1. The Consumer as an Individual
Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK
Chapter 4
The Consumer as an Individual

2. Motivation Definition:
• A need or desire that energizes behavior and directs it toward a goal.
A driving force that impels individuals to action.
• Also known as
--drives
--incentives

3. Homeostasis
• The attempt to maintain a balance between too much and too little motivation
• Ex: a furnace
standing in the shade on a hot day

4. Optimum Arousal
We are not just homeostatic creatures; sometimes we try to increase rather than decrease our arousal levels

5. Optimum arousal: how much is enough??
• For optimal performance in anything, you must have the right level of arousal.
• Not enough arousal: little effort - poor performance
• Too much arousal: fragmented, disorganized performance
Abraham Maslow
The Hierarchy of Motives

6. 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

7. 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

8. 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 Kellogg School of Management.”

9. 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

10. Achieving Goals by Subscribing to a Magazine

11. Different Appeals for Same Goal Object

12. Motivations and Goals Positive Motivation
A driving force toward some object or condition
Approach Goal
A positive goal toward which behavior is directed
Negative Motivation
A driving force away from some object or condition
Avoidance Goal
A negative goal from which behavior is directed away

13. 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

14. 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

15. New and Higher Goals Motivate Behavior

16. Changing Consumer Needs

17. Another masterpiece You wouldn’t buy a cheap parachute
You wouldn’t buy a cheap pacemaker
You wouldn’t buy a cheap crash helmet
Let’s discuss cars…
Mercedes-Benz

18. Frustration
Failure to achieve a goal may result in frustration. Some adapt; others adopt defense mechanisms to protect their ego.

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

20. Defense Mechanisms Aggression Rationalization Regression Withdrawal
Sports hooligans
Rationalization
Excuses
Regression
Childish
Withdrawal
Simply quit
Projection
Blame others
Autism
Day dream
Identification
Similarity to others
Repression
Sublimation

21. Arousal of Motives Physiological arousal Emotional arousal
Bodily needs
Emotional arousal
Autism
Cognitive arousal
Reminders, long distance calls
Environmental arousal
Changing furniture to match neighbor’s

22. Cognitive Need Arousal

23. 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 reacts
Cognitive School
Behavior is directed at goal achievement
Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

24. 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)

25. 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 (to avoid shame, failure, ridicule, humiliation)
Needs Connected with Human Power:
Dominance, Deferrence (accept leadership of others),
Similance (suggestive attitude), Autonomy,
Contrariance (act different to others)

26. Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement (to feel guilty when wrong)
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance,
Succorance (seek aid, protection, sympathy), Play
Needs Concerned with Social Intercourse:
Cognizance (inquiring attitude), Exposition (Show off)

27. Appeal to Egoistic Needs

28. Appeal to Self-Actualization

29. 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

30. Appeal to Power Needs

31. Appeal to Affiliation Needs

32. Appeal to Achievement Needs

33. Motivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations. Consumers are not always aware of, or may not wish to recognize, the basic reasons underlying their actions.