PowerPoint Presentation

On Consumer Behavior

Motivation is the driving force within individuals that implies them to action.

TYPES OF MOTIVATIONPositive MotivationNegative MotivationExtrinsic MotivationIntrinsic Motivation

Model of Motivational ProcessUnfulfilled, Needs, Wants, and DesireTensionDrivePrevious LearningBehaviourTension ReductionGoal and Need FulfilmentCognitive Process

NeedsInnate Needs (Biogenic or Primary) Physiological needsAcquired Needs (Psychological or Secondary) Learned from culture or environment.Extrinsic Needs Motivates an individual to achieve end results.Intrinsic Needs His/ her own comfort.

MOTIVES Positive and NegativePositive Shaping up the bodyNegative To avoid health problems

GOALSGeneric Goals Product Specific Goals

The selection of Goals

Personal experiencesPhysical capacityPrevailing cultural norms & valuesGoals accessibility in the physical and social environment Individuals characteristics

Positive and Negative GoalPositive Goal( Approach Object) towards which behavior is directed.Negative Goal ( Avoidance Object) behavior which is directed away.Promotion and Prevention FocusPromotion growth and development.Prevention safety and security.Utilitarian and HedonicUtilitarian UtilityHedonic feelings, to enhance satisfaction

Interdependence of Needs and Goals

Needs and goals are interdependent; neither exists without the other.

Individuals are more aware of their physiological needs than are of their psychological needs.

Rational Vs Emotional MotivesRational people choose product which gives most utility (size, weight, price and miles)

Emotional people select goals according to personal or subjective ( eg: pride, fear, affection or status)

Dynamics of MotivationNeeds are never fully satisfiedNeeds emerge as old needs are satisfied

Success and failure influence goals:Substitute GoalsFrustrationDefense MechanismAggression express anger.Rationalization they say the goal is worthless.Regression childish behavior. WithdrawalProjection blaming othersDaydreaming / fantasizing.Identification solving the issue by comparing with others.Repression or suppression, Sublimation avoid thinking about the goal itself.

Arousal of MotivesPhysiological ArousalEmotional ArousalCognitive Arousal

Types and systems of Needs

Power e.g. ego needs

Affiliation e.g. groups

Achievement e.g. self confident A trio of needs

Measurement of MotivationQualitative Researche.g. underlying feelings, attitudes, and emotions concerning product, service or brand etc.

Metaphor analysis Story telling Word association and sentence completion Thematic apperception test Drawing pictures and photo sorts

Consumer Motivation in 1 min

Any question