CHAPTER FOUR Consumer Motivation

Motivation as a Psychological Force Motivation is the driving force within individuals that impels them to action. Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Model of the Motivation Process Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Discussion Questions What motivated you to come to the class? Why did you join NSUSS/ NSUCDC/ YES??? Why did you take marketing as your major? “what gets you going…and what keeps you going”

Motive A motive is why an individual does something. a construct representing an unobservable force that stimulates and compels a behavioral response and provides specific direction to that response

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Types of Needs Innate 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 Extrinsic Needs Buying a product that symbolizes status to impress others. Intrinsic Needs Buying a product for own comfort and enjoyment. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 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 Product-specific goals are specifically branded products or services that consumers select as their goals Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Discussion Questions What are three generic goals you have set for 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? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

How Does this Ad Appeal to One’s Goals? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

It Appeals to Several Physical Appearance-related goals. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall The Selection of Goals For a given need, there can be many 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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Motivations and Goals Positive Motivation A driving force toward some object or condition Approach Goal A positive goal toward which behavior is directed Negative A driving force away from some object or condition Avoidance Goal A negative goal from which behavior is directed away Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

The Selection of Goals Promotion focus Prevention focus Favor the presence of positive outcomes. Have hopes and aspiration Interested in growth and development Prevention focus Favor the absence of negative outcomes. More concerned with duties and obligations. Interested in safety and security.

Blogger’s Motivation - Table 4.2 (excerpt) 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 life documenting 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 to what I put in my blog. Blogging for information seeking 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. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Rational versus Emotional Motives

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Discussion Questions What products might be purchased using rational and emotional motives? What marketing strategies are effective when there are combined motives? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

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 for themselves Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Changing consumer needs

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Substitute Goals Used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need May not be as satisfactory as primary goal The substitute goal will dispel tension Substitute goals may actually replace the primary goal over time Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Frustration Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Defense Mechanism Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

Defense Mechanisms Aggression Rationalization Regression Withdrawal Projection Daydreaming/Autism Identification Repression

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Arousal of Motives Physiological arousal Emotional arousal Cognitive arousal Environmental arousal A consumer has a variety of needs but only some of them are aroused at any given time and given top-of-mind priority. Motives become aroused by the consumer’s psychological condition (they get hungry), their emotional state (frustrated), cognitive processes (they read an ad that made them think about their needs), or by events occurring in their general surroundings (the weather becomes cold). Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

How Does This Ad Arouse One’s Needs? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 25 Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall The Ad Is Designed to Arouse One’s Yearning for an Adventurous Vacation by Appealing to the Sense of Touch Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 26 Chapter Four Slide

Philosophies Concerned with Arousal of Motives Behaviorist School See motivation as a mechanical process 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 into attitudes and beliefs Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Types and Systems of Needs Although basic biological needs are easily understood and agreed upon, psychological needs differ from researcher to researcher Henry Murray’s 28 psychogenic needs Abraham Maslow’s hierarchy of needs A trio of needs Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Murray’s List of Psychogenic Needs Needs Associated with Inanimate Objects Acquisition Conservancy Order Retention Construction Needs Reflecting Ambition, Power, Accomplishment, and Prestige Superiority Achievement Recognition Exhibition Infavoidance Needs Connected with Human Power Dominance Deferrence Similance Autonomy Contrariance Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Murray’s List of Psychogenic Needs (continued) Sado-Masochistic Needs Aggression Abasement Needs Concerned with Affection between People Affiliation Rejection Nurturance Succorance Play Needs Concerned with Social Intercourse Cognizance Exposition Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Maslow’s Hierarchy of Needs Figure 4.10 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

To Which of Maslow’s Needs Does This Ad Appeal? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 32 Chapter Four Slide

Both Physiological and Social Needs Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 33 Chapter Four Slide

To Which of Maslow’s Needs Does This Ad Appeal? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 34 Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Egoistic Needs Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 35 Chapter Four Slide

To Which of Maslow’s Needs Does This Ad Appeal? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 36 Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Self-Actualization Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 37 Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Discussion Questions What are three types of products related to more then one level of Maslow’s Hierarchy of Needs? For each type of product, consider two brands. How do marketers attempt to differentiate their product from the competition? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall A Trio of Needs 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 2010 Pearson Education, Inc. publishing as Prentice Hall 39 Chapter Four Slide

To Which of the Trio of Needs Does This Ad Appeal? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 40 Chapter Four Slide

The Affiliation Needs Of Young, Environmentally Concerned Adults Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 41 Chapter Four Slide

To Which of the Trio of Needs Does This Ad Appeal? Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 42 Chapter Four Slide

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Affiliation Need Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 43 Chapter Four Slide

Power And Achievement Needs Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 44 Chapter Four Slide

Measurement of Motives Researchers rely on a combination of techniques Qualitative research is widely used Projective techniques are often very successful in identifying motives. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Qualitative Measures of Motives Table 4.7 (excerpt) This method, including the tool termed ZMET, was discussed in detail in Chapter 2. DuPont used this method to study women’s emotions regarding pantyhose. METAPHOR ANALYSIS This method consists of having customers tell real-life stories regarding their use of the product under study. Kimberly-Clark used this method to develop pull-ups. STORYTELLING In this method, respondents are presented with words, one at a time, and asked to say the first word that comes to mind. WORD ASSOCIATION AND SENTENCE COMPLETION Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide

Motivational Research Term coined in the 1950s by Dr. Ernest Dichter Based on premise that consumers are not always aware of their motivations Identifies underlying feelings, attitudes, and emotions Much of the research done in consumer behavior is based on motivational research. Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide