1. MOTIVATION

2. Definition
Motivation is an inner state of arousal that denotes energy to achieve a specific goal:
To Satisfy my needs.*
Motivation represents the drive to satisfy needs through product purchase and consumption
* Motivation comes from latin motus which means to move

3. The degree of arousal present due to a discrepancy
Drive
The degree of arousal present due to a discrepancy
between the consumer’s present state and some ideal state

4. Motivation Process Opportunity or Need (arousal , stress)
Two major components:
Energy (Strength) and
Direction
Goal
(equilibrium)
Behavior
(triggered by signal)

5. Does Marketing Create Needs?
Needs: internal state of tension caused by desiquilibrium from an ideal or desired state.
Biogenic vs psychogenic: innate vs acquired.
Social vs Non social; functional, symbolic vs Hedonic.
Maslow Classification.
Wants: A Manifestation of the need created by personal and cultural factors.
Mc Donald’s or Outback.
Non-for profit organization or golf membership.

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

7. Does Marketing Create Needs?
Needs: internal state of tension caused by desiquilibrium from an ideal or desired state.
Biogenic vs psychogenic: innate vs acquired.
Social vs Non social; functional, symbolic vs Hedonic.
Maslow Classification.
Wants: A Manifestation of the need created by personal and cultural factors.
Mc Donald’s or Outback.
Non-for profit organization or golf membership.

8. 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.
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9. Exhibit 3.6: Types of Needs
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10. Maslow’s Hierarchy of Needs

11. Figure 4.11 Appeal to Self-Actualization

12. Figure 4.12 Appeal to Power Needs

13. Figure 4.13 Appeal to Affiliation Needs

14. Figure 4.14 Appeal to Achievement Needs

16. Criticisms of Maslow’s Hierarchy
The application is too simplistic:
It is possible for the same product or activity to satisfy every need.
It is too culture-bound:
The assumptions of the hierarchy may be restricted to Western culture
It emphasizes individual needs over group needs
Individuals in some cultures place more value on the welfare of the group (belongingness needs) than the needs of the individual (esteem needs)

17. 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.

18. 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

19. Motivational Conflicts
Approach-Approach Conflict:
A person must choose between two desirable alternatives.
Theory of Cognitive Dissonance: A state of tension occurs when beliefs or behaviors conflict with one another.
Cognitive Dissonance Reduction: Process by which people are motivated to reduce tension between beliefs or behaviors.
Approach-Avoidance Conflict:
Exists when consumers desire a goal but wish to avoid it at the same time.
Avoidance-Avoidance Conflict:
Consumers face a choice between two undesirable alternatives.

20. Negative Consequences
The Partnership for a Drug-Free America points out the negative consequences of drug addiction for those who are tempted to start.
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21. What Affects Motivation?
Risk and Involvement
Perceived
Risk

22. Perceived Risk

23. Consumer Motivation : Involvement
A person’s perceived relevance of the object based on his/her inherent needs, values, and interests.
Object: A product or brand
Felt Involvement
Enduring
Situational
Cognitive
Affective

24. Consumer Motivation : Involvement
Objects of Involvement
Involvement with Product Categories
Involvement with Brands
Involvement with Ads
Involvement with a Medium
Involvement with Decisions
Specifying the Object of Involvement

25. Conceptualizing Involvement

26. High Involvement

27. Increasing Involvement through Ads
The Swiss Potato Board is trying to increase involvement with its product. The ad reads, “Recipes against boredom.”

28. Customizing for Product Involvement

29. Strategies to Increase Involvement
Appeal to hedonic needs
e.g. using sensory appeals to generate attention
Use novel stimuli
e.g. unusual cinematography, sudden silences, etc.
Use prominent stimuli
e.g. larger ads, more color
Include celebrity endorsers
Build a bond with consumers
Maintain an ongoing relationship with consumers

30. Measuring Involvement
Teasing out the Dimensions of Involvement:
Involvement Profile:
Personal interest in a product category
Risk importance
Probability of making a bad purchase
Pleasure value of the product category
How closely the product is related to the self
Zaichkowsky’s Personal Involvement Inventory Scale
Segmenting by Involvement Levels:
Involvement is a useful basis for market segmentation

31. Theories to explain Motivation ?
Freud’s theory or Psychoanalytic Theory
Ego : conscient part of psyche (perceptions, memory, feelings…).
Super ego : Judge. Dictate proper behavior. Socially learned (rules, laws). Primarly unconscious.
Id : natural instincts, physiologically based, repressed, internal.
Use of theory in Marketing.
To satisfy three components.
To shake Id and free psyche energy.

34. Consumer Ability: Resources to Act
Product Knowledge and Experience
Cognitive Style
Intelligence,Education, and Age
Money
A second prerequisite for behavior is ability. Several factors are noteworthy:
Knowledge: The consumer must know how to perform the behavior. For example, a person who does not know how to drive cannot drive to a remote outlet to buy a product. This is a major problem in countries where, in contrast to the United States, driving privileges are not common. Similarly, a person who does not know about the dangers of carbon monoxide will not buy a detector.
Cognitive style: A great deal of attention has been given to how best to convey warning messages on medications. Some consumers do not process a long, detailed message well, but might be persuaded by a “skull and crossbones” sign. Since the warning labels on the popular acne medication Accutane describing dangers to a fetus did not get through to many pregnant women, it was eventually arranged to put pictures of deformed babies on the package.
Intelligence, education, and age: Many consumers experience problems programming their VCRs. This is especially a problem for people who are not highly educated and older consumers who do not like to play around with modern “gadgets.”
Resources: In the United States, the diffusion of personal computers in private homes is facing a ceiling, as most homes that can afford one appear to have adopted one.

35. Consumer Opportunity Time Distraction Amount of Information
Complexity of Information
Repetition of Information

36. The Challenge of Understanding Consumer Motivation
Similar needs do not always lead to similar behaviors.
Different needs may lead to similar behaviors.
People don’t always want to disclose real reasons for their actions
People don’t always know why they do what they do--unconscious motivation
Efficiency do not always increase with motivation

37. Different Appeals for Same Goal Object