MOTIVATIONMOTIVATION

DefinitionDefinition

Motivation is an inner state of Motivation is an inner state of arousal that denotes energy to arousal that denotes energy to

achieve a specific goal:achieve a specific goal:

To Satisfy my needs.*To Satisfy my needs.*

Motivation represents the drive Motivation represents the drive to satisfy needs through product to satisfy needs through product

purchase and consumptionpurchase and consumption

* Motivation comes from latin motus which means to move

The degree of arousal present due to a discrepancy The degree of arousal present due to a discrepancy

between the consumer’s present state and some ideal statebetween the consumer’s present state and some ideal state

DriveDrive

Motivation ProcessMotivation Process

Opportunity or Need (arousal , stress)

Behavior (triggered by signal)

Goal(equilibrium)

Two major components:Two major components:Energy (Strength) and Energy (Strength) and DirectionDirection

Does Marketing Create Needs?Does Marketing Create Needs?Needs: internal state of tension caused by desiquilibrium from an ideal or desired state.

Biogenic vs psychogenic: innate vs acquired.

Maslow Classification.

Wants: A Manifestation of the need created by personal and cultural factors.

Social vs Non social; functional, symbolic vs Hedonic.

Mc Donald’s or Outback.

Non-for profit organization or golf membership.

Innate NeedsInnate Needs

Physiological needs for food, water, air, clothing,

shelter, and sex. Also known as biogenic or

primary needs.

Does Marketing Create Needs?Does Marketing Create Needs?

Needs: internal state of tension caused by desiquilibrium from an ideal or desired state.

Biogenic vs psychogenic: innate vs acquired.

Maslow Classification.

Wants: A Manifestation of the need created by personal and cultural factors.

Social vs Non social; functional, symbolic vs Hedonic.

Mc Donald’s or Outback.

Non-for profit organization or golf membership.

Acquired Acquired NeedsNeeds

Needs that are learned in response to one’s culture or

environment (such as the need for esteem, prestige, affection, or power). Also known as psychogenic or

secondary needs.

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Exhibit 3.6: Types of Needs

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Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

Figure 4.11 Figure 4.11 Appeal to Appeal to

Self-Self-ActualizationActualization

Figure 4.12 Figure 4.12 Appeal to Appeal to

Power Power NeedsNeeds

Figure 4.13 Figure 4.13 Appeal to Appeal to Affiliation Affiliation

NeedsNeeds

Figure 4.14 Figure 4.14 Appeal to Appeal to

AchievemeAchievement Needsnt Needs

Criticisms of Maslow’s HierarchyCriticisms of Maslow’s Hierarchy

The application is too simplistic:– It is possible for the same product or activity to satisfy

every need.

It is too culture-bound:– The assumptions of the hierarchy may be restricted to

Western culture

It emphasizes individual needs over group needs– Individuals in some cultures place more value on the

welfare of the group (belongingness needs) than the needs of the individual (esteem needs)

Motivational Motivational ResearchResearch

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.

Motivations and GoalsMotivations and Goals

Positive Motivation– A driving force

toward some object or condition

Approach Goal– A positive goal

toward which behavior is directed

Negative Motivation– A driving force

away from some object or condition

Avoidance Goal– A negative goal from

which behavior is directed away

Motivational ConflictsMotivational Conflicts Approach-Approach Conflict:

– A person must choose between two desirable alternatives.– Theory of Cognitive Dissonance: A state of tension occurs

when beliefs or behaviors conflict with one another. Cognitive Dissonance Reduction: Process by which

people are motivated to reduce tension between beliefs or behaviors.

Approach-Avoidance Conflict:– Exists when consumers desire a goal but wish to avoid it at

the same time. Avoidance-Avoidance Conflict:

– Consumers face a choice between two undesirable alternatives.

Negative ConsequencesNegative Consequences

The Partnership for a Drug-Free America points out the negative consequences of drug addiction for those who are tempted to start.

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What Affects Motivation?What Affects Motivation?

Risk and Involvement

Perceived

Risk

Perceived RiskPerceived Risk

Consumer Motivation : Consumer Motivation : Involvement Involvement

Involvement:– A person’s perceived relevance of the object

based on his/her inherent needs, values, and interests.

Object: A product or brand

Felt Involvement– Enduring– Situational– Cognitive– Affective

Objects of Involvement– Involvement with Product

Categories– Involvement with Brands– Involvement with Ads– Involvement with a Medium– Involvement with Decisions– Specifying the Object of

Involvement

Consumer Motivation : Consumer Motivation : Involvement Involvement

Conceptualizing InvolvementConceptualizing Involvement

High InvolvementHigh Involvement

Increasing Involvement through AdsIncreasing Involvement through Ads

The Swiss Potato Board is trying to increase involvement with its product. The ad reads, “Recipes against boredom.”

Customizing for Product InvolvementCustomizing for Product Involvement

Strategies to Increase Strategies to Increase InvolvementInvolvement

Appeal to hedonic needs– e.g. using sensory appeals to generate attention

Use novel stimuli– e.g. unusual cinematography, sudden silences, etc.

Use prominent stimuli– e.g. larger ads, more color

Include celebrity endorsersBuild a bond with consumers

– Maintain an ongoing relationship with consumers

Measuring InvolvementMeasuring Involvement

Teasing out the Dimensions of Involvement:– Involvement Profile:

Personal interest in a product category Risk importance Probability of making a bad purchase Pleasure value of the product category How closely the product is related to the self

– Zaichkowsky’s Personal Involvement Inventory Scale

Segmenting by Involvement Levels:– Involvement is a useful basis for market segmentation

Theories to explain Theories to explain Motivation ?Motivation ?

Freud’s theory or Psychoanalytic Theory

Ego : conscient part of psyche (perceptions, memory, feelings…).

Id : natural instincts, physiologically based, repressed, internal.

Use of theory in Marketing.

To satisfy three components.

Super ego : Judge. Dictate proper behavior. Socially learned (rules, laws). Primarly unconscious.

To shake Id and free psyche energy.

Consumer Ability: Consumer Ability: Resources to ActResources to Act

Product Knowledge and Experience Cognitive Style Intelligence,Education, and Age Money

Consumer OpportunityConsumer Opportunity

Time Distraction Amount of Information Complexity of Information Repetition of Information

The Challenge of Understanding Consumer Motivation

Similar needs do not always lead to similar behaviors.

Different needs may lead to similar behaviors.

People don’t always want to disclose real reasons for their actions

People don’t always know why they do what they do--unconscious motivation

Efficiency do not always increase with motivation

Different Appeals for Same Different Appeals for Same Goal ObjectGoal Object