1. CHAPTER
FOUR
Consumer Motivation

2. Motivation as a Psychological Force
Motivation is the driving force within individuals that impels them to action.
Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.
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3. Model of the Motivation Process
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4. Discussion Questions What motivated you to come to the class?
Why did you join NSUSS/ NSUCDC/ YES???
Why did you take marketing as your major?
“what gets you going…and what keeps you going”

5. Motive A motive is why an individual does something.
a construct representing an unobservable force that stimulates and compels a behavioral response and provides specific direction to that response

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Types of Needs
Innate Needs
Physiological (or biogenic) needs that are considered primary needs or motives
Acquired Needs
Learned in response to our culture or environment. Are generally psychological and considered secondary needs
Extrinsic Needs
Buying a product that symbolizes status to impress others.
Intrinsic Needs
Buying a product for own comfort and enjoyment.
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Goals
The sought-after results of motivated behavior
Generic goals are general categories of goals that consumers see as a way to fulfill their needs
Product-specific goals are specifically branded products or services that consumers select as their goals
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Discussion Questions
What are three generic goals you have set for yourself in the past year?
What are three product-specific goals you have set in the past year?
In what situations are these two related?
How were these goals selected? Was it personal experiences, physical capacity, or prevailing cultural norms and values?
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9. How Does this Ad Appeal to One’s Goals?
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10. It Appeals to Several Physical Appearance-related goals.
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The Selection of Goals
For a given need, there can be many 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
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Motivations and Goals
Positive
Motivation
A driving force toward some object or condition
Approach Goal
A positive goal toward which behavior is directed
Negative
A driving force away from some object or condition
Avoidance Goal
A negative goal from which behavior is directed away
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13. The Selection of Goals Promotion focus Prevention focus
Favor the presence of positive outcomes.
Have hopes and aspiration
Interested in growth and development
Prevention focus
Favor the absence of negative outcomes.
More concerned with duties and obligations.
Interested in safety and security.

14. Blogger’s Motivation - Table 4.2 (excerpt)
Construct
Items
Blogging for self-expressing
I use my blog to free my mind when I am moody.
I express myself by writing in my blog.
My blog is the place where I express what I feel.
Blogging for life documenting
I use my blog as my diary to document my life.
By writing text and posting video/audio files, I keep a record of my life.
Blogging for commenting
I’m willing to comment on what other bloggers say.
I’d like to respond to other blogs that I read (no matter if I know of the blogger or not).
I’d like to receive people’s comments on what I post on my blog.
Blogging for forum participating
Blogging helps me to make more like-minded friends.
In my blogroll I have friends with whom I can share things.
By blogging I interact with a set of blogs that have contents similar to what I put in my blog.
Blogging for information seeking
Blogging helps me extract information behind events that interest me.
Blogging helps me explore more information about products and/or services.
To me it is convenient to search for information by blogging.
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15. 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
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16. Rational versus Emotional Motives

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Discussion Questions
What products might be purchased using rational and emotional motives?
What marketing strategies are effective when there are combined motives?
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18. The Dynamics 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
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19. Changing
consumer
needs

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Substitute Goals
Used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need
May not be as satisfactory as primary goal
The substitute goal will dispel tension
Substitute goals may actually replace the primary goal over time
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Frustration
Failure to achieve a goal may result in frustration.
Some adapt; others adopt defense mechanisms to protect their ego.
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22. Defense Mechanism
Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

23. Defense Mechanisms Aggression Rationalization Regression Withdrawal
Projection
Daydreaming/Autism
Identification
Repression

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Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
A consumer has a variety of needs but only some of them are aroused at any given time and given top-of-mind priority. Motives become aroused by the consumer’s psychological condition (they get hungry), their emotional state (frustrated), cognitive processes (they read an ad that made them think about their needs), or by events occurring in their general surroundings (the weather becomes cold).
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25. How Does This Ad Arouse One’s Needs?
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The Ad Is Designed to Arouse One’s Yearning for an Adventurous Vacation by Appealing to the Sense of Touch
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27. Philosophies Concerned with Arousal of Motives
Behaviorist School
See motivation as a mechanical process
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
Needs and past experiences are reasoned, categorized, and transformed into attitudes and beliefs
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28. Types and Systems of Needs
Although basic biological needs are easily understood and agreed upon, psychological needs differ from researcher to researcher
Henry Murray’s 28 psychogenic needs
Abraham Maslow’s hierarchy of needs
A trio of needs
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29. 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
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30. 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
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31. Maslow’s Hierarchy of Needs Figure 4.10
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32. To Which of Maslow’s Needs Does This Ad Appeal?
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33. Both Physiological and Social Needs
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34. To Which of Maslow’s Needs Does This Ad Appeal?
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Egoistic Needs
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36. To Which of Maslow’s Needs Does This Ad Appeal?
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Self-Actualization
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Discussion Questions
What are three types of products related to more then one level of Maslow’s Hierarchy of Needs?
For each type of product, consider two brands. How do marketers attempt to differentiate their product from the competition?
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A Trio of Needs
Power
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
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40. To Which of the Trio of Needs Does This Ad Appeal?
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41. The Affiliation Needs Of Young, Environmentally Concerned Adults
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42. To Which of the Trio of Needs Does This Ad Appeal?
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Affiliation Need
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44. Power And Achievement Needs
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46. Measurement of Motives
Researchers rely on a combination of techniques
Qualitative research is widely used
Projective techniques are often very successful in identifying motives.
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47. Qualitative Measures of Motives Table 4.7 (excerpt)
This method, including the tool termed ZMET, was discussed in detail in Chapter 2.
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.
WORD ASSOCIATION AND SENTENCE COMPLETION
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48. Motivational Research
Term coined in the 1950s by Dr. Ernest Dichter
Based on premise that consumers are not always aware of their motivations
Identifies underlying feelings, attitudes, and emotions
Much of the research done in consumer behavior is based on motivational research.
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