Motivation refers to an activated state within a person that leads to goal-directed behavior. It consists of the drives, urges, wishes, or

desires that initiate the sequence of events leading to a behavior.

Motivation begins with the presence of a stimulus (psychology) that spurs the recognition of a need.

Need recognition occurs when a perceived discrepancy exists between an actual and a desired state of being Needs can be either innate or learned. Needs are never fully satisfied. Feelings and emotions (I.e., affect) accompany

needs Expressive needs involve desires by

consumers to fulfill social and/or aesthetic requirements.

Utilitarian(in the interest of utility) needs involve desires by consumers to solve basic problems (e.g. filling a car’s gas tank).

Ten Fundamental Emotions People Experience: Disgust Interest Joy Surprise Sadness Anger Fear Contempt Shame Guilt

Maslow hierarchy: physical, safety, belongingness, ego, and self-actualiation

McClelland’s Theory of Learned Needs Achievement motivation is seeking to get ahead,

to strive for success, and to take responsibility for solving problems.

Need for affiliation motivates people to make friends, to become members of groups, and to associate with others.

Need for power refers to the desire to obtain and exercise control over others.

Need for uniqueness refers to desires to perceive ourselves as original and different.

A neutral stimulus, such as a brand name, is paired with a stimulus that elicits a response.

Through a repetition of the pairing, the neutral stimulus takes on the ability to elicit the response.

The conditioned stimulus (CS) is a previously neutral stimulus which is repeatedly paired with the eliciting stimulus.

The unconditioned stimulus (UCS) is an eliciting stimulus.

The conditioned response (CR) is the response elicited by the CS.

The unconditioned response (UCR) is the reflexive response elicited by the unconditioned stimulus.

Unconditioned/Secondary Stimulus Unconditioned Response

Pairing

Conditioned Stimulus Conditioned Response

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The neutral stimulus should precede in time the appearance of the unconditioned stimulus.

The product is paired consistently with the unconditioned stimulus.

Both the conditioned stimulus and the unconditioned stimulus are highly salient to the consumer.

Applications: communications--advertising, public relations, personal selling.

Goal: identify powerful positive stimulus and associate brand with it.

Examples of powerful, emotion causing stimuli: beautiful, sexy people patriotic themes, religious symbols Music, beautiful scenes Also, negative stimuli can be associated with

competitors. Credit card insignia (membership) may elicit

spending responses

. . . is the process in which the frequency of occurrence of a bit of behavior is modified by the consequences of the behavior.

If positively reinforced, the likelihood of the behavior being repeated increases.

If punished, the likelihood of the behavior being repeated decreases.

A reinforcer is anything that occurs after a behavior and changes the likelihood that it will be emitted again.

Positive reinforcers are positive rewards that follow immediately after a behavior occurs.

Negative reinforcers are the removal of an aversive(avoiding) stimulus.

. . . is any stimulus whose presence after a behavior decreases the likelihood of the behavior reoccurring.

. . . are those stimuli that occur in the presence of a reinforcer and do not occur in its absence.

Example: point of purchase display is a discriminative stimulus.

. . . is the phenomenon where people observe the actions of others to develop “patterns of behavior.”

People are viewed as symbolic beings who foresee the probable consequences of their behavior.

People learn by watching the actions of others and the consequences of these actions (i.e. vicarious learning).

People have the ability to regulate their own behavior.

Financial Performance Physical Psychological Social Time Opportunity Loss

Characteristics of the person—e.g., need for stimulation

Nature of the task Characteristics of the product—price Salience of negative outcomes

Be brand loyal and consistently purchase the same brand.

Buy through brand image and purchase a quality national brand.

Buy through store image from a retailer that you trust.

Seek out information in order to make a well informed decision.

Buy the most expensive brand, which is likely to have high quality.

Buy the least expensive brand in order to reduce financial risk.

Positioning/differentiation: use discriminative stimuli distinguish one brand from another.

Environmental analysis: identify the reinforcers and punishers that impact consumers; identify factors that influence risk perception.

Market research: measure motivational needs (e.g., McClelland’s needs and need for arousal), measure risk perception.

Marketing mix: use motivational needs to design products (e.g., safe cars) and to develop promotional strategy that meets needs. Develop messages to influence consumer attributions. Use in-store promotions to prime consumers.

Segmentation: Segment market based upon motivational needs.