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TOPIC 3TOPIC 3

MOTIVATIONMOTIVATION

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Learning OutcomesLearning Outcomes

After this session you should be able to:After this session you should be able to: Understand the basic concepts of MotivationUnderstand the basic concepts of Motivation Establish the difference between Positive and Establish the difference between Positive and

Negative MotivationNegative Motivation Understand the difference between Needs and Understand the difference between Needs and

WantsWants Be able to apply the different theories of Be able to apply the different theories of

Motivation i.e. Maslow, Freud etc. Motivation i.e. Maslow, Freud etc.

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Personal Factors Influencing Buyer Personal Factors Influencing Buyer BehaviourBehaviour

CULTURAL

Culture

Sub-culture

Social class

SOCIAL

Reference groups

Family

Roles & status

PSYCHOLOGICAL

Motivation

Beliefs & attitudes

Perception

Learning

PERSONAL

Age & life-cycle stage

Occupation

Personality & self-concept

Economic

Lifestyle

PURCHASE?

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CONSUMER AS AN INDIVIDUAL

Motivation

Perception

Learning Personal

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The field of motivation seeks to explain The field of motivation seeks to explain WHY consumers behave as they do, and WHY consumers behave as they do, and can be defined as...can be defined as...

……The processes that move a person to behave in certain The processes that move a person to behave in certain ways.ways.

ActivatedActivated state of state of need drivesneed drives goal-directedgoal-directed behaviourbehaviour

There are different kinds of motivation at work within individuals:There are different kinds of motivation at work within individuals:

1. POSITIVE1. POSITIVE

2. NEGATIVE2. NEGATIVE04/08/23

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Examples….Examples….

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Consumer Needs & WantsConsumer Needs & Wants

In CB literature a distinction is made between these two In CB literature a distinction is made between these two terms:terms:

NeedNeed WantWant

Needs may be….Needs may be….InnateInnate Innate needs (Internal Motivation), according to Alderfer Innate needs (Internal Motivation), according to Alderfer

(1972), are related to the gratification of existence needs (1972), are related to the gratification of existence needs i.e. hunger, thirst, protection and sexual drives.i.e. hunger, thirst, protection and sexual drives.

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Theories of MotivationTheories of Motivation

1. Maslow (1943) presented a hierarchy of needs:1. Maslow (1943) presented a hierarchy of needs:

1. Physiological needs

2. Safety, security

3. Love, belongingness

4. Esteem, respect

5. Self-Actualisation

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Level 1 Level 1

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Level 2Level 2

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Level 3Level 3

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Level 4Level 4

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Level 5Level 5

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2. Alderfer (1972) added a further 2. Alderfer (1972) added a further dimension to Maslows’ (1943) theory with dimension to Maslows’ (1943) theory with the ERG model;the ERG model;

Growth

Relatedness

Existence

5. Self-Actualisation

4. Esteem, respect

Level

3. Love, belongingness

2. Safety, security

1. Physiological needsHanna (1980) provided a typology of consumer needs which closely

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Theories of Motivation Theories of Motivation cont….cont….

3. Sigmund Freud (1856-1939) considered innate 3. Sigmund Freud (1856-1939) considered innate motivation.motivation.

Freud, based on this type of motivation, developed Freud, based on this type of motivation, developed his Psychoanalytic Theory.his Psychoanalytic Theory.

Superego

Ego

Id

Conscious Level

Subconscious Level

Unconscious Level

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Theories of Motivation Theories of Motivation cont….cont….

4. Harold Laswell (1948) - Theory of the Triple Appeal4. Harold Laswell (1948) - Theory of the Triple Appeal

5. Ernest Dichter et al 1950’s5. Ernest Dichter et al 1950’s

6. Needs/Benefits Ladder6. Needs/Benefits Ladder identify relevant needs & valuesidentify relevant needs & values select relevant consumer benefitsselect relevant consumer benefits find features producing these benefitsfind features producing these benefits

Needs Features Benefits

Identify needs

Select relevant features

Convert features into benefits that satisfy

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SummarySummary

Positive and Negative MotivationPositive and Negative Motivation

Needs and Wants can be distinguishableNeeds and Wants can be distinguishable

Many different theories of Motivation i.e. Many different theories of Motivation i.e. Maslow, Freud etc.Maslow, Freud etc.

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Directed ReadingDirected Reading

EssentialEssential Schiffmann, L.G. & Kanuk, L.L. (2007) ‘Consumer Behaviour, 9th edition’, Schiffmann, L.G. & Kanuk, L.L. (2007) ‘Consumer Behaviour, 9th edition’,

Pearson Prentice Hall. Chapter 4.Pearson Prentice Hall. Chapter 4.

Suggested reading:Suggested reading: Rodgers, M. (2004) ‘Challenging Maslow’. Brand Strategy, Rodgers, M. (2004) ‘Challenging Maslow’. Brand Strategy,

December/January, p.29.December/January, p.29. Arnolds, C.A. and Boshoff, C. (2002) ‘Compensation, esteem valence & job Arnolds, C.A. and Boshoff, C. (2002) ‘Compensation, esteem valence & job

performance: an empirical assessment of Alderfer’s ERG Theory’. performance: an empirical assessment of Alderfer’s ERG Theory’. International Journal of HRM, 13:4 June, pp.697-719.International Journal of HRM, 13:4 June, pp.697-719.

Stern, B.B. (2004) ‘The importance of being Ernest: commemorating Stern, B.B. (2004) ‘The importance of being Ernest: commemorating Dichter’s contribution to advertising research’. Journal of Advertising Dichter’s contribution to advertising research’. Journal of Advertising Research, June, pp.165-169.Research, June, pp.165-169.

Trigg, A.B. (2004) ‘Deriving the Engel curve: Pierre Bourdieu and the social Trigg, A.B. (2004) ‘Deriving the Engel curve: Pierre Bourdieu and the social critique of Maslow’s hierarchy of needs’. Review of Social Economy, critique of Maslow’s hierarchy of needs’. Review of Social Economy, vol.LXII, no.3, Sept.vol.LXII, no.3, Sept.

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