consumer behaviour motivation

8/3/2019 Consumer Behaviour Motivation

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The Consumer as anIndividual


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Model of the Motivation Process

Learning

Needs

wants,

and

desires

Tension

Goal or

need

fulfill-

ment

Drive Behavior

Cognitive

processes

Tension

reduction


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Types of Needs

Innate Needs

Physiological (orbiogenic) needs that are

considered primary needs or motives (like needfor water, air, sunlight)

A

cquired needs Generally psychological (orpsychogenic) needsthat are considered secondary needs or motives.The needs acquired in the process of becominga member of a particular society.


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Goals

Generic Goals

the general categories of goals that consumerssee 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

Amity University, U P.


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The Selection ofG

oals

The goals selected by an individual dependon their:

Personal experiences

Physical capacity

Prevailing cultural norms and values

Goals accessibility in the physical and socialenvironment


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Figure 4.4 Different Appeals for

Same Goal Object


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Motivations and

Goals

PositiveMotivation

A driving force

toward some

object or condition

ApproachGoal

A positive goaltoward which

behavior is directed

NegativeMotivation

A driving force

away from some

object or condition

AvoidanceGoal

A negative goal fromwhich behavior is

directed away


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Rational Versus Emotional

Motives

Rationality implies that consumers selectgoals 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


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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 andhigher goals for themselves


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Frustration

Failure to achieve a

goal may result in

frustration. Someadapt; others adopt

defense mechanisms

to protect their ego.


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DefenseDefenseMechanismMechanism

Methods by which

people mentally

redefine frustratingsituations to protect

their self-images and

their self-esteem.


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Defense Mechanisms

Aggression

Rationalization

Regression

Withdrawal

Projection

Autism

Identification

Repression


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Arousal ofM

otives Physiological arousal

Emotional arousal

Cognitive arousal

Environmental arousal


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Philosophies Concerned With

Arousal ofMotives

Behaviorist School

Behavior is response to stimulus

Elements of conscious thoughts are to beignored

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)

Maslows Hierarchy of Needs

Ego Needs

(Prestige, status, self esteem)

Self-Actualization(Self-fulfillment)


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Types of Need Need for affiliation

Need for power

Need for achievement

Need for uniqueness


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Murrays 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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Murrays 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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Appeal to Egoistic Needs


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Appeal to

Self-

Actualization


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A Trio of Needs

Power

individuals 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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Appeal toPower Needs


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Appeal to

Affiliation

Needs


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Appeal to

Achievement

Needs


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MotivationalMotivationalResearchResearch

Qualitative research

designed to uncoverconsumers

subconscious or hidden

motivations.

Consumers are not

always aware of, or

may not wish to

recognize, the basicreasons underlying their

actions.

consumer behaviour motivation

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