1. Consumer Behavior
MOTIVATION

2. Learning Concepts Opponent-process theory Concept of Motivation
Optimum-stimulation level theory
Motivation for Hedonic Experience
Reactance theory
Perceived risk
Consumer attributions
Concept of Motivation
Consumer needs
Structure of emotions
Maslow’s Need Hierarchy theory
Murray’s List of Human Needs
McClleland Theory of Learned Needs

3. What is Motivation?
Motivation refers to an activated state within a person that leads to goal-directed behavior.
It consists of the drives, urges, wishes, or desires that initiate the sequence of events leading to a behavior.

4. The Concept of Affect
Affect or feelings, can be defined as a “ class of mental phenomena uniquely characterized by a consciously experienced, subjective feeling state, commonly accompanying emotions and moods”
Emotions are distinguished from moods by their greater intensity and their greater psychological urgency.
When goals are satisfied, people experience positive feelings. In contrast, when events thwart the achievement of their goals, people experience negative feelings

5. Ten Fundamental Emotions People Experience:
Disgust
Interest
Joy
Surprise
Sadness
Anger
Fear Contempt
Shame Guilt

6. The Structure of Emotions
Aroused
Joy
Anger
Unpleasant
Pleasant
contentment
Sadness
Passive

7. Structure of Emotions Do consumers experience strong Emotions?
Do consumers experience full range of Emotions?
Findings suggest that the response to advertisement has two emotional dimensions, one consists of positive effective states, the other negative states. The implication of this finding is that a single message or event can simultaneously create both good and bad feelings in consumers
3. Do consumers differ in intensity of Emotions?
It has been shown that affect intensity differs with different people.
People who are high on affect intensity respond more strongly to advertisement than people with low affect intensity.
High affect intensity people react with greater empathy and feelings of pain and fear appeals than do low affect intensity people

8. 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

9. Motivation
Motivation begins with the presence of a stimulus that spurs the recognition of a need.
Need recognition occurs when a perceived discrepancy exists between an actual and a desired state of being
Needs can be either innate or learned.
Needs are never fully satisfied.
Feelings and emotions (i.e., affect) accompany needs

10. Needs
Expressive needs involve desires by consumers to fulfill social and/or aesthetic requirements.
Utilitarian needs involve desires by consumers to solve basic problems (e.g. filling a car’s gas tank)
Hedonistic needs involve experiencing pleasure (watching a movie)

11. 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 Iqra University.”

12. 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

13. A Magazine Ad Promising Enhancement of Physical Capacity

14. Motivations and Goals Positive Motivation Negative 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

15. Motive Conflicts Avoidance-Avoidance Conflict:
Occurs when the subject is undecided while trying to choose between two equally undesirable motives
Approach-Avoidance Conflict:
Occurs when the subject is undecided between one desirable and one undesirable motive
Approach-Approach Conflict:
Occurs when the subject is undecided while choosing between two equally desirable motives

16. 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

17. Rational and Emotional motives in purchase situation
Rational Motives Consumption Emotional Motives
Behavior
It will demonstrate that I am Successful
A large car is more comfortable
It is a high quality car that performs well
Purchase of Mercedes Car
It is a powerful, stylish car and it will make me powerful and stylish
A number of my friends drive Mercedes

18. 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

19. Changing Consumer Needs

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

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

22. Defense Mechanisms Aggression Rationalization Regression Withdrawal
Projection
Autism
Identification
Repression

23. Defense Mechanisms Aggression:
Frustrated consumers boycot manufacturers / Retailers to reduce prices
Rationalization:
Inventing plausible reasons for being unable to attain their goals or the goal is not worth pursuing
Regression:
React to frustrating situation with childish or immature behavior: breaking up a mal-functioning unit rather than having it repaired

24. Defense Mechanism Withdrawal:
Simply withdrawing from the situation: A person having difficulty acquiring/learning a skill may quit
Projection:
Blaming ones own failures and abilities on other objects or persons
Two drivers involved in an accident blaming each other
Autism:
Refers to thinking that is almost completely dominated by needs and emotions, with little effort made to relate to reality (extreme introversion; seclusion)

25. Defense Mechanism Identification:
Subconsciously identifying with other persons or situations they consider relevant
Marketers frequently use it as basis for advertising appeal
Slice-of-life advertisements showing an individual experiences a frustration and then overcomes by using advertised product
Repression:
Individuals may try and forget a need. Some times repressed needs manifest themselves indirectly

26. Arousal of Motives Physiological arousal Emotional arousal
Cognitive arousal
Environmental arousal

27. Cognitive Need Arousal

28. Philosophies Concerned With Arousal of Motives
Behaviorist School
Behavior is a response to stimulus
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

29. Maslow’s Hierarchy of Needs
Self-Actualization
(Self-fulfillment)
Safety and Security Needs
(Protection, order, stability)
Social Needs
(affection, friendship, belonging)
Ego Needs
(Prestige, status, self esteem)
Physiological Needs
(Food, water, air, shelter, sex)

30. Hierarchy Dynamics
Research shows that contrary to what Maslow suggested, the position of an individual within the hierarchy is not stationery
Consumers can and do move thru different levels of the hierarchy by the purchase, consumption and acquisition of one and the same product

31. 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, Autonomy, Contrariance

32. Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition

33. Appeal to Egoistic Needs

34. Appeal to Self Actualization Needs

35. Appeal to Sado-masochistic needs

36. 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

37. Appeal to Power Needs

38. Appeal to Power Needs

39. Appeal to Affiliation Needs

40. Appeal to Need for Achievement

41. Midrange Theories of Motivation
Opponent-Process Theory
Optimum Stimulation Levels
The Motivation for Hedonic Experience
The Desire to Maintain Behavioral Freedom
The Motivation to Avoid Risk
The Motivation to Attribute Causality

42. Opponent-Process Theory
. . . explains that two things occur when a person receives a stimulus that elicits an immediate positive or negative emotional reaction:
The immediate positive or negative emotional reaction is felt.
A second emotional reaction occurs that has a feeling opposite to that initially experienced.
The combination of the two emotional reactions results in the overall feeling experienced by the consumer.
It has broad explanatory powers. It can be used to account for a variety of consumer behaviors, such as drug addiction, cigarette smoking, jogging, video game playing and dysfunctional behaviors sinking into debt by overusing credit cards.

43. Optimum Stimulation Level
. . . is a person’s preferred amount of physiological activation or arousal.
Activation may vary from very low levels (e.g. sleep) to very high levels (e.g. severe panic).
Individuals are motivated to maintain an optimum level of stimulation and will take action to correct the level when it becomes to high or too low.
Accounts for high vs. low sensation seeking people.
Accounts for variety seeking
Accounts for hedonic consumption—i.e., the need of people to create fantasies, gain feelings through the senses, and obtain emotional arousal.

44. Maintaining Optimum Stimulation Levels
Marketing Implications
Various types of medicines
Popular leisure activities
Amusement parks, sports
Spontaneous brand switching
Research study has shown that people with high stimulation level:
Engage in greater amounts of information seeking
Feel boredom with repetitive ads
Reveal higher levels of variety seeking when choosing fast food
Exhibit greater tendencies to gamble and seek risk

45. Motivation for Hedonic Experiences
Hedonic consumption refers to the needs of consumers to use products and services to create fantasies, to feel new sensations to obtain emotional arousal
Desire to experience emotions:
The term hedonism generally refers to gaining pleasure through senses. In consumer behavior context, it means the feelings that consumers seek may not be uniformly pleasurable.
People seek to experience a variety of emotions, including love, hate, fear, grief, anger, and disgust
Emotional desire sometimes dominate utilitarian motives when consumers are choosing products
The type of products and services that hedonic consumption researchers investigate are found within the “ Experiential research perspective” and concentrate on products like movies, rock concerts, theater, dance and sporting events which are intrinsically more emotionally involving.

46. Motivation for Hedonic Experiences
2. Desire for Leisure Activities
These activities are pursued in free or non-work time.
Leisure is a personal experience and is multidimensional.
People seek satisfaction of number of different needs:
Desire for intrinsic satisfaction
Activity is seen by the consumer rewarding in and of itself (e.g. painting a picture)
Involvement in the activity
activity is so absorbing that the person forgets all about everyday life ( playing games)

47. Motivation for Hedonic Experiences
Perceived freedom
Activity is utterly without coercion. The person has the perceived freedom to engage or not to engage in
Mastery of the environment or of oneself
the person attempts to learn something well or to overcome some obstacle. The idea is to test oneself or to conquer the environment
Emotional Arousal
The need for emotional arousal is a major motivator for leisure activities

48. The Desire to Maintain Behavioral Freedom
Psychological reactance is the motivational state resulting from the response to threats to behavioral freedom.
Two types of threats can lead to reactance:
Social threats involve external pressure from other people to induce a consumer to do something
Impersonal threats are barriers that restrict the ability to buy a particular product or service e.g. scarcity effects - scarce products are valued more. Limited time offer, limited supply etc.

49. The Desire to Maintain Behavioral Freedom
For consumer to experience reactance:
The consumer must feel that his/her personal freedom is being threatened
The buying decision must be one that is of some importance to the consumer

50. The Motivation to Avoid Risk
Perceived risk is a consumer’s perception of the overall negativity of a course of action based upon as assessment of the possible negative outcomes and of the likelihood that these outcomes will occur.
Perceived risk consists of two major concepts - the negative outcomes of a decision and the probability that these outcomes will occur.

51. 7 Types of Consumer Risks.
Financial
Performance
Physical
Psychological
Social
Time
Opportunity Loss

52. Six risk-reduction strategies
Be brand loyal and consistently purchase the same brand.
Buy through brand image and purchase a quality national brand.
Buy through store image from a retailer that you trust.
Seek out information in order to make a well informed decision.
Buy the most expensive brand, which is likely to have high quality.
Buy the least expensive brand in order to reduce financial risk.

53. The Motivation to Attribute Causality
Attribution theory describes the processes through which people make determinations of the causality of action.
Internal attribution is when a consumer decides that an endorser recommended the product because he or she actually liked the product.
External attribution is when a consumer decides that an endorser recommended the product because he or she was paid for endorsing it.
Marketing goal is develop believable advertisement creating internal attribution