Chapter 4 Consumer Motivation MKT 344 Lecturer NNA

Chapter Outline Model of the Motivation Process Goals Motives Needs Motivational Research Copyright 2007 by Prentice Hall

Needs and Motivation Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. Motivation is the driving force within individuals that impels them to action. Copyright 2007 by Prentice Hall

Figure 4.1 Model of the Motivation Process Copyright 2007 by Prentice Hall

Types of Needs Innate Needs Acquired Needs Physiological (or biogenic) needs that are considered primary needs or motives Acquired Needs Learned in response to our culture or environment. Are generally psychological and considered secondary needs Copyright 2007 by Prentice Hall

Directions of Motives or Needs Positive direction: we may feel a driving force toward some object or condition Ex: work out to look attractive

Directions of Motives or Needs Negative direction: we may feel a driving force away from some objet or condition Ex: work out to avoid diseases

Goals The sought-after results of motivated behavior Generic goals are general categories of goals that consumers see as a way to fulfill their needs i.e. someone wants to be successful Product-specific goals are specifically branded products or services that consumers select as their goals i.e. someone wants to study in NSU and want to work in BATB or Unilever Copyright 2007 by Prentice Hall

The Selection of Goals The goals selected by an individual depend on their: Personal experiences Physical capacity Prevailing cultural norms and values Goal’s accessibility in the physical and social environment i.e. a young woman wants to be tanned by sun exposure to attain her goal. But due to the dermatologist’s opinion she can’t be exposed to sun. so instead she started using sun tanning products to achieve her goal. Copyright 2007 by Prentice Hall

Types of Goals Positive Goals Negative Goals Approach Goal A positive goal toward which behavior is directed i.e. when a student genuinely wants to attain higher education and thus goes to collage. Collage is the approach object Negative Goals Avoidance Goal A negative goal from which behavior is directed away i.e. when a student does higher education just to avoid criticisms of the family and friends. Criticism is the avoidance object Copyright 2007 by Prentice Hall

Rational versus Emotional Motives Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon Emotional motives imply the selection of goals according to personal or subjective criteria as pride, fear, affection or status i.e. price reduction in Swiss chocolate vs. regular value chocolate: Reduction (rational) vs free (emotional) Copyright 2007 by Prentice Hall

The Dynamic Nature 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 for themselves Copyright 2007 by Prentice Hall

Substitute Goals Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need The substitute goal will chase away tension Substitute goals may actually replace the primary goal over time A person who can’t afford BMW will prefer a Japanese car and the Japanese car becomes the substitute goal Copyright 2007 by Prentice Hall

Frustration Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego. Copyright 2007 by Prentice Hall

Defense Mechanism Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem Copyright 2007 by Prentice Hall

Table 4.2 Defense Mechanisms Aggression: express aggressive behavior Rationalization: invent reasonable reasons Regression: childish or immature behavior Withdrawal: just withdrawing from the situation Projection: project blame on other person or object Daydreaming: fantasize to attain imaginary unfulfilled needs Identification: identify the source of frustration and remove it Repression: suppress the unsatisfied need Copyright 2007 by Prentice Hall

Arousal of Motives Physiological arousal: Emotional arousal: Bodily needs increasing the body temperature indicates fever Emotional arousal: Latent needs person who wants to be a famous writer tend to be a blogger Cognitive arousal Cognitive awareness of needs GP Ma ad can remind someone of home and family and lead a person toward calling a parent Copyright 2007 by Prentice Hall

Maslow’s Hierarchy of Needs Figure 4.5 Copyright 2007 by Prentice Hall

Maslow’s Hierarchy of Needs 1. Physiological needs - air, food, drink, shelter, warmth, sex, sleep. 2. Safety needs - protection from elements, security, order, law, stability, freedom from fear. 3. Social needs - friendship, intimacy, affection and love, - from work group, family, friends, romantic relationships. 4. Esteem needs - achievement, mastery, independence, status, dominance, prestige, self-respect, respect from others. 5. Self-Actualization needs - realizing personal potential, self-fulfillment, seeking personal growth and peak experiences. Copyright 2007 by Prentice Hall

Maslow's self-actualizing characteristics Efficient perceptions of reality. Self-actualizers are able to judge situations correctly and honestly. They are very sensitive to the fake and dishonest, and are free to see reality 'as it is'. Comfortable acceptance of self, others, nature. Self-actualizers accept their own human nature with all its flaws. The shortcomings of others and the contradictions of the human condition are accepted with humor and tolerance. Reliant on own experiences and judgment. Independent, not reliant on culture and environment to form opinions and views. Spontaneous and natural. True to oneself, rather than being how others want. Task centering. Most of Maslow's subjects had a mission to fulfill in life or some task or problem ‘beyond’ themselves (instead of outside of themselves) to pursue. Humanitarians such as Albert Schweitzer are considered to have possessed this quality. Autonomy. Self-actualizers are free from reliance on external authorities or other people. They tend to be resourceful and independent. Continued freshness of appreciation. The self-actualizer seems to constantly renew appreciation of life's basic goods. A sunset or a flower will be experienced as intensely time after time as it was at first. There is an "innocence of vision", like that of an artist or child. Profound interpersonal relationships. The interpersonal relationships of self-actualizers are marked by deep loving bonds. Comfort with solitude. Despite their satisfying relationships with others, self-actualizing persons value solitude and are comfortable being alone. Non-hostile sense of humor. This refers to the ability to laugh at oneself. Peak experiences. All of Maslow's subjects reported the frequent occurrence of peak experiences (temporary moments of self-actualization). These occasions were marked by feelings of ecstasy, harmony, and deep meaning. Self-actualizers reported feeling at one with the universe, stronger and calmer than ever before, filled with light, beautiful and good, and so forth. Socially compassionate. Possessing humanity. Few friends. Few close intimate friends rather than many surface relationships Copyright 2007 by Prentice Hall

Table 4.3 Murray’s List of Psychogenic Needs In 1938 Henry Murray published Explorations in Personality,[1] his system describing personality in terms of needs. For Murray, human nature involved a set of universal basic needs, with individual differences on these needs leading to the uniqueness of personality through varying dispositional tendencies for each need Needs Associated with Inanimate Objects Needs Reflecting Ambition, Power, Accomplishment, Prestige Needs Connected with Human Power Needs Concerned with Affection between People Needs Concerned with Social Intercourse Copyright 2007 by Prentice Hall

Table 4.3 Murray’s List of Psychogenic Needs Inanimate Objects Ambition Power Affection Social Intercourse Acquisition: Acquiring things Achievement: Overcoming obstacles, success, and accomplishment Abasement: Apologizing and confessing Nurturance: Taking care of another person Exposition: Educating others Construction: Producing things Infavoidance: avoid shame, failure, humiliation Autonomy: Independence and resistance Play: Having fun with others Cognizance: Seeking knowledge and asking questions Order: Making things organized and neat Recognition: Gaining social status and displaying achievements Aggression: Ridiculing or attacking others Rejection: Refusing or declining others Retention: Keeping things Blame Avoidance: Following the rules and regulations in order to avoid blame Succorance: Being protected or helped by others Deference: Cooperating and obeying others Dominance: Controlling others Copyright 2007 by Prentice Hall

A Trio of Needs: Three Needs Theory Power individual’s desire to control environment Affiliation need for friendship, acceptance, and belonging Achievement need for personal accomplishment closely related to egoistic and self-actualization needs Copyright 2007 by Prentice Hall

Measurement of Motives Researchers rely on a combination of techniques Combination of behavioral, subjective, and qualitative data Construction of a measurement scale can be complex Copyright 2007 by Prentice Hall

Motivational Research Qualitative research designed to uncover consumers’ subconscious or hidden motivations Attempts to discover underlying feelings, attitudes, and emotions Copyright 2007 by Prentice Hall

Qualitative Motivational Research Metaphor analysis: Uses metaphores Storytelling: Customers tell real life story/experience regarding the product Word association and sentence completion: i.e. People who drinks Fanta are__________ Thematic apperception test: Show pictures to respondents and ask to tell a story regarding that Drawing pictures and photo-sorts: Customers are asked to draw a picture about a product or brand or sort pictures from a list Copyright 2007 by Prentice Hall