Consumer Motivation and Needs

8/6/2019 Consumer Motivation and Needs

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ConsumerMotivation

CHAPTER

FOUR



Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall2

Learning Objectives

1.To Understand the Types of HumanNeeds and Motives and the Meaningof Goals.

2.To Understand the Dynamics of Motivation, Arousal of Needs, Settingof Goals, and Interrelationship

Between Needs and Goals.3.To Learn About Several Systems of

Needs Developed by Researchers.

4.To Understand How Human Motives AreC hap ter Four

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Motivation as aPsychological Force

• Motivation is thedriving forcewithin individuals

that impels themto action.

• Needs are theessence of themarketingconcept.Marketers do notcreate needs butcan make

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Model of the MotivationProcess

Figure 4.2

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Types of Needs

• Innate Needs

– Physiological (or biogenic) needs thatare considered primary needs ormotives

•

• Acquired Needs

– Learned in response to our culture orenvironment. Are generallypsychological and considered

secondary needs C hap ter Four

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Goals

• The sought-after results of motivatedbehavior

•

Generic goals are generalcategories of goals that consumerssee as a way to fulfill their needs

•

Product-specific goals arespecifically branded products orservices that consumers select astheir goals

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How Does this Ad Appeal to

One’s Goals?

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http://www.mensfitness.com/




It Appeals to Several PhysicalAppearance-related goals.

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http://www.mensfitness.com/




The Selection of Goals

• The goals selected by an individualdepend on their:

–

Personal experiences – Physical capacity

– Prevailing cultural norms and values

– Goal’s accessibility in the physical

and social environment

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Discussion Questions

• What are three generic goals you have setfor yourself in the past year?

• What are three product-specific goals you

have set in the past year?

• In what situations are these two related?

• How were these goals selected? Was it

personal experiences, physical capacity,or prevailing cultural norms and values?

–

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Motivations and Goals

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ogger s o va on - a e4.1 (excerpt)

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Construct Items

Blogging

for self-expressing

I use my blog to free my mind when I am moody.I express myself by writing in my blog.

My blog is the place where I express what I feel.

Blogging for lifedocumenting

I use my blog as my diary to document my life.By writing text and posting video/audio files, I keep a record of my life.

Blogging for

commenting

I’m willing to comment on what other bloggers say.

I’d like to respond to other blogs that I read (no matter if I know of the blogger or not).I’d like to receive people’s comments on what I post on my blog.

Blogging for forum participating

Blogging helps me to make more like-minded friends.In my blogroll I have friends with whom I can share things.By blogging I interact with a set of blogs that have contents similar towhat I put in my blog.

Blogging for informationseeking

Blogging helps me extract information behind events that interest me.Blogging helps me explore more information about products and/or services.To me it is convenient to search for information by blogging.




Rational versus EmotionalMotives

• Rationality implies that consumersselect goals based on totallyobjective criteria, such as size,weight, price, or miles per gallon

• Emotional motives imply theselection of goals according to

personal or subjective criteria

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• What productsmight bepurchased

using rationaland emotionalmotives?

•

What marketingstrategies areeffective whenthere are

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The Dynamics of Motivation

• Needs are never fully satisfied

• New needs emerge as old needs are

satisfied• People who achieve their goals set

new and higher goals forthemselves

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Substitute Goals

• Are used when a consumer cannotattain a specific goal he/sheanticipates will satisfy a need

• The substitute goal will dispel tension

• Substitute goals may actually replacethe primary goal over time

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Frustration

• Failure to achieve a goal mayresult in frustration.

•

Some adapt; others adopt defensemechanisms to protect their ego.

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- .(excerpt)

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Construct ItemsAggression In response to frustration, individuals may resort to aggressive behavior

in attempting to protect their self-esteem. The tennis prowho slams his tennis racket to the ground when disappointed with

his game or the baseball player who physically intimidates an umpirefor his call are examples of such conduct. So are consumer boycotts of companies or stores.

Rationalization

People sometimes resolve frustration by inventing plausible reasonsfor being unable to attain their goals (e.g., not having enoughtime to practice) or deciding that the goal is not really worth pursuing(e.g., how important is it to achieve a high bowling score?).Regression An individual may react to a frustrating situation with childish or immature behavior. A shopper attending a bargain sale, for example,may fight over merchandise and even rip a garment that another

shopper will not relinquish rather than allow the other person to have it.Withdrawal Frustration may be resolved by simply withdrawing from the situation.For instance, a person who has difficulty achieving officer status in an organization may decide he can use his time moreconstructively in other activities and simply quit that organization.




Arousal of Motives

• Physiological arousal

• Emotional arousal

•Cognitive arousal

• Environmental arousal

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How Does This AdArouse One’s Needs?

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One’s Yearning for an Adventurous

Vacation by Appealing to the

Sense of Touch

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Philosophies Concerned withArousal of Motives

• Behaviorist School

– Behavior is response to stimulus

– Elements of conscious thoughts are to be

ignored – Consumer does not act, but reacts

• Cognitive School

– Behavior is directed at goal achievement

– Needs and past experiences are reasoned,categorized, and transformed intoattitudes and beliefs

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Types and Systems of Needs

• Henry Murray’s 28 psychogenicneeds

•

Abraham Maslow’s hierarchy of needs

• A trio of needs

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’u rray s List o f

sy ch o g e n ic N e e d s

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’u rra y s List o f P sy ch o g e n ic

( )e e d s co n tin u e d

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Maslow’s Hierarchy of




Maslow’s Hierarchy of Needs

Figure 4.10

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To Which of Maslow’s

http://www.maslow.com/




To Which of Maslow’sNeeds Does This Ad

Appeal?

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Both Physiological andSocial Needs

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To Which of Maslow’sNeeds Does This Ad

Appeal?

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Egoistic Needs

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To Which of Maslow sNeeds Does This Ad

Appeal?

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Self-Actualization

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• What are three types of productsrelated to more then one level of Maslow’s Hierarchy of Needs?

• For each type of product, considertwo brands. How do marketersattempt to differentiate their

product from the competition?

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A Trio of Needs

• Power

– individual’s desire to controlenvironment

• Affiliation

– need for friendship, acceptance, andbelonging

• Achievement – need for personal accomplishment

– closely related to egoistic and self-

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To Which of the Trio




To Which of the Trioof Needs Does This Ad

Appeal?

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The Affiliation Needs Of




The Affiliation Needs Of Young, Environmentally

Concerned Adults

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To Which of the Trio




To Which of the Trioof Needs Does This Ad

Appeal?

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Affiliation Need

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Power And AchievementNeeds

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Measurement of Motives

• Researchers rely ona combination of

techniques• Qualitative research

is widely used

•

Projectivetechniques areoften verysuccessful inidentif in C ha pter Fou r

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Qualitative Measures of




Qualitative Measures of Motives

Table 4.7 (excerpt)

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Motivational Research

• Term coined in the 1950s by Dr.Ernest Dichter

•

Based on premise that consumersare not always aware of theirmotivations

• Identifies underlying feelings,attitudes, and emotions

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http://www.olsonzaltman.com/html/howzmet.html



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Copyright © 2010 Pearson Education, Inc.publishing as Prentice Hall

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Consumer Motivation and Needs