needs motivation

8/2/2019 Needs Motivation

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Consumer Behavior

Needs and Motives


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Hierarchy of Needs

Self-Actualization(Self-fulfillment)

Ego Needs(Prestige, status, self-respect)

Social Needs(Affection, friendship, belonging)

Safety and Security Needs

(Protection, order, stability)

Physiological Needs(Food, water, air, shelter, sex)


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Nature of the Need Hierarchy

The hierarchy is not a rigid one

There are many exceptions to primacy

It doesnt apply all the time

It doesnt apply to every individual

It doesnt apply in every situation

The hierarchy does generallyapply


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Physiological Needs

Nature of these primary needs Easy to satisfy in this society

Wide array of goods satisfy these needs

Often satisfied along with higher needs

Marketers often ignore these needs Sleeper needs may have promise

Sometimes too little, often too much

Consumers may have a glut of satisfaction

Problems with obesity, alcohol, etc. may result

Excessive comfort leads to lethargy

Sedentary life lacks stimulation and excitement


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Safety and Security Needs

Maintenance of biological needs come next People strive for personal and family safety

Security of property and finances are sought

Consumers must control exposure to risk Risk is inherent in pursuit of other need satisfaction

Total safety and security would be stultifying

Some products minimize risks from other goods

Some brands minimize risks inherent in the product


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Social Needs

Humans are a gregarious species

The need to belong is exceedingly strong

Social needs are universal

Social needs are insatiable

Alienation from others is torturous

Americans are susceptible to isolation anxiety

Affiliation appeals are extremely popular

They are often very effective

Ample resources to buy goods promising belonging

An insatiable need for friendship and affection

Few traditional sources of affiliation and love

Link between product & promise must be credible


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Prestige Needs

The need for status is genetic (instinctive)

Status needs are universal

Status needs are not insatiable

Prestige and affiliation needs may conflict

Prestige appeals are very common

Many products promise more status or prestige

Goods may be rare, exceptional or expensive

Some degree of exclusivity is helpful Products or brands must be socially visible

Prestige goods demand curve may be positive


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Self-Actualization Needs

These are at the apex of the need pyramid Lower order needs must be mainly satisfied

These needs may emerge and subside

Self-fulfillment is typical of senior consumers

Changes in society make these needs more common

Increased longevity

Better health

Better technical resources

Greater financial security

Social acceptance of eldersFewer demands on senior consumers

Improved living facilities


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A Horizontal View of Needs

Achievement

Independence

Exhibition

Recognition Dominance

Affiliation

Nurturance Succorance

To accomplish difficult tasks

To be autonomous

To display ones self

To receive positive notice

To exert ones will

To belong and be accepted

To give comfort and careTo receive help and comfort


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A Horizontal View of Needs

Sexuality

Stimulation

Diversion

Novelty Understanding

Consistency

Security

To establish sexual identity

To excite the senses

To play and be entertained

To experience the unusual

To learn and comprehend

To be orderly and have control

To be free from threat or harm


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Model of Motivation

Tension

TensionReduction

CognitiveProcessing

Drive

Learning

Behavior

Goal/need

fulfillment

Unfulfilledneeds

wants,desires


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Motivation

Positive Motives Involve effort to acquire something.

Related to positive goals.

Associated with approach objects.

Negative Motives

Involve effort to avoid something.

Related to negative goals.

Associated with avoidance objects.


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Motivation

Rational Motives Based on intellectual activity.

Evaluation focused on pragmatic utility.

Judgment based on objective criteria.

Emotional Motives

Based on mood states.

Evaluation focused on emotional effects.

Judgment based on subjective criteria.


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Needs and Goals Constantly Change

Needs are virtually nevercompletely satisfied.

New needs emerge as

old needs are satisfied. Success and failure

usually influence goals.

Failure to attain maylead to goal substitution.


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Psychological Reactions to Frustration

Aggression

Rationalization

Regression

Withdrawal Projection

Autism

Identification Repression


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Arousal of Motives

Physiological Arousal Changes in bodily needs, physical condition.

Emotional Arousal

Active imagination or engagement in fantasy. Cognitive Arousal

Thought, recollection, planning or projection.

Environmental Arousal

Cues from current situation or circumstance.


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Motivational Research

Development of Motivational Research Sigmund Freud

Early Motivation Research

Limitations of Motivational Research Motivational Research Today

Uses of Motivational Research

Finding the Triggers to Action

needs motivation

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