Understanding Motivation Understanding Goals & needs

Generic goals & specific goals Innate needs & acquired needs

Consumer Motivation

Needs and goals interdependency

Needs are never fully satisfied, New needs emerge as old needs are satisfied, People who achieve their goals set new & higher goals for them

Failure to achieve goals

Fight Flight: Aggression, Regression, Rationalization, Projection, Identification, Autism, Withdrawal, Repression

Understanding motive arousal

Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

Figure 4.1 Model of the Motivation Process

Learning Needs wants, and demands Goal or need fulfillment

Tension

Drive

Behavior

Cognitive processes

Tension reduction

Types of Needs

Innate 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

Goals

Generic 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. the specifically branded products or services that consumers select as their goals e.g., I want to get an MBA in Marketing from Kellogg School of

Product-Specific Goals

The Selection of Goals

The goals selected by an individual depend on their:

Personal experiences Physical capacity Prevailing cultural norms and values Goals accessibility in the physical and social environment

Motivations and Goals

Positive Motivation A driving force toward some object or condition Approach Goal

Negative Motivation A driving force away from some object or condition Avoidance Goal

A positive goal toward which behavior is directed

A negative goal from which behavior is directed away

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

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

Frustration

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

Defense Mechanism

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

Table 4.2 Defense Mechanisms

Aggression Rationalization Regression Withdrawal Projection Autism Identification Repression

Arousal of Motives

Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

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 reacts
Behavior is directed at goal achievement Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior

Cognitive School

Figure 4.9 Maslows Hierarchy of Needs

Self-Actualization (Self-fulfillment)
Ego Needs (Prestige, status, self esteem)

Social Needs (affection, friendship, belonging)

Safety and Security Needs (Protection, order, stability) Physiological Needs (Food, water, air, shelter, sex)

Table 4.3 Murrays 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, Deferrence, Similance, Autonomy, Contrariance

Table 4.3 Murrays List of Psychogenic Needs

Sado-Masochistic Needs : Aggression, Abasement

Needs Concerned with Affection between People: Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse: Cognizance, Exposition

Figure 4.10 Appeal to Egoistic Needs

Figure 4.11 Appeal to SelfActualization

A Trio of Needs

Power

individuals desire to control environment

need for friendship, acceptance, and belonging need for personal accomplishment closely related to egoistic and selfactualization needs

Affiliation

Achievement

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.