CONSUMER MOTIVATION

The drive to satisfy need and wants both

physiological and psychological through the

purchase and use of products and services

THE MOTIVATION PROCESS

NEED

DRIVE

WANT

GOAL

BEHAVIOR

Need

Regulation Drive

Reduction

Man

ifest

atio

n of

Des

ire

Goal Attainment

Tension

Reduction

ERNEST DICHTER MODELCONSUMPTION MOTIVE EXAMPLES

1. Power – Masculinity – Virility Power tools, coffee, red meat, razor

2. Security Ice cream, hospital care

3. Eroticism Sweets, red convertible car, gloves

4. Moral purity – Cleanliness Soap, cotton fabric, cleaning chemicals

5. Social acceptance Ice cream, coffee, toys

6. Individuality Gourmet food, foreign cars

7. Status Scotch whisky, luxury cars, fashion

8. Femininity Cakes, cookies, dolls, silks

9. Reward Candy ice cream, cigarettes, alcohol

10. Mastery over environment Kitchen appliances, sporting goods

11. Disalienation Home decoration, morning radio

12. Magic mastery Drinking soup when sick

JAGDISH SHETH MODEL

MOTIVES EXAMPLES

1. FUNCTIONAL Fuel efficiency, reliability, roominess, safety

2. AESTHETIC Because of style, color, shape

3. SOCIAL Because image reflects reference group

4. SITUATIONAL Because of heavy discount

5. CURIOSITY Because it is a new experience

PURCHASE OF A NEW CAR

CONSUMER DECISION MAKING

CONSUMERS’ NEEDS•Functional•Aesthetic •Social•Situational •Curiosity

SELECT A GENERIC

CATEGORY

MAKE A MODEL CHOICE

MAKE A SPECIFIC CHOICE

THREE CONFLICT FORMS

1. APPROACH-APPROACH CONFLICT

Consumer faces a dilemma of choosing between or among alternatives that appear equally attractive

2. APPROACH-AVOIDANCE CONFLICT

The same goal has both positive and negative characteristics

3. AVOIDANCE-AVOIDANCE CONFLICT

Consumer faces two negative alternatives

TRIGGERING

CONSUMER MOTIVES

INDUCING NEED

RECOGNITION

NEED – BENEFIT SEGMENTATION

SUBCONSCIOUS

MOTIVATIO

N

EMOTIONS

Affective responses that reflect the activation of deep-seated and value-laden beliefs within

the consumer

Ad content

Emotional Response

Attitude towards Ad

Attitude towards Brand

SOME COMMON EMOTIONS

• Anger• Humor• Warmth

MOOD

An affective state that is general and pervasive, and usually less intense than emotions

CAUSES

SERVICE ENCOUNTERS

P-O-P STIMULI

COMMUNICATION

MOOD STATES

EFFECTS

Recall of marketplace stimuli

Evaluation of marketplace stimuli

Behavior in relation to marketplace stimuli

Variety seeking

Shopping behavior

EFFECTS OF MOOD ON….

CONSUMER RECALL• Retrieval is a function of positive cues

CONSUMER EVALUATION• Bias more in the case of packaged goods

CONSUMER BEHAVIOR• Positive moods seek variety and willingness to

try new things

INVOLVEMENT

A heightened state of awareness that motivates consumers to seek out , attend to and think about product information prior to purchase

INVOLVEMENT TYPES

SITUATIONAL • Temporary and specific to a product or

situation

ENDURING• Feelings experienced towards a

product category that are persistent over a period of time and across different situations

INVOLVEMENT CAUSES

• Personal factors• Product factors• Situational factors

INVOLVEMENT EFFECTS

INFORMATION SEARCH• The higher the involvement the deeper

the search

INFORMATION PROCESSING• Depth of Comprehension• Extent of elaboration• Extent of emotional arousal• Information transmission

PRODUCT Vs BRAND INVOLVEMENT

HIGH

HIGH

LOW

LOW

BR

AN

D IN

VOLV

EMEN

T

PRODUCT INVOLVEMENT

BRAND LOYALISTS

ROUTINE BRAND BUYERS

INFORMATION SEEKERS

BRAND SWITCHERS