Consumer Motivation

Consumer Motivation Motivation is the biological, emotional, rational and/or social force that initiates and directs behaviors since buying is a behavior, marketers need to understand motivation

Consumer Motivation Biological forces are linked to our most basic needs for survival Things like a need for water, shelter, affection, etc. these need to be satisfied first

Consumer Motivation Emotional forces include love, sympathy, joy, anger, fear, etc. can either motivate the consumer positively (like love) negatively (like fear) Impulse items are often elicit a positive emotional response Pumpkin Why do people invest in a warranty?

Consumer Motivation Rational forces are often in conflict with emotional ones rational forces deal with logic Consumer is interested in the “real” benefits of the products/service ex: cost, convenience, safety, taste

Consumer Motivation Societal forces are caused by other people friends, family and society in general Sadly, these purchases are increasing more and more celebrity endorsements are an example These are purchases that are to be seen, be popular, make others impressed, etc.

With groups of 2 or 3 I’m giving you permission to watch youtube! I want you to find an example of commercials that would be aimed towards Biological Forces Rational Forces Emotional Forces Social Forces

Motivational Theories Thorndike’s Law of Effect consumers are motivated to buy products that produce positive events and reduce negative events most purchases are influenced by both A marketer’s job is to communicate the benefits and downplay the negative

Motivational Theories Maslow’s Hierarchy of Needs consumers respond to motivation according to levels of needs in this order: physiological safety/security affiliation Esteem Self actualization if these needs are met, the person may then be motivated by growth needs

Self-Actualization Esteem Belonging Physiological Safety

Motivational Theories Aldelfer’s ERG Theory Came after Maslow’s theory Very similar – Hierarchy that we all follow ERG E – Existence – similar to physiological and safety R – Relatedness – similar to love/belonging G – Growth – similar to esteem/self-actualization Unlike Maslow Different levels can be pursued at the same time Example: An artist may struggle to eat while becoming fulfilled intellectually with their paintings

Aldelfer’s ERG Theory