Chapter No: 09 Chapter Name: Motivation Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 01

Learning Objectives Understand the roles of different types of motivation. Learn how companies use different types of motivation. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 02

Definition Motivation: Motivation the energizing force that causes behavior that satisfies a need. Needs are hierarchical. Once basic physiological needs are met, people seek to satisfy learned needs. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 03

Needs wants, and desires Model of the motivation process Learning Needs wants, and desires Tension Goal or need fulfill- ment Drive Behavior Cognitive processes Tension reduction

Types of Needs Innate (inborn) 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 PSTU.”

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

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

Maslow’s Hierarchy of Needs Abraham Maslow in 1943 Self- actualization Esteem/ego needs (Prestige, status) Belongingness/social needs (Affection, love) Security (Protection, order, stability) Physiology (Food, water, air, shelter etc.) Food Achievement Status Friendship Stability NEEDS General Examples Source: Adopted from Abraham H. Maslow, “A Theory of Human Motivation,” Psychology Review, 1943, Vol. 50, pp. 370-396. Figure 10.2

Hierarchy of Needs: Maslow Theory (continued) Physiological needs o basic to survival. o 4 basic needs i.e. food, cloth, education and accommodation. Safety needs o self-preservation o physical well-being. o to get a job with security. . Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 010

Hierarchy of Needs: Maslow Theory (continued) Social needs o love o friendship. Self-esteem needs o achievement o status o prestige o self-respect. Self-actualization needs o personal fulfillment. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 011

Example: Individuals buy health foods, medicines and low fat and diet products to satisfy physiological needs. They buy insurance, preventive medical services and home security systems to satisfy safety and security needs. Almost all personal care and grooming products (cosmetics, mouthwash, saving cream) as well as most clothes are bought to satisfy social needs. High tech products such as computers or sound systems and luxury products such as furs, big cars or expensive furniture are often bought to fulfill ego and esteem needs. Postgraduate college education, hobby related products, exotic and physically challenging adventure trips are sold as ways of achieving self fulfillment.

Frederick Herzberg “Motivation-Hygiene Theory” Elements of Perception This theory is so called “Two Factor Theory”. Motivators: give positive satisfaction (e.g. challenging work, recognition, responsibility, achievements and job advancement) and Hygiene factors: that do not motivate if present, but, if absent, result in demotivation (e.g. status, job security, salary and fringe benefits, work conditions, personal life, relationship with subordinates, supervisor and company policy and administration). Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 013

The Two-Factor Theory of Motivation Satisfaction No satisfaction Motivation Factors • Achievement Recognition The work itself Responsibility Advancement and growth The Two-Factor Theory of Motivation Dissatisfaction No dissatisfaction Hygiene Factors • Supervisors Working conditions Interpersonal relations Pay and security Company policies and administration Figure 10.3

McClelland “Theory of Needs” Elements of Perception David McClelland has developed a theory on three types of motivating needs : 1.Need for Power: it relates to and individual’s desire to control his or her environment. Ex: power drink 2.Need for Affiliation (build a friendly environment around themselves) this need suggests that behavior is strongly influenced by the desire for friendship, for acceptance, for belonging. 3.Need for Achievement (challenge of success and the fear of failure) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 015

Query?

Thank You … For staying with me … Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 017