active , external ) : People often seek variety and difference out of a need for
stimulation. Such variety-seeking behavior may be a prime reason for brand switching and so-called impulse
purchasing. The need for stimulation is curvilinear and changes over time. That is, individuals experiencing rapid
change generally desire stability, whereas individuals in stable environments become bored and desire change.

Teleological Needs ( passive , internal ) : Consumer are pattern matchers who have images of desired
outcomes or end states with which they compare their current situation. This motive propels people to prefer
mass media such as movies , television programs , and books with outcomes that match their view of how the
world should work. This has obvious implications for advertising messages.

Utilitarian Needs ( passive , external ) : The need to approach any problem logically and rationally. This
need view the consumer as a problem solver who approaches situations as opportunity to acquire useful
information or new skills. Thus , a consumer watching a situation comedy on television not only is being

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 entertained but is learning clothing styles, lifestyle options, and so forth. Likewise, consumers may approach ads
and salespeople as a source of learning for future decisions as well as for the current one.

3- Affective Preservation Motives

Need for Tension Reduction ( active , internal ) : People encounter situations in their daily lives that
create uncomfortable levels of stress. In order to effectively manage tension and stress, people are motivated to
seek ways to reduce arousal. Recreational products and activities are often promoted in terms of tension relief.

Need for Self-Expression (active, external) : This motive deals with the need to express one’s identity to
others. People feel the need to let others know who and what they are by their actions, which include the
purchase and use of goods. The purchase of many products, such as clothing and automobiles, allows consumers
to express an identity to others, because the products have symbolic meanings. For example, fashion-oriented
watches satisfy more than the functional need to tell time—they allow consumers to express who they are.

Need for Ego Defense (passive, internal): The need to defend or protect one’s identity or egos. When one’s
identity is threatened, the person is motivated to protect his or her self-concept and utilize defensive behaviors
and attitudes. Many products can provide ego defense. A consumer who feels insecure may rely on well-known
brands for socially visible products to avoid any chance of making a socially incorrect purchase. For example ,
purchase the right brand of drink at a night club so we appear cool.

Need for Reinforcement (passive, external) : People are often motivated to act in certain way because
they were rewarded for doing it. For example , samples and prizes by marketers encourage consumers to buy
promoted brands.

4- Affective Growth Motive

Need for Assertion ( active , internal ) : Customer’s need to engage in activities that will increase self-
esteem and self-esteem in the eyes of others. Most consumers respond positively to ads that appeal to this need.
Example ; Slogans such as ‘be what you want to be’ appeal to these needs.

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Need for Affiliation ( active , external ): Affiliation is the need to develop mutually helpful and satisfying
relationships with others, that are accepted by others. Marketers use such affiliation themes in advertisements
which arouse emotions and sentiments in the minds of the consumers for their children and families. as “Your
kids will love you for it” in advertisements.

Need for Identification (passive, internal) : The need for identification results in the consumer’s playing
various roles. A need to adopt new roles. People have variety seeking-behaviour and this may be a reason for
brand switching, but that depends on the person. The travel industry uses this by changing up their ads and
showing adventure vacations where people are actively having fun and some ads showing relaxing vacations
where people are swinging in a hammock.

Need for Modelling (passive, external): The need for modelling reflects a tendency to base behaviour on
that of others. Our desire to be like other or be model role for others. Modelling is a major means by which
children learn to become consumers. Marketer’s use these themes for selling their product, For example , use of
celebrities in ads. This is the major motivation of children (8-12 year olds), and especially teenagers-and in their
social world conformity.