Motivation and Emotion

Motivation “The state of drive or arousal that impels behavior toward a goal-object”

Motivation process Stimulus Drive / Arousal Behavior Outcome Feedback

Maslow’s Hierarchy Physiological Needs Safety/Security Belonging/Love Esteem/Ego Self Actualization Higher level needs addressed only after lower needs fulfilled. Back down to lower need if it becomes activated.

Types of businesses meeting physiological needs Grocery store Restaurant Hotel, campground, housing development Gas utility, firewood lot, community swimming pool Which ones meet ONLY physiological needs?

Which businesses meet security/safety needs? Security guards; alarm companies Public service: police, fire, EMT, hospital Gated community Security systems / components vendors and integrators Martial arts schools Weapons manufacturers and resellers

Which businesses meet belonging and love needs? Bars; nightclubs Community or spiritual organizations Retirement communities Clothing manufacturers and resellers Dating services Honeymoon hotels

Which businesses meet self- esteem and ego needs? Higher education Sports challenge services Online games Fashion retailing Luxury housing development

Which businesses meet self- actualization needs? Special interest retailers, e.g. hobby shops Special interest schools, e.g. cooking classes Cultural arts organizations Spiritual organizations

Sheth’s and Hanna’s Lists of Needs Functional Social Emotional Epistemic – knowing/learning Situational Sheth Hanna Physical Safety Material Security Material Comfort Acceptance by others Recognition from others Influence over others Personal Growth

Other Important Needs Arousal Seeking – need for stimulation Need for Cognition – need to learn and know Need for Attribution – need to understand what causes some effect These are universal psychological needs, but people have differing levels and differing interests and areas of focus.

Attribution Internal vs. external attribution: is it the person (or company) or the situation the person is in? Based on: –Consistency- does s/he do this often? –Consensus- is s/he the only one to do this? –Distinctiveness- does s/he do this only in this setting? Example: Dennis Franz in the Nextel ads

Other psychological needs? Are there other common needs that are powerful motivators that haven’t been covered yet?

How about these needs? Need to be right Need for order Need for simplification Need for convenience Need to compete Need to win Need to have heroes Need for a villain Need for mysticism Need for goodness

Emotion Physiological response – autonomic arousal Cognitive response Behavioral response Schacter’s Two Factor Model –Autonomic arousal –Cognitive interpretation

Plutchik’s Primary Emotions Fear Anger Joy Sadness Acceptance Disgust Anticipation Surprise

Other emotion topics Hedonic consumption – consumption for pleasure Deep involvement – strong interest –Enduring involvement –Situational involvement

Values Values: what is important; goals or desired end- states Terminal vs. instrumental Kahle’s List of Values Self-respectExcitement Self-fulfillmentAccomplishment SecurityFun/enjoyment Sense of belongingBeing well respected Warm personal relationships

Self Concept How one views oneself –Actual: how one sees oneself currently –Ideal: how one would like to be

Lifestyles The way we live Determined by –Personal characteristics –Personal context: culture, group influences, personal worth –Needs and emotions

Psychographics Measurement based descriptors of people AIO – attitudes, interests, opinions VALS –VALS 1: Maslow X Social Character (Inner vs. Outer directed) –VALS 2: Self-orientation X resources

VALS1 Base level –Survivors –Sustainers Outer-directed –Belongers –Emulators –Achievers Inner-directed –I-am-me –Experiential –Socially conscious Integrated

VALS2 Bottom: Struggler Action oriented –Maker –Experiencer Status oriented –Striver –Achiever Principle oriented –Believer –Fulfilled Integrated: Actualizer

Usage? Segmentation? –Probably not, because categories are too broad to be useful. Communications? –Useful, but process is important to understand. Conclusion: motivations, emotions, lifestyles can be useful, but usually more detail is needed to guide marketing.