CONSUMER MOTIVATION Chapter 4

MOTIVATION It is the driving force that impels consumers to action Individuals strive to reduce tension through behavior that they anticipate will fulfill their needs Goals are the sought- after results of motivated behavior

Model of Motivation Innate /primary Acquired/secondary needs   Tension, motivation , drive Personal experience prevailing cultural norms & values Physical capacity goal accessibility social/physical environment Own perception – self image Generic goals Product specific

Needs and goals are interdependent Social needs clubs, groups Power needs position, office Physiological food, shelter, clothes Psychological popularity, successful grades, performance

MOTIVATION CAN BE 1. POSITIVE drive towards object/condition Need it, want it, desire it – approach e.g. coke to quench thirst OR NEGATIVE drive away from object/condition Fear aversion – avoid E.g. do not smoke – unhealthy negative Vs. Non cola – healthy positive 2. RATIONAL objective assessment of alternatives for greatest utility e.g. Have maximum functions OR EMOTIONAL personal/subjective selection of goals…may not maximize utility or satisfaction e.g. I like the design, my friend has it

Different Schools of Thought Because assessment of satisfaction is a very personal process…own need structure, past behavior or social (learned) experiences POSITIVIST isolate causes…thus predict and influence behavior view CB as rationally motivated EXPERIENTIALIST gain insight and understanding of CB in various unique circumstances Often interested in studying hedonistic pleasures

MOTIVATION IS DYNAMIC Changing in reaction to Life’s experiences Individual physical condition Environment Interactions with others Needs Many are never fully satisfied New and higher order needs emerge One achieved…set new and higher goals Goals Success or failure …leads to Substitute goals Frustration causes defense mechanisms to protect their ego and self-esteem

CB guided by multiplicity of needs   Overriding or pre potent need initiates behavior   e.g. transportation – buy a car Needs and goals vary among individuals One goal - different needs e.g. degree – achievement, income, status One need - different goals e.g. achievement -- degree, job, promotion

MOTIVES ARE AROUSED by internal stimuli: physiological by emotions e.g. sugar level, body temperature by emotions day dreaming, bored, happy  by cognition reminders of home, activities  by environment smell of bakery products, TVCs, goal object   Motives are aroused through  Behaviorist process Vs. Cognitive process SR model reasoning  E.g. impulse behavior goal oriented behavior Reacts to stimuli act to satisfy need Buy chewing gum buy fruit

THEORY OF HEIRARCHY OF NEEDS Maslow’s hierarchy 5 levels of prepotent needs Physiological Safety Social Egoistic Self actualization Needs are diverse, Have variety, Progress from low to higher order Dissatisfaction motivates behavior

Use of Hierarchy of Needs Focus advertising appeals on a need level Facilitates product positioning and repositioning Goods segmented by needs/levels Used as basis for market segmentation   Examples Power need Mountain Dew ad Affiliation Family mixture Achievement Credit card gold Convenience home delivery service Food fast foods Safety car locks Security insurance Social branded products