Learning

Needs wants, and desires Tension

Goal or need fulfill-ment

Drive Behavior

Cognitive processe

s

Tension reduction

MOTIVATION

Definition:

Motivation is a driving force within an individual that impels them to action.

Model of motivation:

This model portrays motivation as a state of need induced tension that drives the individual to engage in behaviour that he or she believes will satisfy the need and thus reduce the tension.

Role or functions of motives:

The role of motive is to arouse and direct the behaviour of consumers. Some of the functions of motives are:

Defining basic striving: Motives influence consumers to develop and identify their basic striving which includes

general goals such as safety, affiliation, etc which consumer seeks to achieve. Identifying goal objects:

Consumers view product or service as a mean to satisfy their motives. The product is the goal to consumers.

Influencing choice criteria:

Motives guide consumers to buy certain products and not the other. Influencing consumer perception and learning:

Motives influences consumer perception and learning process.

Types of motives:

The types are:

Strong vs. weak motive Conscious vs. unconscious motive Positive vs. negative motive Rational vs. emotional motive

Arousal of motives:

Four arousal of motives are:

Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

Physiological arousal:

Physiological cues are involuntary and it cause uncomfortable tension. Eg: stomach contraction will trigger awareness of a hunger need.

Emotional arousal:

Autistic thinking(Daydreaming) arouse emotional need and drive them into goal oriented behaiour.

Eg: fear of examination drives the student to sit and study.Cognitive arousal:

Random thought can lead to cognitive awareness of needs. Eg: ads that provide reminder of home make one feel to speak with parents.

Environmental arousal:

Certain cues in the environment arouse a set of needs. Eg: End of school day will arouse a need for food.

Dynamics of motivation:

Needs are never fully satisfied

New needs emerges as old needs are satisfied Success and failure influence goals Substitute goal Frustration

Measurement of motives:

Motives are hypothetical constructs and are not tangibly observed. No single measurement exists so combination of various qualitative research techniques

is used. Motivational research includes all type of measures into human motives.

Motivational research: Motivational research is a qualitative research designed to uncover the consumers

subconscious or hidden motivation. Sigmund freud’s psychoanalytical theory of personality provide the foundation for the

development of motivational research.Limitations:

This research is qualitative and experiment can be performed for only small group so generalization of the result for large group will sometimes give wrong result.

This research generate more subjective opinion and it is difficult for the marketer to understand consumer behaviour.

PERSONALITY AND CONSUMER BEHAVIOUR

Definition:

Personality is defined as the inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

Nature of personality:

Personality reflects individual difference: Individual personality are unique combination of factors so no individuals are alike. Many individuals may be similar in terms of single personality characteristic which help

marketers to categorize consumers into different groups and identify their market segment.

Personality is consistent and enduring: Personality has both consistency and endurance.

Personality can change: Some major life events and gradual maturing process changes the personality.

Theories of personality:

Personality theories are:

Freudian theory. Neo-Freudian theory. Trait theory.

Freudian theory: This theory is proposed by Sigmund Freuds’. This theory is built on the premises “Unconscious needs or drives are at the heart of

human motivation”. Human personality consist of 3 interacting systems:

o Ido Superegoo Ego

Id:

Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction. Eg: hunger, thirst, etc.

Superego:

Individual’s internal expression of society’s moral and ethical codes of conduct.

It sees whether individual satisfies the need in the socially acceptable fashion.

Ego:

Individual’s conscious control that balances the demands of the id and superego

Neo-Freudian personality theory: Social relationships are fundamental to the formation and development of personality. Three personality group of individuals are:

o Compliant individuals: those who move towards others.o Aggressive individuals: those who move against others.

Detached individuals: those who move away from others