chapter04 motivation

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Chapter 4

Consumer Motivation



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MotivationMotivation

•A driving force within

individuals that impel them toaction

•This driving force is produced

by a state of tension, due to

unfulfilled needs

•Individuals strive to reduce

this tension throughBEHAVIOR they anticipate

will fulfill their needs

(consciously + sub-consciously)



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Figure 4.1 Model of the Motivation Process

Learning

Learning

Unfulfilled

needs wants,and desires

Unfulfilled

needs wants,

and desires

Tension

TensionGoal or

need

fulfillment

Goal or

need

fulfillment

Drive

Drive Behavior

Behavior

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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Innate NeedsInnate Needs

Physiological needs for

food, water, air, clothing,

shelter etc. Also known as biogenic or primary needs.



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AcquiredAcquired

NeedsNeeds

Needs that are learned in

response to one’s cultureor environment (such as

the need for esteem,

prestige, affection, orpower). Also known as

psychogenic or secondaryneeds.



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Goals (example)

An ad that portrays

subscribing to a

health magazine as a

means to achieve

several physicalappearance-related

goals



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chicken

music instrument

feel happy

low calorieslow sugar

good health

relaxhot tub

diet cola

cure headacheskeep teeth

cleanliness

kill germs

toothbrush

dishwasher

flowers

“Means-End Analysis” : a way of viewingthe NEEDS-GOALS paradigm

learn about health

mental health

television

books

red wine

pain reliever

start day right breakfast

good diet apples

ENDS

(GOALS)

MEANS

(BEHAVIOR)

PRODUCTS

(GOAL OBJECT)



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The Selection of Goals

• The goals selected by anindividual 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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PositivePositive


A driving force toward

some object or condition.

DRIVING FORCE OBJECT

Example:

A person going to Dominos tosatisfy a hunger need

Towards



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NegativeNegative


A driving force away from

some object or condition.

DRIVING FORCE OBJECT

Example:

A person may not want to flydue to safety need

Away

From

P iti & N ti G l ( l )



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Which is POSITIVE MOTIVATION?

Positive & Negative Goals (example)



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Rational Versus Emotional Motives

• Rationality implies that consumers selectgoals based on totally objective criteria suchas size, weight, price, or kms/litre

• Emotional motives implythe selection of goalsaccording to personal orsubjective criteria such asfear, affection, or status



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Why does “need-driven human activity”never cease?

• Many needs are never fully satisfied : theycontinually impel actions designed to attain / maintain satisfaction

• As needs become satisfied, new & higher-order needs emerge that cause tension and

induce activity

• People who achieve their goals set new andhigher goals for themselves



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SubstituteSubstitute

GoalGoal

•A goal that replaces an

individual’s primary goalwhen the goal cannot be

achieved or acquired.

•Basically its “settling for less”

•Example:

•A person who can’t afford

to go to Mauritius for avacation may settle for

Lakshwadeep



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FrustrationFrustration

• Failure to achieve a goalleads to frustration

• Three things can happennow:

1. Bypass the obstacle

2. Look for substitute goals3. Adopt a defense

mechanism to protect the

ego from feelings of inadequacy



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DefenseDefense

MechanismMechanism

Methods by which peoplementally redefine

frustrating situations to

protect their self-images

and their self-esteem.



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Defense Mechanismsto Counter Frustration

•MARKETERS OFTEN CONSIDER DEFENCE

MECHANISMS IN THEIR SELECTION OFADVERTISEMENT APPEALS

•THEY CONSTRUCT ADVTS. THAT PORTRAY A

PERSON RESOLVING A PARTICULAR

FRUSTRATION THROUGH THE USE OF THE

ADVERTISED PRODUCT



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Arousal of Motives

• Physiological arousal

• Emotional arousal

• Cognitive arousal

• Environmental arousal



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Arousal of Motives• Physiological arousal

– A drop in blood sugar level triggersawareness of hunger need

– A decrease in body temperature inducesshivering which implies need for warmth

– Such arousals are involuntary – but theyarouse related needs that causeuncomfortable tensions until they are

satisfied



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Arousal of Motives (contd.)

• Emotional arousal• Sometimes “fantasizing” results in arousal of latent

needs

– E.g. : an advt. that provides reminders of home maytrigger instant yearning to speak with one’s parents

• Cognitive arousal

• Random thoughts can lead to a cognitiveawareness of needs

– E.g. : New inventions



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Arousal of Motives (contd.)• Environmental arousal

– Examples

• Sight & smell of bakery goods triggers

need for food



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Physiological Needs

(Food, water, air, shelter, sex)

Safety and Security Needs

(Protection, order, stability)

Social Needs

(affection, friendship, belonging)

Figure 4.8 Maslow’s Hierarchy of Needs

Ego Needs

(Prestige, status, self esteem)

Self-Actualization

(Self-fulfillment)

A l h E i i N d



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Appeal to the Egoistic Need

A l t th S lf A t li ti N d



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Appeal to the Self-Actualization Need

An ad for athletic

shoes based on a self-actualization appeal

(note that the shoesthemselves are not

featured in the ad)

A l t th S lf A t li ti N d



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Appeal to the Self-Actualization Need

A l t th th N d



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Appeal to the other Needs

•Physiological Need (Red Label)

•Safety Need (Toyota)

•Social Need (Airtel)



VERSATILITY OF THE NEED HIERARCHY



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VERSATILITY OF THE NEED HIERARCHY

– Example : BULLWORKER

• Advertising Appeals

» Physiological ( “Improve body health”)

» Safety (“ Don’t let others bully you”)

» Social (“Let others envy you)”

» Egoistic (“Be proud of your body”)

» Self-actualization ( “You deserve theconvenience of exercising at home” )



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A Trio of Needs

• Power

– individual’s desire to control environment

– ~ ego need• Affiliation

– need for friendship, acceptance, and belonging

– ~ social need

• Achievement

– need for personal accomplishment– closely related to egoistic and self-actualization

needs

Appeal to the Power Need



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An ad that displays

an appeal to thepower need




36An Indian ad that displays an appeal to the powerneed


Appeal to the Affiliation Need



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Appeal to the Affiliation Need

An appeal to the

affiliation needs of young adults (very

similar to Maslow’ssocial need)

Appeal to the Achievement Need



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Appeal to the Achievement Need

An ad that appeals to

female high achievers

MEASUREMENT OF MOTIVES



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• Motives are hypothetical constructs (intangible)

• Researchers use a combination

MEASUREMENT OF MOTIVES

of various qualitative

research techniques to establish the presence and/orabsence of various motives

• Problem : Such techniques don’t meet the crucial test

criteria of validity & reliability

• Researchers use a combination of assessments (called

TRIANGULATION) based on:

– Behavioral data (observation)

– Subjective data (self-reports)

– Qualitative data (projective methods, collage research

etc.)



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MotivationalMotivational

ResearchResearch(Dr. Ernst Dichter)

Qualitative researchdesigned to uncover

consumers’ subconscious or

hidden motivations. The

basic premise of

motivational research is thatconsumers are not always

aware of, or may not wish to

renewal, the basic reasons

underlying their actions.

chapter04 motivation

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