1. Chapter 4
Consumer Motivation

2. Figure 4.1 Model of the Motivation Process
Learning
Unfulfilled needs wants, and desires
Tension
Drive
Behavior
Goal or need fulfillment
Cognitive processes
Tension reduction

3. 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

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

5. 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.

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 buy a vehicle”
Product-Specific Goals
the specifically branded products or services that consumers select as their goals
e.g., “I want to buy a Mercedes”

7. Table 4.1 Means-End Analysis
relax
red wine
hot tub
low sugar
low calories
diet cola
cure headaches
pain reliever
keep teeth
toothbrush
cleanliness
dishwasher
kill germs
feel happy
flowers
good health
learn about health
television
mental health
books
music instrument
start day right
breakfast
good diet
apples
chicken

8. 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

9. Substitute Goal
A goal that replaces an individual’s primary goal when the goal cannot be achieved or acquired.

10. A driving force toward some object or condition.
Positive Motivation
A driving force toward some object or condition.

11. A driving force away from some object or condition.
Negative Motivation
A driving force away from some object or condition.

12. A (generally) positive goal toward which behavior is directed
Approach Goal
A (generally) positive goal toward which behavior is directed

13. A (generally) negative goal from which behavior is directed away
Avoidance Goals
A (generally) negative goal from which behavior is directed away

14. 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

15. 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

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

17. Defense Mechanisms to Counter Frustration
Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression

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

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

20. Types and Systems of Needs
Hierarchy of Needs
A Trio of Needs
Need for Power
Need for Affiliation
Need for Achievement

21. Table 4.2 Murray’s List of Psychogenic Needs
NEEDS ASSOCIATED WITH INANIMATE OBJECTS
Acquisition Retention
Conservancy Construction
Order
NEEDS THAT REFLECT AMBITION, POWER, ACCOMPLISHMENT, AND PRESTIGE
Superiority Inviolacy (inviolate attitude)
Achievement Infavoidance (to void shame, failure,
humiliation, ridicule)
Recognition Defendance (defensive attitude)
Exhibition Counteraction (counteractive attit.)
NEEDS CONCERNED WIH HUMAN POWER
Dominance Autonomy
Deferrence Contrarience (to act differently from
others)
Similance (suggestible attitude)

22. Table 4.2 continued SADO-MASOCHISTIC NEEDS Aggression Abasement
NEEDS CONCERNED WITH AFECTION BETWEEN PEOPLE
Affiliation Rejection
Succorance (to seek aid protection, Play
or sympathy)
Nurturance (to nourish, aid, or
protect the helpless)
NEEDS CONCERNED WITH SOCIAL INTERCOURSE (THE NEEDS TO ASK AND TELL)
Cognizance (inquiring attitude) Exposition (expositive attitude)
Source: Adapted from Henry A. Murray, “Types of Human Needs,” in David C. McClelland, Studies in Motivation (New York: Appleton-Century-Crofts, 1955):

23. Hierarchy of Needs Physiological needs Safety needs Social needs
Egoistic needs
Need for self-actualization

24. Figure 4.8 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. An Evaluation of the Need Hierarchy
Appears to reflect the assumed motivations of people in our society
Sufficiently generic to encompass most needs
No way to test and measure the hierarchy
Seems culture- and time-bound

26. 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

27. Motivational Research
Qualitative research designed to uncover consumers’ subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.

28. Table 4.3 Selected Product Personality Profiles Uncovered by Motivational Research
Baking
An expression of femininity and motherhood, baking evokes pleasant nostalgic memories of the odors pervading the house when one’s mother was baking. To man, a woman is subconsciously and symbolically going through the act of giving birth when baking a cake, and the most fertile moment occurs when the baked product is pulled out of the oven.
Ice Cream
Ice cream is associated with love and affection. It derives particular potency from childhood memories, when it was given to a child for being “good” and withheld as an instrument of punishment. people refer to ice cream as something they “love” to eat. Ice cream is a symbol of abundance; people prefer round packaging with an illustration that runs around the box panel because it suggests unlimited quantity.

29. Table 4.3 continued Power Tools
Power tools are a symbol of manliness. They represent masculine skill and competence and are often bought more for their symbolic value than for active do-it-yourself application. Ownership of a good power tool or circular saw provides a man with feelings of omnipotence.
Beer
For most people, beer is an active, alive sensuous beverage that provides the drinker with a feeling of security. People generally describe the beer they like as “alive,” “foamy,” and “sparkling,” and disliked brands as “flat,” “dead,” or “stale.”

30. Evaluating Motivational Research
Based on Freud’s psychoanalytic theory
Questionable reliability and validity
Too many exotic (usually sexual) reasons for common purchases