Chapter Four: Consumer Motivation

CHAPTER FOUR
Consumer Motivation
Learning Objectives
• To understand the types of human needs
and motives and the meaning of goals.
• To understand the dynamics of motivation,
arousal of needs, setting of goals, and
interrelationship between needs and goals.
• To learn about several systems of needs
developed by researchers.
• To understand how human motives are
studied and measured.
Chapter Four Slide
Motivation as a Psychological
Force
• Motivation is the driving force within
individuals that impels/urges them to action.
• It is produced by having a need which is
unfulfilled.
– For example, when you are very hungry, you are
motivated to find food.
Chapter Four Slide

Model of the Motivation Process
Figure 4.2
The “drive” toward behavior will often end in the
fulfillment of the need.
Chapter Four Slide

Types of Needs
• Every individual has needs; some are innate,
others are acquired.
• Innate Needs
– Physiological (or biogenic) needs that are considered
primary needs or motives. Include food, water, air,
clothing, shelter, and sex.
• Acquired Needs
– Learned in response to our culture or environment.
– Are generally psychological and considered secondary
needs. include the need for self-esteem, prestige,
affection, power, and learning.
Chapter Four Slide
Goals
• A goal is a projected state of affairs that a person
or a system plans to achieve. All behavior is goal
oriented.
Types of goals:
• Generic goals- are the general categories of goals
that consumers select to fulfill their needs [e.g., A
student tells his parents that he wants to become an entrepreneur; a
consumer states he wants a pair of jeans].
• Product-specific goals are the products that
consumers select to fulfill their needs [e.g., A student
says he wants to get an MA degree from Wollega University; a
consumer want a pair of Calvin Klein jeans].
Chapter Four Slide
The Selection of Goals
• The goals selected by an individual
depend on their:
– Personal experiences
– Prevailing cultural norms and values
– Goal’s accessibility in the physical and
social environment
Chapter Four Slide

Motivations and Goals
Positive Negative
• Motivation • Motivation
• A driving force • A driving force away
toward some object from some object or
or condition condition
• Approach Goal • Avoidance Goal
• A positive goal • A negative goal from
toward which which behavior is
behavior is directed. directed away. E.g.,
E.g., joining gym to get join the gym to avoid
strong. health problems
Chapter Four Slide

Rational versus Emotional
Motives
• There has been extensive research regarding
rational versus emotional motives during
purchase
– Rationality implies that consumers select goals based
on totally objective criteria, such as size, weight,
price, or miles per gallon. A conscious, logical reason
for a purchase.
– Emotional motives imply the selection of goals
according to personal or subjective criteria.
Chapter Four Slide

Discussion Questions
• What products might be purchased using rational
and emotional motives?
– You should consider that rational motives are often
tied to products that are higher involvement and
emotional motives are often used on low-involvement
items.
Chapter Four Slide

The Dynamics of Motivation
• Motivation is highly dynamic and constantly
changes in response to life experiences.
• Motivations change as we age, interact with
others, change careers, acquire wealth, become
ill, marry or divorce, or pursue education.
• 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
Chapter Four Slide

Substitute Goals
• If individuals do not attain their goals[due
to a lack of money, ability, desire, or
accessibility], they continue to strive for
old goals or they develop substitute goals.
• The substitute goal will dispel/dismiss
tension, and may actually replace the
primary goal over time.
Chapter Four Slide

Types and Systems of Needs
• Researchers are interested in developing a
complete list of human needs.
• Murray and Maslow have both developed lists of
needs and
• Maslow orders them within a hierarchy from
lower-level to higher-level needs.
– Henry Murray’s 28 psychogenic needs
– Abraham Maslow’s hierarchy of needs
– A trio of needs [power, affiliation, and achievement]
Chapter Four Slide

Murray’s List of Psychogenic
Needs
• Murray believed that everyone has the
same basic set of needs but that individuals
differ in their priority of those needs.
• His needs include many motives that are
important when studying consumer
behavior, including acquisition,
achievement, recognition, and exhibition.
Maslow’s Hierarchy of Needs
Figure 4.10
• Dr. Abraham Maslow is well known for his hierarchy of needs. The
hierarchy presents five basic levels of human needs which rank in order
of importance from lower-level needs to higher-level needs. The theory
says that consumers will fill lower-level needs before the higher-level
needs – they will eat before they enroll in a Master’s program. But, no
easy way to measure precisely how satisfied one need is before the next
higher need becomes operative.
Chapter Four Slide

Need hierarchy applications
in marketing
• Maslow’s hierarchy
– adaptable to market segmentation
– enables marketers to focus their advertising
appeals on a need level that is likely to be
shared by a large segment of the prospective
audience.
– facilitates product positioning or repositioning.
To Which of Maslow’s
Needs Does This Ad Appeal?
Chapter Four Slide 17

Egoistic Needs

To Which of Maslow’s
Needs Does This Ad Appeal?

Self-Actualization

A Trio of Needs
• Power
– individual’s desire to control other people and objects–
it is tied to a type of ego needs.
• Affiliation
– is similar to Maslow’s social need and suggests that
behavior is influenced by the desire for social ties.
– need for friendship, acceptance, and belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and self-actualization needs

To Which of the Trio
of Needs Does This Ad Appeal?

The Affiliation Needs Of Young,
Environmentally Concerned Adults

To Which of the Trio
of Needs Does This Ad Appeal?

Affiliation Need

Measurement of Motives
• Motives are very difficult to identify and measure.
• Because motives are not tangible, marketers must use a
variety of measurement techniques.
• researchers use qualitative research to uncover consumer
motives.
• Many of these qualitative research techniques are called
projective techniques because the consumer must “project”
their hidden motives onto another stimulus.
Chapter Four Slide

Qualitative Measures of Motives
Table 4.7 (excerpt)
• uses pictures as a stimulus for the
METAPHOR consumer to express their thoughts,
ANALYSIS feelings, and beliefs regarding a
product or brand
• This method consists of having
customers tell real-life stories
STORYTELLING
regarding their use of the product
under study.
WORD • respondents are presented with words,

ASSOCIATION
one at a time, and asked to say the first
AND SENTENCE word that comes to mind.
COMPLETION
Chapter Four Slide
Motivational Research
• Much of the research done in consumer
behavior is based on motivational research.
• The understanding of consumers’ motives

can help marketers make better products,
communicate more clearly, and deliver
benefits to the consumer.
Chapter Four Slide

The end !

Chapter Four: Consumer Motivation

Uploaded by

Copyright:

Available Formats

Chapter Four: Consumer Motivation

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chapter Four: Consumer Motivation

Uploaded by

Copyright:

Available Formats

CHAPTER FOUR

Chapter Four Slide

Chapter Four Slide

Chapter Four Slide

Chapter Four Slide

Chapter Four Slide

Chapter Four Slide

Chapter Four Slide

Chapter Four Slide

Chapter Four Slide

Chapter Four Slide

Chapter Four Slide 17

Chapter Four Slide 18

Chapter Four Slide 19

Chapter Four Slide 20

Chapter Four Slide 21

Chapter Four Slide 22

Chapter Four Slide 23

Chapter Four Slide 24

Chapter Four Slide 25

Chapter Four Slide

WORD • respondents are presented with words,

• The understanding of consumers’ motives

Chapter Four Slide

You might also like