motivation prabu doss. k [email protected]. introduction needs are the essence of the marketing concept
TRANSCRIPT
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Introduction
Needs are the essence
of the marketing concept
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According to psychologists most people
experience the same kind of needs
& motives, but express these motives
in different ways
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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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Goals• These are sought after results of motivated behavior
• All behavior is goal oriented• Generic Goals
– the general categories of goals that consumers see as a
way to fulfill their needs
– e.g., “I want to play cricket.”
• Product-Specific Goals
– the specifically branded products or services that
consumers select as their goals
– e.g., “I want to play cricket with the Chennai Superkings.”
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Motivation…
• Positive Motivation-
– A driving force toward some object or
condition. Mainly needs, wants or desires
• Negative Motivation-
– A driving force away from some object or
condition. Mainly fears , aversions
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Motive Conflicts
• Approach- approach conflict
– Two desirable alternatives
– Theory of Cognitive Dissonance
• Approach- avoidance conflict
– Both positive as well as negative aspects are involved
• Avoidance- avoidance conflict
– Both are perceived as being negative
– Spending money on television repairs or new television
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Dynamic Nature of Motivation
Needs are never fully satisfied
New needs emerge as old needs are satisfied
Success and failure influence goals
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New needs emerge as old needs are satisfied
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Substitute Goals
• When an individual cannot attain a specific goal or
type of goal that he/she anticipates will satisfy
certain needs, behavior may be directed to a
substitute goal.
• Continued deprivation may result in substitute
goal assuming primary-goal status
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Frustration
• Failure to achieve a goal results in the feelings of
frustration
• Some people manage to cope by finding the way around
the obstacle, if that fails, by selecting a substitute goal
• Others less adaptive regard it as a personal failure
• These people are likely to adopt defense mechanisms to
protect their feelings of inadequacy and egos
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Defense Mechanism.....
Aggression Rationalization
Regression Withdrawal
Projection
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Arousal of Motives….
Physiological Arousal
Emotional Arousal
Cognitive Arousal
Environmental Arousal
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Philosophies concerned with arousal of motives
• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts ( impulse buyer)
• Cognitive School
– Behavior is directed at goal achievement
– Need to consider needs, attitudes, beliefs, etc. in
understanding consumer behavior
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Trio of Needs
• Power-
– individual's desire to control his or her environment
– Closely related to ego need
• Affiliation-
– Influenced for a desire for friendship, acceptance,
belonging
– Tend to be socially dependent on others
• Achievement/Uniqueness-
– Related closely to both ego and self-actualization
– Omega
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Maslow’s Hierarchy of needs
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Consumer Involvement
Do consumers form
strong relationships
with products and
services?
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Involvement
– A person’s perceived relevance of the object
based on his/her inherent needs, values, and
interests. (object: A product or brand)
– Type of information processing depends on the
consumer’s level of involvement
• Simple processing: Only the basic features of the
message are considered
• Elaboration: Incoming information is linked to
preexisting knowledge
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Cult brands
• Command fierce consumer loyalty and perhaps
worship by consumers who are highly involved in
the product
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The Many Faces of Involvement
• Product Involvement:
– Related to a consumer’s level of interest in a particular
product
• Message-Response Involvement:
– (a.k.a. advertising involvement) Refers to a consumer’s
interest in processing marketing communications
• Purchase Situation Involvement:
– Refers to the differences that may occur when buying
the same product for different contexts