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Consumer Motivation

By Dr. Harjit Singh

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Motivation Defined

• It is an inner drive that reflects goal-directed arousal. • In a consumer behavior context, the results is a desire

for a product, service, or experience.• It is the drive to satisfy needs and wants, both

physiological and psychological, through the purchase and use of products and services.

• It begins with the recognition of a need…..

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What Motivate Us?

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Stages of the Motivation Process

1. Latent Need

2. Drive

3. Want/Desire

4. Goal

5. Behaviour…

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Behavioural models of motivation

1. Maslow’s hierarchy of needs

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Triggering Consumer Motives

Inducing need recognition Move consumer from actual state to desired state Triggering motivation through need-benefit

segmentation Understand consumer better and offer him or her

goods and services to meet the needs of specific target segments

Triggering subconscious motivation….

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Emotions

• Emotions are affective responses that reflect the activation within the consumer of beliefs that are deep-seated and value-laden Beliefs ? emotions

• Many emotions are used in advertising: Anger, fear, humor, compassion….

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Mood

• It is an affective state that is general and pervasive• Moods are much less intense than emotions• Consumers are much less conscious of moods and

the effect moods have on marketplace behavior Consumer moods are induced in three different

marketplace settings: - Service encounters - POS (Point of sale) stimuli - Communications….

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Student Activity: 1

How can a brand create a mood?

Ans: Revlon

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Student Activity: 2

How can a store atmosphere create a mood?

1. Sports store?

2. Athletic store?

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Effects of Moods

On consumer recall Mood at encoding and retrieval On consumer evaluation Negative mood ? negative evaluation (and vice

versa) On consumer behavior Positive mood increases giving, encourages

consumers to seek variety and their willingness to try new things….  

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Involvement

• It refers to a heightened state of awareness that motivates consumers to seek out, attend to, and think about product information prior to purchase

• With high involvement, attention is increased and more importance is attached to the stimulus object. Memory is enhanced.

• Highly involved consumers tend to place greater importance on information sources.

• They are heavy users of newspapers and advertising…..  

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Effects of Consumer involvement

1. Information search 2. High involvement ? greater information search (more

shopping around) 3. Information processing 4. Depth of comprehension 5. High involvement ? deeper comprehension 6. Extent of cognitive elaboration 7. High involvement ? more thinking 8. Extent of external arousal 9. High involvement ? greater emotional arousal 10.Information transmission 11.High involvement ? more frequent information

transmission (talking about products) to others…..

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Causes of consumer involvement Personal factors Product’s image and needs it serves are congruent with a

consumer’s self-mage, values and needs ? high involvement Product factors The greater the perceived risk the greater consumer

involvement The more alternatives there are to choose from, the greater

the involvement The higher the hedonic value of goods, the greater the

involvement The more socially visible a product is, the greater the

involvement…..

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