1. 1 Consumer Motivation CHAPTER 8

2. 2 Consumer Motivation Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption Gives insights into why people buy certain products Stems from consumer needs: industries have been built around basic human needs

3. 3 Types of Consumer Needs Physiological Needs Fundamental human needs, including food, water, and sleep

4. 4 Types of Consumer Needs Safety and Health Needs Threats to our safety and health motivate purchases for personal security and protection

5. 5 Types of Consumer Needs Safety and Health Needs Protecting our personal information and computers represents new types of safety needs Businesses provide a variety of products and services to appeal to safety and health conscious consumers

6. 6 Safety and Health Needs

7. 7 Types of Consumer Needs Need for Love and Companionship Humans are social creatures who need to experience and express love and companionship

8. 8 Types of Consumer Needs Need for Love and Companionship Services and products help individuals find and attract others Products are often used as symbols of love and caring

9. 9 Love and Companionship

10. 10 Types of Consumer Needs Need for Financial Resources and Security A need that includes others important to the individual

11. 11 Types of Consumer Needs Social Image Needs Conspicuous consumption: Purchases motivated to some extent by the desire to show other people how successful they are Companies reinforce the notion that products enable users to communicate their social image

12. 12 Social Image Needs

13. 13 Types of Consumer Needs Need for Pleasure Products, services, and consumption activities provide fun and excitement

14. 14 Consumers Need for Pleasure © SETH WENIG/Reuters/Landow

15. 15 Types of Consumer Needs Need to Possess Consumers often acquire products simply because of their need to own such products e.g., collectors

16. 16 Consumers Need to Possess

17. 17 Types of Consumer Needs Need to Possess Plays a role in impulse buying: where consumers unexpectedly experience a sudden and powerful urge to buy something immediately

18. 18 Types of Consumer Needs Need to Give Give something back to others or reward ourselves Self-gifts let us motivate, reward, and console ourselves

19. 19 Types of Consumer Needs Need for Information One reason we read or watch TV Fuels Internet usage Plays an important role in persuasion if an ad appears when consumers need information, they are more likely to pay attention than when they dont need the information

20. 20 Types of Consumer Needs Need for Variety Marketers may introduce different versions of original brand Variety may become focus of product positioning

21. 21 Motivational Conflict and Need Priorities Satisfying a need often comes at the expense of another needthese trade-offs cause motivational conflict

22. 22 Types of Motivational Conflict Approach-approach : deciding between two or more desirable options Avoidance-avoidance : deciding between two or more undesirable options Approach-avoidance : behavior has both positive and negative consequences

23. 23 Motivational Conflict and Need Priorities Resolving motivational conflicts requires prioritizing needs Maslows hierarchy Some needs take precedence over other needs - physiological needs take top priority Differences in the importance attached to various needs affects how consumers evaluate products

24. 24 Motivational Conflict and Need Priorities Because of consumers different motivational priorities, companies use benefit segmentation: dividing consumers into different market segments based on benefits they seek from purchase and consumption

25. 25 Maslows Hierarchy of Needs

26. 26 Motivational Intensity Motivational intensity: how strongly consumers are motivated to satisfy a particular need Depends on needs importance Involvement: degree to which an object or behavior is personally relevant Motivational intensity and involve- ment determine amount of effort consumers exert in satisfying needs

27. 27 The Challenge of Understanding Consumer Motivation Reasons underlying consumer motivation are not always obvious Research is necessary to discover real motivations behind behaviors People dont always want to disclose real reasons for their actions People dont always know why they do what they dounconscious motivation Motivations change over time

28. 28 Unconscious Motivation

29. 29 Motivating Consumers Motivating with Money Price cuts, specials, rebates, and coupons motivate purchase Resulting sales may increase, but profits may not Attracts consumers less likely to repeat Price reductions may increase price sensitivity

30. 30 Motivating Consumers Motivating with Money Price cuts, specials, rebates, and coupons motivate purchase Resulting sales may increase, but profits may not Attracts consumers less likely to repeat Price reductions may increase price sensitivity

31. 31 Motivating with Money

32. 32 Motivating Consumers Provide Other Incentives Premiums, free products, contests, and sweepstakes are designed to motivate consumers to purchase

33. 33 Motivating with Other Incentives