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Chapter 2

CONSUMER(INDIVIDUAL) MOTIVATION

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Figure 4.1 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

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Types of Needs

• Innate 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

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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

IIM’s.”

How are marketers making general goals into product specific goals? Complain

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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

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Figure 4.3 Achieving Goals by

Subscribing to a Magazine(India today)

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Figure 4.4 Different Appeals for Same Goal Object

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Interdependence of Need And Goal

• Interrelated

• People know Goal but not need

• Eg: You are not aware of social needs but join some soccer club for friends.

• People more aware of Physiological needs rather than Psychological needs.

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Motivations and Goals

• Positive Motivation– A driving force

toward some object or condition

• Approach Goal E.g. Subway– A positive goal

toward which behavior is directed

• Negative Motivation– A driving force

away from some object or condition

• Avoidance Goal– A negative goal from

which behavior is directed away

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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(pride, fear, affection, status)

Psychological reactance People become motivationally aroused by a threat or elimination of behaviour freedom (E.g.: New Coke)

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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

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Figure 2.7 Changing Consumer

Needs

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Success And Failure Influence Goals

• If you Achieve goals –level of aspiration

• Chances of Success and failure on the basis of Experiences.

• Advertisement claims-not high

• Substitute Goals

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Frustration

Failure to achieve a goal may result in frustration. Some

adapt; others adopt defense mechanisms to protect their ego.

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Defense Defense MechanismMechanism

Methods by which people mentally

redefine frustrating situations to protect

their self-images and their self-esteem.

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Defense Mechanisms

• Aggression• Rationalization• Regression:

immature behaviour• Withdrawal

• Projection(blame)• Autism(based on

need and emotion not logic)

• Identification• Repression (no

kids keep plants)

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Arousal of Motives

• Physiological arousal: advertisements can generate hunger.

• Emotional arousal: E.g. Perfumes, Tooth pastes• Cognitive arousal:advertisement of Telephone-

call parents• Environmental arousal

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Figure 4.8 Cognitive

Need Arousal

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Philosophies Concerned With Arousal of Motives

• Behaviorist School– Behavior is response to stimulus– Elements of conscious thoughts are to be

ignored– Consumer does not act, but reacts

• Cognitive School– Behavior is directed at goal achievement– Need to consider needs, attitudes, beliefs, etc.

in understanding consumer behavior

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Physiological Needs(Food, water, air, shelter, sex)

Safety and Security Needs(Protection, order, stability)

Social Needs(affection, friendship, belonging)

Figure 4.9 Maslow’s Hierarchy of Needs

Ego Needs(Prestige, status, self esteem)

Self-Actualization(Self-fulfillment)

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Table 4.3 Murray’s List of Psychogenic Needs

Needs Associated with Inanimate Objects:Acquisition, Conservancy, Order, Retention, Construction

Needs Reflecting Ambition, Power, Accomplishment, and Prestige:

Superiority, Achievement, Recognition, Exhibition, Infavoidance

Needs Connected with Human Power:Dominance, Deferrence, Similance, Autonomy, Contrariance

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Table 4.3 Murray’s List of Psychogenic Needs

Sado-Masochistic Needs :Aggression, Abasement

Needs Concerned with Affection between People:Affiliation, Rejection, Nurturance, Succorance, Play

Needs Concerned with Social Intercourse:Cognizance, Exposition

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Figure 4.10 Appeal to Egoistic Needs

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Figure 4.11 Appeal to

Self-Actualization

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A Trio of Needs

• Power( Related with Ego)– 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

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Figure 4.12 Appeal to

Power Needs

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Figure 4.13 Appeal to Affiliation

Needs

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Figure 4.14 Appeal to

Achievement Needs

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Measurement of Motives?

• Can we identify motives?

• Can they be measured?

4-30

Motivational Motivational Research/evaResearch/eva

luation of luation of researchresearch

Qualitative research designed to uncover

consumers’ subconscious or hidden

motivations. Consumers are not always aware of, or

may not wish to recognize, the basic reasons underlying

their actions.