1. CHAPTER
FOUR
Consumer Motivation

2. A Simple Model of Consumer Decision Making
Copyright 2010 Pearson Education, Inc.
Chapter One Slide

3. Motivation as a Psychological Force
Motivation is the driving force within individuals that impels them to action (behavior).
Motivation is produced by a state of tension, by having a need which is unfulfilled. Consumers want to fulfill these needs and reduce the state of tension. For example, when you are very hungry, you are extremely motivated to find food. Perhaps when you need a new pair of pants, you are a bit less motivated to fulfill this need as compared to your need for food. In the case of needing pants, it is important for marketers to help increase your motivation for their products - perhaps Diesel Jeans.
Chapter Four Slide

4. Model of the Motivation Process
This model highlights the motivation process. We can see that the “drive” toward behavior will often end in the fulfillment of the need. The processes and effects of previous learning tie strongly into choices made when the behavior is defined.
Chapter Four Slide

5. Motivation Needs, Motives and Goals
In motivation process, three terms are related:
1- Need to be fulfilled (e.g. a need for food).
2- Motive: An unobservable inner force that stimulates a behavior (e.g. hunger)
3- Goal: the result or achievement toward which behavior is directed (e.g. eat to fulfill the need for food).
Need
motive
goal
Chapter Four Slide

6. Needs
Chapter Four Slide

7. Needs Needs are the essence of the marketing concept.
Marketers do not create needs but can make consumers aware of their needs through communications.
التسويق لا يخلق الحاجة ولكن من الممكن أن يثير الحاجة عن طريق الترويج
Chapter Four Slide

8. General Types of Needs Innate Needs
Physiological (or biogenic) needs that are considered primary needs (e.g. need for food)
Acquired Needs (learned needs)
Learned in response to our culture or environment. They are generally psychological and considered secondary needs (e.g. need for a pair of jeans).
The example of the need for food compared to a new pair of jeans can be further described by understanding types of needs. The need for food is more of an innate need and is considered a primary need. The need for a pair of jeans would be considered acquired. The need for clothing could be considered primary, but the need specifically for a pair of jeans is acquired, especially when they are a certain brand or designer jean.
Needs may have a positive or negative direction. There are in fact some products we are NOT drawn to. For example, when people shop for funeral services, this is not something they are usually drawn to but rather must pursue and purchase.
Chapter Four Slide

9. Detailed Types of Needs
Researchers are interested in developing a complete list of human needs. Although basic biological needs are easily understood and agreed upon, it is the psychological and psychosocial needs that differ from researcher to researcher. Murray and Maslow have both developed lists of needs and Maslow orders them within a hierarchy from lower-level to higher-level needs. Somewhat related to Maslow’s theory is the belief in a trio of basic needs including power, affiliation, and achievement.
Henry Murray’s psychogenic needs
Abraham Maslow’s hierarchy of needs
A trio of needs
Chapter Four Slide

10. 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
Deference
Similance
Autonomy
Contrariance
Conservancy = protection from loss or harm
Infavoidance = inferiority avoidance
Deference = respect
Contrariance = uniqueness
Chapter Four Slide

11. Murray’s List of Psychogenic Needs (continued)
Sado-Masochistic Needs
Aggression
Abasement
Needs Concerned with Affection between People
Affiliation
Rejection
Nurturance
Succorance
Play
Needs Concerned with Social Intercourse
Cognizance
Exposition
Nurturance مساعدة الآخرين
Succorance طلب المساعدة من الآخرين
Murray believed that everyone has the same basic set of needs but that individuals differ in their priority of those needs. His needs include many that are important when studying consumer behavior, including acquisition, achievement, recognition, and exhibition.
Chapter Four Slide

12. Maslow’s Hierarchy of Needs
The hierarchy presents five basic levels of human needs which rank in order of importance from lower-level needs to higher-level needs. The theory says that consumers will fill lower-level needs before the higher-level needs (e.g. they will eat before they enroll in a Master’s program).
Chapter Four Slide

13. To Which of Maslow’s Needs Does This Ad Appeal?
Both Physiological and Social Needs 13
Chapter Four Slide

14. To Which of Maslow’s Needs Does This Ad Appeal?
The figure shows an ad for luxury apartment building based on person’s egoistic needs (status and prestige)
The figure shows an ad for luxury apartment building based on person’s egoistic needs (status and prestige)
Egoistic Needs 14
Chapter Four Slide

15. To Which of Maslow’s Needs Does This Ad Appeal?
The figure shows an ad for athletic shoes based on self-actualization appeal (achievement) (note that the shoes themselves are not featured in the ad).
The figure shows an ad for athletic shoes based on self-actualization appeal (acheivement) (note that the shoes themselves are not featured in the ad).
Self-Actualization need 15
Chapter Four Slide

16. A Trio of Needs
Power
individual’s desire to control other people and objects. it is tied to a type of ego needs.
Affiliation
it is similar to Maslow’s social need and suggests that behavior is influenced by the desire for social ties (e.g. need for friendship, acceptance, and belonging)
Achievement
need for personal accomplishment
closely related to self-actualization needs
Some psychologists believe that this trio of needs exists for most consumers and that marketers can find a tie to motivation. Power refers to the individual’s desire to control other people and objects – it is tied to a type of ego needs. Affiliation is similar to Maslow’s social need and suggests that behavior is influenced by the desire for social ties. Finally, the need for achievement, like the other needs, will vary from individual to individual. 16
Chapter Four Slide

17. To Which of the Trio of Needs Does This Ad Appeal?
The Affiliation Needs Of Young, Environmentally Concerned Adults 17
Chapter Four Slide

18. To Which of the Trio of Needs Does This Ad Appeal?
Power and Achievement needs 18
Chapter Four Slide

19. Motives
Chapter Four Slide

20. Rational versus Emotional Motives
Rational motives imply that consumers select a brand based on totally objective criteria, such as size, weight, price, or miles per gallon
Emotional motives imply the selection of a brand according to personal or subjective criteria, such as color, affection, or prestige.
Chapter Four Slide

21. Motivational Research
Much of the research done in consumer behavior is based on motivational research.
Motivational research is Based on premise that consumers are not always aware of their motives
The understanding of consumers’ motives can help marketers make better products, communicate more clearly, and deliver benefits to the consumer.
Much of the research done in consumer behavior is based on motivational research. The understanding of consumers’ motives can help marketers make better products, communicate more clearly, and deliver benefits to the consumer.
This web link will bring you to the homepage for Olson Zaltman Associates. When visiting the website, you can learn more about the ZMET method and the strengths of motivational research.
Chapter Four Slide

22. Measurement of Motives
Researchers rely on a combination of techniques to measure motives
Qualitative research is widely used to uncover consumer motives.
Many qualitative methods (termed projective techniques) are often very successful in identifying motives because the consumer must “project” their subconscious or hidden motives onto another stimulus.
Motives are very difficult to identify and measure. This is in part because they are hypothetical and not physical concepts that can be weighed and measured with a ruler. Because they are not tangible, marketers must use a variety of measurement techniques. Because consumers often cannot or will not express their motivations outright, researchers use qualitative research to uncover consumer motives. Many of these qualitative research techniques are called projective techniques because the consumer must “project” their subconscious or hidden motives onto another stimulus. The following slide summarizes some projective techniques.
Chapter Four Slide

23. Qualitative Measures of Motives
Uses pictures as a stimulus for the consumer to express their thoughts, feelings, and beliefs regarding a product or brand
DuPont used this method to study women’s emotions regarding pantyhose.
METAPHOR ANALYSIS
This method consists of having customers tell real-life stories regarding their use of the product under study.
Kimberly-Clark used this method to develop pull-ups.
STORYTELLING
In this method, respondents are presented with words, one at a time, and asked to say the first word that comes to mind, or complete sentences.
WORD ASSOCIATION AND SENTENCE COMPLETION
These are three commonly used projective techniques.
metaphor analysis uses pictures as a stimulus for the consumer to express their thoughts, feelings, and beliefs regarding a product or brand. Metaphors (expressions) the consumer uses to express the pictures are then analyzed to determine his motives.
Storytelling was successfully used by Kimberly-Clark when researching diapers with young mothers. Finally, word association and sentence completion have respondents filling in phrases and matching words quickly to get their genuine responses.
Chapter Four Slide

24. Goals
Chapter Four Slide

25. Generic and product- specific goals
Goals are the sought-after results of motivated behavior:
Generic goals are general categories of goals that consumers see as a way to fulfill their needs (e.g. I want to buy a pair of shoes)
Product-specific goals are specifically branded products or services that consumers select as their goals (e.g. I want to buy a pair of Nike shoes)
Continuing with our example of jeans, we can understand the types of goals that exist. When a consumer states they want a pair of jeans, they have stated a generic goal. When they announce they really want a pair of Calvin Klein jeans, then they have stated product-specific goals.
Copyright 2010 Pearson Education, Inc.
Chapter Four Slide

26. 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
Consumers have many possible goals when making decisions. They are strongly influenced by their experiences, personality, and others’ opinions and input. When choosing goals, they have to keep in mind what is socially acceptable and what they can physically attain. Think of a recent decision you might have made to go on a vacation. How was it influenced by personal experiences, the accessibility of the goal, and the social environment?
Chapter Four Slide

27. positive and negative goals
positive goal toward an object which behavior is directed (approach object)
e.g. joining a gym to get strong and train for an upcoming race
Negative
negative goal toward an object from which behavior is directed away (avoidance object)
e.g. join the gym to avoid health problems that will certainly exist if they do not exercise regularly
We learned in an earlier slide that needs can be positive or negative. The same is true for goals which can be positive or negative. A positive goal would include joining a gym to get strong and train for an upcoming race. Another person, with a negative goal, might join the gym to avoid health problems that will certainly exist if they do not exercise regularly. Which are you?
Approach-oriented consumers and avoidance-oriented consumers are likely to respond differently to promotional appeals.
Chapter Four Slide

28. Substitute Goals
Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need due to a lack of money, ability, desire, or accessibility.
The consumer’s substitute goal is a different goal he expects will reduce his tension created from existence of need.
Substitute goals may actually replace the primary goal over time For instance, if a consumer wanted a certain cable television service, but it was not available in their area, they might choose a satellite television provider. Over time, they may be very satisfied with this choice and feel that they actually prefer the satellite service over the cable television service.
It is very common that a consumer can not attain a goal. This may be due to a lack of money, ability, desire, or accessibility. In this instance, the consumer often substitutes a different goal to reduce the tension created from the existence of this need. In time, this substitute goal might replace the initial goal. For instance, if a consumer wanted a certain cable television service, but it was not available in their area, they might choose a satellite television provider. Over time, they may be very satisfied with this choice and feel that they actually prefer the satellite service over the cable television service.
Chapter Four Slide

29. Frustration Failure to achieve a goal may result in frustration.
Some adapt by overcoming the obstacles or setting substitute goals; others adopt defense mechanisms to protect their ego form feeling of inadequacy.
Failure to achieve a goal and the frustration that follows has been experienced by everyone at some time or another. Marketers must realize what consumers’ responses might be and how they can address these responses. Online education exists for those who are too far or do not have the structured time to attend college. The table on the next slide represents several defense mechanisms that consumers might exhibit when they are frustrated about not meeting a goal. The understanding of these defense mechanisms will help provide many opportunities to craft advertising messages to reach the emotional side of the consumers.
Chapter Four Slide

30. Defense Mechanisms- Table 4.2 (excerpt)
Items
Aggression
In response to frustration, individuals may resort to aggressive behavior
in attempting to protect their self-esteem. The tennis pro
who slams his tennis racket to the ground when disappointed with
his game or the baseball player who physically intimidates an umpire
are examples of such conduct. So are consumer boycotts of companies or stores.
Rationalization
People sometimes resolve frustration by inventing plausible reasons
for being unable to attain their goals (e.g., not having enough
time to practice) or deciding that the goal is not really worth pursuing
(e.g., how important is it to achieve a high bowling score?).
Regression
An individual may react to a frustrating situation with childish or
immature behavior. A shopper attending a bargain sale, for example,
may fight over merchandise and even rip a garment that another
shopper will not relinquish rather than allow the other
person to have it.
Withdrawal
Frustration may be resolved by simply withdrawing from the situation.
For instance, a person who has difficulty achieving officer
status in an organization may decide he can use his time more
constructively in other activities and simply quit that organization.
Defense mechanisms are used when people cannot cope with frustration. They are often developed to protect one’s ego from feelings of failure when goals are not achieved. Perhaps you can identify a time when you used a defense mechanism when reacting to a difficult situation.
The table represents several defense mechanisms that consumers might exhibit when they are frustrated about not meeting a goal. The understanding of these defense mechanisms will help provide many opportunities to craft advertising messages to reach the emotional side of the consumers.
Chapter Four Slide

31. Dynamics of motivation
Chapter Four Slide

32. The Dynamics of Motivation
Needs are never fully satisfied because humans constantly have needs. Hunger is a good example of a need that is often reappears.
New needs emerge as old needs are satisfied (hierarchy of needs as in Maslow’s needs)
Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education.
Humans constantly have needs. This is due in part to the fact that our needs are never fully satisfied, or once satisfied, reappear. Hunger is a good example of a need that is often reappears. As humans, we also develop new needs as we satisfy existing needs. The hierarch of effects model shows how we meet our lower-level needs first and then move up the hierarchy. Finally, our needs are based on the goals that we set for ourselves. If one sets a goal to enter politics, they may feel they need a law degree. However, if they are unsuccessful in getting accepted at law school, their needs may change and they may want to pursue a few years of work experience first and need to find a job.
Chapter Four Slide