Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 01

Chapter No: 09

Chapter Name: MotivationChapter Name: Motivation

Learning Objectives

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 02

1. Understand the roles of different types of motivation.

2. Learn how companies use different types of motivation.

Definition

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 03

Motivation:

• Motivation the energizing force that causes behavior that satisfies a need.

• Needs are hierarchical.

• Once basic physiological needs are met, people seek to satisfy learned needs.

Model of the motivation process

LearningLearning

Needs wants,

and desires

Needs wants,

and desires

TensionTension

Goal or need fulfill-ment

Goal or need fulfill-ment

DriveDrive BehaviorBehavior

Cognitive

processes

Cognitive

processes

Tension reduction

Tension reduction

Types of Needs

• Innate (inborn) Needs– Physiological (or biogenic) needs that are

considered primary needs or motives

• Acquired needs– Generally psychological (or psychogenic) needs

that are considered secondary needs or motives

Goals

• Generic Goals– the general categories of goals that consumers

see as a way to fulfill their needs– e.g., “I want to get a graduate degree.”

• Product-Specific Goals– the specifically branded products or services

that consumers select as their goals– e.g., “I want to get an MBA in Marketing from

PSTU.”

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

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

10–9

Maslow’s Hierarchy of Needs

Abraham Maslow in 1943

Self-actualization

Esteem/ego needs(Prestige, status)

Belongingness/social needs (Affection, love)

Security(Protection, order, stability)

Physiology(Food, water, air, shelter etc.)

Food

Achievement

Status

Friendship

Stability

NEEDS

General Examples

Figure 10.2Source: Adopted from Abraham H. Maslow, “A Theory of Human Motivation,” Psychology Review, 1943, Vol. 50, pp. 370-396.

Hierarchy of Needs: Maslow Theory (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 010

1. Physiological needs o basic to survival. o 4 basic needs i.e. food, cloth, education and

accommodation.

2. Safety needs o self-preservation o physical well-being. o to get a job with security..

Hierarchy of Needs: Maslow Theory (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 011

3. Social needs o love o friendship. 4. Self-esteem needs o achievement o status o prestige o self-respect.

5. Self-actualization needs o personal fulfillment.

• Example: – Individuals buy health foods, medicines and low fat and

diet products to satisfy physiological needs.– They buy insurance, preventive medical services and home

security systems to satisfy safety and security needs.– Almost all personal care and grooming products

(cosmetics, mouthwash, saving cream) as well as most clothes are bought to satisfy social needs.

– High tech products such as computers or sound systems and luxury products such as furs, big cars or expensive furniture are often bought to fulfill ego and esteem needs.

– Postgraduate college education, hobby related products, exotic and physically challenging adventure trips are sold as ways of achieving self fulfillment.

Frederick Herzberg “Motivation-Hygiene Theory”

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 013

Elements of PerceptionThis theory is so called “Two Factor Theory”.

1. Motivators: give positive satisfaction (e.g. challenging work, recognition, responsibility, achievements and job advancement) and

2. Hygiene factors: that do not motivate if present, but, if absent, result in demotivation (e.g. status, job security, salary and fringe benefits, work conditions, personal life, relationship with subordinates, supervisor and company policy and administration).

10–14

The Two-Factor Theory of Motivation

Satisfaction No satisfaction

Motivation Factors• Achievement• Recognition• The work itself• Responsibility• Advancement

and growth

Dissatisfaction No dissatisfaction

Hygiene Factors• Supervisors• Working conditions• Interpersonal relations• Pay and security• Company policies and

administration

Figure 10.3

McClelland “Theory of Needs”

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 015

Elements of PerceptionDavid McClelland has developed a theory on three types of motivating needs : 1.Need for Power: it relates to and individual’s desire to control his or her environment. Ex: power drink

2.Need for Affiliation (build a friendly environment around themselves) this need suggests that behavior is strongly influenced by the desire for friendship, for acceptance, for belonging.

3.Need for Achievement (challenge of success and the fear of failure)

Query?

Thank You… For staying with me …

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 017