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Chapter 4 Consumer Motivation

1. Definition of Motivation : Motivation is a driving force that impels an individual to make any action. Motivation defined as the process that motivates a person into action and induce him to continue course of action for the achievement of goals. Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs. 2. Model of the Motivation Process :

Learning Learning Needs Needs wants, and wants, and desires desires

Tension Tension

Drive Drive

Behavior Behavior

Goal or need Goal or need fulfillment fulfillment

Cognitive Cognitive processes processes

Tension Tension reduction reduction

3. Positive And Negative Motivation : Positive Motivation : Positive motivation is a driving force toward some object or condition. When a person feel the motivation towards a goal its called positive motivation. For example, a person may be impelled toward a restaurant to fulfill a hunger need. Negative Motivation : Negative motivation is a driving force away from some object or condition. When a person feel the motivation away from a goal its called negative motivation. For example, away from motorcycle transportation to fulfill a safety need. 4. Rational And Emotional Motivation : Rational Motivation : Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon. Rational motives are conscious, factual, and logical reasons for a purchase. When decision taking by determining positive and negative sight that is called rational. For example, purchase a dress from Arang at Tk 5000, which quality is very high. Emotional Motivation : Emotional motives imply the selection of goals according to personal or subjective criteria. Emotional motives are feelings experienced by a customer through association with a product. Love, guilt, fear, brand loyalty and social approval often prompt us to buy. For example, purchase a dress from She without considering price and quality. 5. The Dynamic Nature of Motivation : Motivation is a highly dynamic construct that is continuously changing in reaction to life experiences. Needs and goals change and grow in response to an individuals physical condition, environment, interactions with others, and experiences. As individuals attain their goals, they develop new ones.

1. Needs are never fully satisfied 2. New needs emerges as old needs are satisfied 3. Success and failure influence goals 4. People who achieve their goals set new and higher goals for themselves 5. Substitute goal 6. Frustration 6. Source of Motivation / Arousal of Motives : 1. Physiological arousal 2. Emotional arousal 3. Cognitive arousal 4. Environmental arousal 1. Physiological arousal : Bodily needs at any one specific moment in time are based on the individuals physiological condition at that moment. Physiological cues are involuntary and it cause uncomfortable tension. Like, stomach contraction will trigger awareness of a hunger need. 2. Emotional arousal : Autistic thinking(Daydreaming) arouse emotional need and drive them into goal oriented behavior. Like, fear of examination drives the student to sit and study. 3. Cognitive arousal : Random thought can lead to cognitive awareness of needs. Like, an advertisement that provide reminder of home make one feel to speak with parents. 4. Environmental arousal : Certain cues in the environment arouse a set of needs. For example, the sight or smell of bakery goods, fast food commercials on Tv, the end of school day all of these arouse the need for food.

7. Maslows Hierarchy of Needs :

1. Physiological needs : In the Maslows hierarchy of needs theory, physiological needs are the first and most basic level of human needs. These needs are basic to human life and include food, clothing, shelter, air, water and other necessities of life. 2. Safety and security needs : After satisfying the physiological needs, people need safety and security. Safety and security needs are desire for economic security and protection from physical damages. 3. Social needs : Man is a social animal. These needs therefore, refer to belongingness. All individuals want to be recognized and accepted by others. 4. Esteem needs : These needs refer to self-esteem and self-respect. They include such needs which indicate self confidence, achievement competence, knowledge and indolence. 5. Self-actualization : The final step under the need hierarchy model is the need for self actualization. This refer to self fulfillment. 8. A Trio of Needs : 1. Power : The power need relates to an individuals desire to control his or her environment. It includes the need to control other persons and various objects. That means the ones desire to dominate and influence others by using physical objects and actions. 2. Affiliation : These refer to needs to establish and maintain friendly and warm relations with others. They never want to dominate others. They are very much helpful to others to maintain a good relationship with them. 3. Achievement : This refers to ones desire to accomplish something with own efforts. The achievement need is closely related to both the egoistic need and the self-actualization needs.