Chapter 4 Consumer Motivation

Figure 4.1 Model of the Motivation Process Learning Unfulfilled needs wants, and desires Tension Drive Behavior Goal or need fulfillment 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

Innate Needs Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needs.

Acquired Needs Needs that are learned in response to one’s culture or environment (such as the need for esteem, prestige, affection, or power). Also known as psychogenic or secondary needs.

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 buy a vehicle” Product-Specific Goals the specifically branded products or services that consumers select as their goals e.g., “I want to buy a Mercedes”

Table 4.1 Means-End Analysis relax red wine hot tub low sugar low calories diet cola cure headaches pain reliever keep teeth toothbrush cleanliness dishwasher kill germs feel happy flowers good health learn about health television mental health books music instrument start day right breakfast good diet apples chicken

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

Substitute Goal A goal that replaces an individual’s primary goal when the goal cannot be achieved or acquired.

A driving force toward some object or condition. Positive Motivation A driving force toward some object or condition.

A driving force away from some object or condition. Negative Motivation A driving force away from some object or condition.

A (generally) positive goal toward which behavior is directed Approach Goal A (generally) positive goal toward which behavior is directed

A (generally) negative goal from which behavior is directed away Avoidance Goals A (generally) 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

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

Defense Mechanisms to Counter Frustration Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression

Arousal of Motives Physiological arousal Emotional arousal Cognitive arousal Environmental 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 react Cognitive School Behavior is directed at goal achievement Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

Types and Systems of Needs Hierarchy of Needs A Trio of Needs Need for Power Need for Affiliation Need for Achievement

Table 4.2 Murray’s List of Psychogenic Needs NEEDS ASSOCIATED WITH INANIMATE OBJECTS Acquisition Retention Conservancy Construction Order NEEDS THAT REFLECT AMBITION, POWER, ACCOMPLISHMENT, AND PRESTIGE Superiority Inviolacy (inviolate attitude) Achievement Infavoidance (to void shame, failure, humiliation, ridicule) Recognition Defendance (defensive attitude) Exhibition Counteraction (counteractive attit.) NEEDS CONCERNED WIH HUMAN POWER Dominance Autonomy Deferrence Contrarience (to act differently from others) Similance (suggestible attitude)

Table 4.2 continued SADO-MASOCHISTIC NEEDS Aggression Abasement NEEDS CONCERNED WITH AFECTION BETWEEN PEOPLE Affiliation Rejection Succorance (to seek aid protection, Play or sympathy) Nurturance (to nourish, aid, or protect the helpless) NEEDS CONCERNED WITH SOCIAL INTERCOURSE (THE NEEDS TO ASK AND TELL) Cognizance (inquiring attitude) Exposition (expositive attitude) Source: Adapted from Henry A. Murray, “Types of Human Needs,” in David C. McClelland, Studies in Motivation (New York: Appleton-Century-Crofts, 1955): 63-66.

Hierarchy of Needs Physiological needs Safety needs Social needs Egoistic needs Need for self-actualization

Figure 4.8 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)

An Evaluation of the Need Hierarchy Appears to reflect the assumed motivations of people in our society Sufficiently generic to encompass most needs No way to test and measure the hierarchy Seems culture- and time-bound

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

Motivational Research Qualitative research designed to uncover consumers’ subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.

Table 4.3 Selected Product Personality Profiles Uncovered by Motivational Research Baking An expression of femininity and motherhood, baking evokes pleasant nostalgic memories of the odors pervading the house when one’s mother was baking. To man, a woman is subconsciously and symbolically going through the act of giving birth when baking a cake, and the most fertile moment occurs when the baked product is pulled out of the oven. Ice Cream Ice cream is associated with love and affection. It derives particular potency from childhood memories, when it was given to a child for being “good” and withheld as an instrument of punishment. people refer to ice cream as something they “love” to eat. Ice cream is a symbol of abundance; people prefer round packaging with an illustration that runs around the box panel because it suggests unlimited quantity.

Table 4.3 continued Power Tools Power tools are a symbol of manliness. They represent masculine skill and competence and are often bought more for their symbolic value than for active do-it-yourself application. Ownership of a good power tool or circular saw provides a man with feelings of omnipotence. Beer For most people, beer is an active, alive sensuous beverage that provides the drinker with a feeling of security. People generally describe the beer they like as “alive,” “foamy,” and “sparkling,” and disliked brands as “flat,” “dead,” or “stale.”

Evaluating Motivational Research Based on Freud’s psychoanalytic theory Questionable reliability and validity Too many exotic (usually sexual) reasons for common purchases