Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 4 Consumer Motivation MKT 344 Lecturer...
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Transcript of Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 4 Consumer Motivation MKT 344 Lecturer...
Consumer Behavior,Ninth Edition
Schiffman & Kanuk
Chapter 4Consumer MotivationMKT 344 Lecturer NNA
Chapter Outline
Model of the Motivation Process Goals Motives Needs Motivational Research
Copyright 2007 by Prentice Hall
Needs and Motivation
Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.
Motivation is the driving force within individuals that impels them to action.
Copyright 2007 by Prentice Hall
Figure 4.1 Model of the Motivation Process
Copyright 2007 by Prentice Hall
Types of Needs
Innate Needs Physiological (or biogenic) needs that
are considered primary needs or motives
Acquired Needs Learned in response to our culture or
environment. Are generally psychological and considered secondary needs
Copyright 2007 by Prentice Hall
Copyright 2007 by Prentice Hall
Is a body spray an innate or acquired
need?
Directions of Motives or Needs
Positive direction: we may feel a driving force toward some object or condition Ex: work out to look attractive
Negative direction: we ma feel a driving force away from some objet or condition Ex: work out to avoid diseases
Goals
The sought-after results of motivated behavior
Generic goals are general categories of goals that consumers see as a way to fulfill their needs i.e. someone wants to be successful
Product-specific goals are specifically branded products or services that consumers select as their goals i.e. someone wants to study in NSU and want to
work in BATB or UnileverCopyright 2007 by Prentice Hall
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▪ i.e. a young woman wants to be tanned by sun
exposure to attain her goal. But due to the dermatologist’s opinion she can’t be exposed to sun. so instead she started using sun tanning products to achieve her goal.
Copyright 2007 by Prentice Hall
Types of Goals
Positive Goals Approach Goal
A positive goal toward which behavior is directed
i.e. when a student genuinely wants to attain higher education and thus goes to collage. Collage is the approach object
Negative Goals Avoidance Goal
A negative goal from which behavior is directed away
i.e. when a student does higher education just to avoid criticisms of the family and friends. Criticism is the avoidance object
Copyright 2007 by Prentice Hall
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 as pride, fear, affection or status i.e. price reduction in Swiss chocolate vs.
regular value chocolate: Reduction (rational) vs free (emotional)
Copyright 2007 by Prentice Hall
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
Copyright 2007 by Prentice Hall
Substitute Goals
Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need
The substitute goal will chase away tension
Substitute goals may actually replace the primary goal over time A person who can’t afford BMW will
prefer a Japanese car and the Japanese car becomes the substitute goal
Copyright 2007 by Prentice Hall
Frustration
Failure to achieve a goal may result in frustration.
Some adapt; others adopt defense mechanisms to protect their ego.
Copyright 2007 by Prentice Hall
Defense Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem
Copyright 2007 by Prentice Hall
Table 4.2 Defense Mechanisms
Aggression: express aggressive behavior Rationalization: invent reasonable
reasons Regression: childish or immature
behavior Withdrawal: just withdrawing from the
situation Projection: project blame on other person
or object Daydreaming: fantasize to attain
imaginary unfulfilled needs Identification: identify the source of
frustration and remove it Repression: suppress the unsatisfied
need
Copyright 2007 by Prentice Hall
Copyright 2007 by Prentice Hall
What type of defense
mechanism is this
spokesperson using in this
ad?
Arousal of Motives
Physiological arousal: Bodily needs increasing the body temperature indicates fever
Emotional arousal: Latent needs person who wants to be a famous writer tend to
be a blogger Cognitive arousal
Cognitive awareness of needs GP Ma ad can remind someone of home and
family and lead a person toward calling a parentCopyright 2007 by Prentice Hall
Maslow’s Hierarchy of Needs Figure 4.5
Copyright 2007 by Prentice Hall
Table 4.3 Murray’s List of Psychogenic Needs
• In 1938 Henry Murray published Explorations in Personality,[1] his system describing personality in terms of needs. For Murray, human nature involved a set of universal basic needs, with individual differences on these needs leading to the uniqueness of personality through varying dispositional tendencies for each need
• Needs Associated with Inanimate Objects • Needs Reflecting Ambition, Power, Accomplishment, Prestige• Needs Connected with Human Power • Needs Concerned with Affection between People• Needs Concerned with Social Intercourse
Copyright 2007 by Prentice Hall
Table 4.3 Murray’s List of Psychogenic Needs
Inanimate Objects
Ambition Power Affection Social Intercourse
Acquisition: Acquiring things
Achievement: Overcoming obstacles, success, and accomplishment
Abasement: Apologizing and confessing
Nurturance: Taking care of another person
Exposition: Educating others
Construction: Producing things
Infavoidance: avoid shame, failure, humiliation
Autonomy: Independence and resistance
Play: Having fun with others
Cognizance: Seeking knowledge and asking questions
Order: Making things organized and neat
Recognition: Gaining social status and displaying achievements
Aggression: Ridiculing or attacking others
Rejection: Refusing or declining others
Retention: Keeping things
Blame Avoidance: Following the rules and regulations in order to avoid blame
Succorance: Being protected or helped by others
Deference: Cooperating and obeying othersDominance: Controlling others
Copyright 2007 by Prentice Hall
Copyright 2007 by Prentice Hall
This ad reflects
a need for
accomplishment
with a
toothpaste.
A Trio of Needs: Three Needs Theory
Power 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
Copyright 2007 by Prentice Hall
Measurement of Motives
Researchers rely on a combination of techniques
Combination of behavioral, subjective, and qualitative data
Construction of a measurement scale can be complex
Copyright 2007 by Prentice Hall
Motivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations
Attempts to discover underlying feelings, attitudes, and emotions
Copyright 2007 by Prentice Hall
Qualitative Motivational Research
Metaphor analysis: Uses metaphores Storytelling: Customers tell real life
story/experience regarding the product Word association and sentence
completion: i.e. People who drinks Fanta are__________
Thematic apperception test: Show pictures to respondents and ask to tell a story regarding that
Drawing pictures and photo-sorts: Customers are asked to draw a picture about a product or brand or sort pictures from a list
Copyright 2007 by Prentice Hall