Motivaciones de el consumidor Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Chapter 4 Motivaciones de el consumidor

Needs wants, and desires Figura 4.1 Modelo del proceso de motivación Learning Needs wants, and desires Tension Goal or need fulfill- ment Drive Behavior Cognitive processes Tension reduction

Types of Needs Innate Needs Acquired needs Physiological (or biogenic) needs that are considered primary needs or motives Acquired needs Generally psychological (or psychogenic) needs that are considered secondary needs or motives

Goals Generic Goals Product-Specific Goals the general categories of goals that consumers see as a way to fulfill their needs e.g., “I want to get a graduate degree.” Product-Specific Goals the specifically branded products or services that consumers select as their goals e.g., “I want to get an MBA in Marketing from Kellogg School of Management.”

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

Figure 4.3 Achieving Goals by Subscribing to a Magazine

Figure 4.4 Different Appeals for Same Goal Object

Motivations and Goals Positive Motivation A driving force toward some object or condition Approach Goal A positive goal toward which behavior is directed Negative Motivation A driving force away from some object or condition Avoidance Goal A negative goal from which behavior is directed away

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

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

Figure 4.6 New and Higher Goals Motivate Behavior

Figure 4.7 Changing Consumer Needs

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

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

Table 4.2 Defense Mechanisms Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression

Arousal of Motives Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

Figure 4.8 Cognitive Need Arousal

Philosophies Concerned With Arousal of Motives Behaviorist School 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 Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

Figure 4.9 Maslow’s Hierarchy of Needs Safety and Security Needs (Protection, order, stability) Social Needs (affection, friendship, belonging) Ego Needs (Prestige, status, self esteem) Self-Actualization (Self-fulfillment) Physiological Needs (Food, water, air, shelter, sex)

Table 4.3 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

Table 4.3 Murray’s List of Psychogenic Needs Sado-Masochistic Needs : Aggression, Abasement Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play Needs Concerned with Social Intercourse: Cognizance, Exposition

Figure 4.10 Appeal to Egoistic Needs

Figure 4.11 Appeal to Self-Actualization

A Trio of Needs Power Affiliation Achievement 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

Figure 4.12 Appeal to Power Needs

Figure 4.13 Appeal to Affiliation Needs

Figure 4.14 Appeal to Achievement Needs

Motivational Research Qualitative research designed to uncover consumers’ subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.