Motivation Edited Version
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Transcript of Motivation Edited Version
Amity Business School
M
The Consumer as an Individual
MOTIVATION
MAMTA MOHAN
Amity Business School
Motivation: is the driving force that moves all human behavior. It is the defined state of drive or arousal that impels behavior towards goal object.
2 components; - drive or arousal - Goal object
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The process of Motivation; Drive/ arousal, identification of the goal directed behaviors, behavior, ,outcome and feed back.
1 Approach / Avoidance motives A. Approach motivation is desire to obtain goal object. B. Avoidance motivation is desire to protect oneself from
the goal object. C marketers try to make their products / services
approach objects. D Marketer’s challenge is to minimize avoidance, while
maximizing approach features.
2. facets of motivation: needs , emotions and psychographics.( whatever the direction of motives ,it manifests itself in)
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Customer Needs Maslow’s Hierarchy of Needs
- Physiological needs lead customers to strive for, purchase and use food, clothing and shelter.
Safety and security needs are responsible for fear of flying, buying insurance and personal safety purchases.
Social motives bring a customer peer approval, affection and a sense of belonging.
Esteem motives helps us buy products and services we deem fitting of our esteem.
Self-actualization motive is what is behind a person engaging in self-improvement activities, or tenaciously pursuing a skill toward perfection.
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Murray’s list helps identify motivation underlie Consumption Motives
Dichter felt that unconscious motives played a big role in consumption decisions.
Psychologists Henry Murray proposed a list of 12 primary and 28 secondary (or psychogenic) human needs.
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Need for Arousal, Cognition and Attribution Arousal Seeking
Arousal underlies a considerable number of marketplace transactions. The motive underlying hedonic consumption is the need to seek arousal Humans have a need for stimulation Optimal level of stimulation is when a person feels neither bored or
overwhelmed The arousal-seeking motive is the drive to maintain a person’s
stimulation at an optimal level Curiosity: Need for Cognition All humans are equipped for gathering and processing information for
purposes of survival The need for information and understanding the world around us is called
the need for cognition A tolerance for ambiguity is the degree to which lack of information
makes a person anxious Need for cognition is real, and has a video presence in the marketplace. Hedonic consumption is about seeking sensory pleasure through
purchasing products.
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Deep Involvement Deep involvement is a consumer
extreme interest in a product or service on an ongoing basis.
Deep involvement is usually a characteristic of an opinion leader.
Deep involvers consume more.
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Market mavens have been defined as individuals who have information about many kinds of products, places to shop and other facets of marketing and initiate discussion with consumer and resp0ond to request form consumers for marketing information.
Need for Attribution Attributions are inferences that people draw bout causes
of events, other’s behaviors and their own behavior. The motivation to assigning causes is called attribution
motivation. Internal attribution ascribe the causes of someone’s
behavior to their personal qualities External attributions assigns causes to the environment Harold H. Kelley (Psychologist)_ explained internal vs.
external by consistency, consensus and distinctiveness.
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Lifestyle Psychographics as AIO Profiles a. The appeal of psychographics to marketers has been the quantifiability of human activities, interests
and opinions (commonly referred to as AIO) VAL The most used psychographic profiling scheme. Uses Maslow’s hierarchy and Riesman’s Social Character Theory Today’s VALS The three self-orientations are principle, status and action. People draw upon resources in consumer behavior. The eight VALS groups are actualizers, achievers, strivers, strugglers, experiencers, makers, fulfilleds, and
believers. Applications of VALS a. Advertisers use VALS to depict particular lifestyles the brand is attempting to target. D. Compulsive Buying and Consuming Compulsive Buying A chronic tendency to purchase products far in excess of both a person’s needs ad resources. Buying becomes a thrill in itself Considered negative behavior Compulsive Consumption Too much eating, drinking, smoking or gambling Drug abuse Drug abuse E. Materialism The importance a consumer places on material possessions. a. Three dimensions of materialism are acquisition centrality, acquisition in the pursuit of happiness,
and possession-defined success. V. The Motivational Process and the Three Customer Roles Needs, emotions and psychographics are central to characteristics of customer, applicable to all three
customer roles
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E. Materialism The importance a consumer places on material possessions. a. Three dimensions of materialism are acquisition centrality, acquisition in
the pursuit of happiness, and possession-defined success. V. The Motivational Process and the Three Customer Roles Needs, emotions and psychographics are central to characteristics of
customer, applicable to all three customer roles Lifestyle Psychographics as AIO Profiles a. The appeal of psychographics to marketers has been the quantifiability
of human activities, interests and opinions (commonly referred to as AIO) VAL The most used psychographic profiling scheme. Uses Maslow’s hierarchy and Riesman’s Social Character Theory Today’s VALS The three self-orientations are principle, status and action. People draw upon resources in consumer behavior. The eight VALS groups are actualizers, achievers, strivers, strugglers, experiencers,
makers, fulfilleds, and believers. Applications of VALS a. Advertisers use VALS to depict particular lifestyles the brand is
attempting to target.
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D. Compulsive Buying and Consuming
Compulsive Buying A chronic tendency to purchase products
far in excess of both a person’s needs ad resources.
Buying becomes a thrill in itself Considered negative behavior Compulsive Consumption Too much eating, drinking, smoking or
gambling
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Customer Moods Moods are customer emotions that are felt less
and are short-lived. Moods can be induced b internal and external
stimuli. Moods affect the strategies used to process
information by consumers.
Hedonic Consumption: Emotional Seeking Value
Emotions and moods drive consumption behaviors.
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physiologicalNeeds Psychological
Rational Positive
EmotionalMotivations Negative GenericGoals Product Specific
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Achieving Goals bySubscribing to a Magazine
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Positioning starts with identification of unfulfilled need. i.e Not occupied by a competing product or brand
Need fulfillment identified could be physical or psychological.
Need identification process can be both research derived or gut feel based.
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Measuring and identifying human motives
- observation & inference- Subjective Reports- Motivational Research
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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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Physiological arousal Emotional arousal Cognitive arousal Environmental arousal
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Cognitive Need
Arousal
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Physiological Needs Safety Needs Social Needs Esteem Needs Self Actualization Needs
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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.
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Needs Associated with Inanimate Objects:Acquisition, Conservancy, Order, Retention,
Construction
Needs Reflecting Ambition, Power, Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Inavoidance
Needs Connected with Human Power:Dominance, Deferrence, Similance, Autonomy
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Sado-Masochistic Needs :Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Play
Needs Concerned with Social Intercourse:Cognizance, Exposition
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