MotivationAimee Farmer

Motives

A motive is simply a reason for carrying out a particular behaviour

Needs are the basis of all motivation

Wants are specific satisfiers

Drive

Drive is the force that makes a person respond to a need

It is an internal stimulus caused by a gap between someone’s actual state and their desired state

It is created when the position someone is in at that moment differs from the position they would like to be in

Classification of consumer motives

Primary motives The reasons that lead to the purchase of a product class.

Secondary motives These are the reasons behind buying a particular brand.

Rational motivesThese motives are based on reasoning, or a logical assessment of the person’s current

situation.

Emotional motives Motives having to do with feelings about the brand.

Conscious motives These are the motives of which we are aware.

Dormant motives These motives operate below the conscious level.

Zuckerman’s hierarchy of stimulation

Stimulation increases – the thrill-a-minute life

Thrill-seeking

Experience-seeking

Disinhibition

Boredom

Risk decreases – the quiet

life

Maslow’s hierarchy of needs

Motivational conflict

Approach-approach conflict: When an individual is faced with two or more desirable alternatives

Avoidance-avoidance conflict: When the individual is faced with two or more equally unappealing choices

Approach-avoidance conflict: When the course of action has both positive and negative consequences

Vroom’s expectancy theory

Three factors:

1. The value of the reward 2. The exception of being able to gain the reward 3. The effort needed to gain the reward