1. Chapter No: 09 Chapter Name: Motivation
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

2. Learning Objectives
Understand the roles of different types of motivation.
Learn how companies use different types of motivation.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

3. Definition Motivation:
Motivation the energizing force that causes behavior that satisfies a need.
Needs are hierarchical.
Once basic physiological needs are met, people seek to satisfy learned needs.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

4. 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

5. Types of Needs Innate (inborn) 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

6. 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 PSTU.”

7. 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

8. 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

9. Maslow’s Hierarchy of Needs Abraham Maslow in 1943
Self-
actualization
Esteem/ego needs
(Prestige, status)
Belongingness/social needs (Affection, love)
Security
(Protection, order, stability)
Physiology
(Food, water, air, shelter etc.)
Food
Achievement
Status
Friendship
Stability
NEEDS
General Examples
Source: Adopted from Abraham H. Maslow, “A Theory of Human Motivation,” Psychology Review, 1943, Vol. 50, pp
Figure 10.2

10. Hierarchy of Needs: Maslow Theory (continued)
Physiological needs
o basic to survival.
o 4 basic needs i.e. food, cloth, education and accommodation.
Safety needs
o self-preservation
o physical well-being.
o to get a job with security. .
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

11. Hierarchy of Needs: Maslow Theory (continued)
Social needs
o love
o friendship.
Self-esteem needs
o achievement
o status
o prestige
o self-respect.
Self-actualization needs
o personal fulfillment.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

12. Example:
Individuals buy health foods, medicines and low fat and diet products to satisfy physiological needs.
They buy insurance, preventive medical services and home security systems to satisfy safety and security needs.
Almost all personal care and grooming products (cosmetics, mouthwash, saving cream) as well as most clothes are bought to satisfy social needs.
High tech products such as computers or sound systems and luxury products such as furs, big cars or expensive furniture are often bought to fulfill ego and esteem needs.
Postgraduate college education, hobby related products, exotic and physically challenging adventure trips are sold as ways of achieving self fulfillment.

13. Frederick Herzberg “Motivation-Hygiene Theory”
Elements of Perception
This theory is so called “Two Factor Theory”.
Motivators: give positive satisfaction (e.g. challenging work, recognition, responsibility, achievements and job advancement) and
Hygiene factors: that do not motivate if present, but, if absent, result in demotivation (e.g. status, job security, salary and fringe benefits, work conditions, personal life, relationship with subordinates, supervisor and company policy and administration).
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

14. The Two-Factor Theory of Motivation
Satisfaction
No satisfaction
Motivation Factors •
Achievement
Recognition
The work itself
Responsibility
Advancement and growth
The Two-Factor Theory of Motivation
Dissatisfaction
No dissatisfaction
Hygiene Factors •
Supervisors
Working conditions
Interpersonal relations
Pay and security
Company policies and
administration
Figure 10.3

15. McClelland “Theory of Needs”
Elements of Perception
David McClelland has developed a theory on three types of motivating needs :
1.Need for Power: it relates to and individual’s desire to control his or her environment. Ex: power drink
2.Need for Affiliation (build a friendly environment around themselves) this need suggests that behavior is strongly influenced by the desire for friendship, for acceptance, for belonging.
3.Need for Achievement (challenge of success and the fear of failure)
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –

16. Query?

17. Thank You … For staying with me …
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall –