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• Positive motivation is a response which includes enjoyment and optimism about the
tasks that you are involved in. Positive motivation induces people to do work in the best
possible manner and to improve their performance. Under this better facilities and
rewards are provided for their better performance. Such rewards and facilities may be
financial and non-financial.
• Negative motivation aims at controlling the negative efforts of the work and seeks to
create a sense of fear for the worker, which he has to suffer for lack of good
performance. It is based on the concept that if a worker fails in achieving the desired
results, he should be punished. Negative motivation involves undertaking tasks because
there will be undesirable outcomes, eg. failing a subject, if tasks are not completed.
• Almost all students will experience positive and negative motivation, as well as loss of
motivation, at different times during their life at University.
• Both positive and negative motivation aim at inspiring the will of the people to work but
they differ in their approaches.
• Whereas one approaches the people to work in the best possible manner providing
better monetary and non-monetary incentives, the other tries to induce the man by
cutting their wages and other facilities and amenities on the belief that man works out of
fear.
• Rational versus Emotional Motives
Self-Actualization
(Self-fulfillment)
Ego Needs
(Prestige, status, self esteem)
Social Needs
(affection, friendship, belonging)
Physiological Needs
(Food, water, air, shelter, sex)
Abraham Maslow is well renowned for proposing the Hierarchy of
Needs Theory in 1943.
This theory is a classical depiction of human motivation.
This theory is based on the assumption that there is a hierarchy of
five needs within each individual.
The urgency of these needs varies.
These five needs are as follows-
1. Physiological needs- These are the basic needs of air, water, food,
clothing and shelter. In other words, physiological needs are the
needs for basic amenities of life.
2. Safety needs- Safety needs include physical, environmental and
emotional safety and protection. For instance- Job security, financial
security, protection from animals, family security, health security,
etc.
3. Social needs- Social needs include the need for love, affection, care,
belongingness, and friendship.
4. Esteem needs- Esteem needs are of two types: internal
esteem needs (self- respect, confidence, competence,
achievement and freedom) and external esteem needs
(recognition, power, status, attention and admiration).
5. Self-actualization need- This include the urge to
become what you are capable of becoming / what you
have the potential to become. It includes the need for
growth and self-contentment. It also includes desire
for gaining more knowledge, social- service, creativity
and being aesthetic. The self- actualization needs are
never fully satiable. As an individual grows
psychologically, opportunities keep cropping up to
continue growing.
• McGuire first divided the motivation into two main
categories using two criteria:
• Is the mode of motivation cognitive or affective?
• Is the motive focused on preservation of the
status quo or on growth?
• Then for each division in each category he stated
there is two more basic elements.
• Is this behavior actively initiated or in response to the
environment?
• Does this behavior help the individual achieve a new
internal or a new external relationship to the
environment?
• Mcguire developed a classification system that organizes these various theories
into 16 categories.
• Helps marketers isolate motives likely to be involved in various consumption
situations
• Divides motivation into four main categories using two criteria
1. Is the mode of motivation cognitive or affective?
2. Is the motive focused on preservation of the status quo or on growth?
• Cognitive= focus on person’s need for being adaptively oriented toward the
environment and achieving a sense of meaning
• Affective= deal with the need to reach satisfying feeling states and to obtain
personal goals
• Preservation-oriented= emphasize the individual striving to maintain equilibrium
• Growth= emphasize development
Further subdivided
• 3. Is this behavior actively initiated or in
response to the environment
• 4. Does this behavior help the individual
achieve a new internal or a new external
relationship to the environment
McGuire’s Psychological Motives
• Classification System with 16 categories
• Two criteria determine 4 major categories:
– Is mode of motivation cognitive or affective?
– Is the motive focused on preservation or
growth?
• Four categories subdivided further:
– Is the behavior initiated or a response?
– Is this behavior internal or external?
McGuire’s Cognitive Motives
• Cognitive Preservation Motives
– Need for Consistency (active, internal)
– Need for Attribution (active, external)
– Need to Categorize (passive, internal)
– Need for Objectification (passive, external)
• Cognitive Growth Motives
– Need for Autonomy (active, internal)
– Need for Stimulation (active, external)
– Teleological Need (passive, internal)
– Utilitarian Need (passive, external)
McGuire’s Affective Motives
• Affective Preservation Motives:
– Need for Tension Reduction (active, internal)
– Need for Expression (active, external)
– Need for Ego Defense (passive, internal)
– Need for Reinforcement (passive, external)
• Affective Growth Motives:
– Need for Assertion (active, internal)
– Need for Affiliation (active, external)
– Need for Identification (passive, internal)
– Need for Modeling (passive, external)
• 1. Need for consistency
• People have a basic desire to have all parts of themselves
consistent and they purchase products that fulfill this need.
People that listen to country music will purchase products like
cowboy boots, heavy duty trucks and pets.
• 2. Need for attribute causation
• People have the need to determine who or what causes things
to happen to them. For example, some people choose to
attribute it to themselves, fate or an outside force like God.
• 3. Need to categorize
• Categories allow people to process a large amount of
information. Vehicles are categorized into cars, SUV’s, light
trucks, heavy duty trucks, van, sporty, mid-size, hybrid, electric
and so on. This helps consumers quickly narrow down their
choices when purchasing a vehicle.
• 4. Need for cues
• Most people will view others’ behavior and infer what they feel and
think. Clothing plays an important role in presenting image of a
person. People quickly judge others by the clothing they are wearing
and the vehicle they drive.
• 5. Need for independence
• Americans strive for individuality and self-expression and many
products are marketed as “limited edition” or being different and
unique
• The Japanese culture discourages individuality and focuses on
affiliation, and behavior that enhances family and culture.
• 6. Need for self-expression
• Americans are known for letting others know who and what they are
by their extravagant purchases, especially clothing and cars. Who
really needs a $1,200 pen? What is that saying about that person?
• 7. Need for ego-defense
• The need to defend your identity. An insecure customer
will purchase well-known brand names for fear of being
labeled socially incorrect.
• 8. Need for reinforcement
• People are motivated to act because they are rewarded
for doing it. For example, showing off a new diamond
ring to your friends creates acceptance and approval.
• 9. Need for affiliation
• Affiliation is the need to develop mutually helpful and
satisfying relationships with others, which is a critical
part of all people’s lives.
• 10. Need for modeling
• Conformity and the need to base behavior on that of others. This is the major
motivation of children, tweens (8-12 year olds), and especially teenagers-and in
their social world conformity mean acceptance.
1. Sensation
2. Absolute threshold
3. Differential threshold
4. Subliminal perception
1. Sensation:
a. Sensation is the immediate and direct response of the sensory organs to stimuli.
b. Stimulus or stimuli is any unit of input to any of the senses. e.g.: ads, brand name, etc.
c. Sensory receptors are human organs like eyes, nose, ears, mouth and skin.
d. A perfectly unchanging environment provides little or no sensation at all. E.g.: honking horn is never
noticed in heavy traffic.
2. Absolute threshold:
• The lowest level at which an individual can experience
a sensation is called the absolute threshold.
• The minimal difference that can be detected between two similar stimuli
is called the differential threshold or the just noticeable difference.
4. Subliminal perception
• Human beings are constantly bombarded with stimuli during every minute and
every hour of every day.
• The sensory world is made up of an almost infinite number of discrete sensations
that are constantly and subtly changing.
• According to the principles of sensation, intensive stimulation “bounces off” most
individuals, who sub consciously block a heavy bombardment of stimuli.
• One type of input is physical stimuli from the outside environment; the other type
of input is provided by individuals themselves in the form of certain
predispositions based on previous experience.
• The combination of these two very different kinds of inputs produces for each of us
a very private, very personal picture of the world.
• Because each person is a unique individual, with unique experiences, needs, wants
and desires, and expectations, it follows that each individual’s perceptions are also
unique.
Perceptional Selection
• Consumers subconsciously exercise a great deal of selectivity as to which aspects
of the environment they perceive. An individual may look at some things, ignore
others, and turn away from still others. In actually, people receive only a small
fraction of the stimuli to which they were exposed.
• Which stimuli get selected depends on two major factors in addition to the nature
of the stimulus itself. (1) Consumers previous experience as it affects their
expectations. And (2) their motives at the time. Ease of these factors can serve to
increase or decrease the probability that a stimulus will be perceived.
• Marketing stimuli include an enormous number of variables that affect the
consumers perception, such as nature of the product, its physical attributes, the
package design, the brand name, the advertisements and commercials including
copy claims, choice and sex of model, size of ad, topography, the position of print
ad or a commercial, and the editorial environment.
• Expectations
• People usually see what they expect to see, and what they expect to see is usually
based on familiarity, . Previous experience, or preconditioned set. In a marketing
context, people tend to perceive products and product attributes according to their own
expectations.
• Motives
• People tend to perceive the things they need or want; the stronger the need the greater
the tendency to ignore unrelated stimuli in the environment. In general, there is
heightened awareness of stimuli that are relevant to ones needs and interests and a
decreased awareness of stimuli that are irrelevant to those needs.
• Selective perception
• The consumers “selection” of stimuli from the environment is based on the interactions
of expectations and motives with the stimulus itself. These factors give rise to four
important concepts concerning perception
• Selective Exposure
• Consumers actively seek out messages that they find pleasant or with which they are
sympathetic. And they actively avoid painful or threatening ones. They also selectively expose
themselves to advertisements that reassure them of the wisdom of their purchase decisions.
• Selective attention
• Consumers exercise a great deal of selectivity in terms of the attention they give to
commercial stimuli. They have a heightened awareness of stimuli that meet their needs or
interests and minimal awareness of stimuli irrelevant to their needs. Thus, consumers are
likely to note ads for products that would satisfy their needs and disregard those in which they
have no interest.
• Perceptual Defense
• Consumers subconsciously screen out stimuli that they find psychologically threatening, even
though exposure has already taken place. Thus, threatening or otherwise damaging stimuli are
less likely to be consciously perceived than are neutral stimuli at the same level of exposure.
• Perceptual Blocking
• Consumers protect themselves from being bombarded
with stimuli by simply “tuning out” – blocking such
stimuli from conscious awareness.
• They do so out of self – protecting because of the visually
overwhelming nature of the world in which we live.
• The popularity of such devices as TiVo and Replay TV,
which enable viewers to skip over TV commercials with
great ease, is, in part, a result of perceptual blocking.
Perceptual Organization
• People do not experience a numerous stimuli they select from the environment as
separate and discrete sensations rather they tend to organize them into groups and
perceive them as unified wholes.
• People have tendency to organize their perceptions into figure and ground relationship.
How a figure- ground pattern is perceived can be influenced by prior pleasant or painful
associations with one or the other element in isolation.
• Grouping
• Individuals tend to group stimuli so that they form a unified picture or impression. The
perception of stimuli as groups or chunks of information, rather than as discrete bits of
information, facilitates their memory and recall. Grouping can be used advantageously by
marketers to simply certain desired meanings in connection with their products.
• Closure
• Consumers have a number of enduring perceptions, or images, that
are particularly relevant to the study of consumer behavior.
Products and brands have symbolic value for individuals, who
evaluate them on the basis of their consistency with their personal
pictures of themselves.
• Product positioning
• The essence of successful marketing is the image that a product has
in the mind of the consumer-that is positioning. Positioning is more
important to the ultimate success of a product than are its actual
characteristics, although products are poorly made will not succeed
in the long run on the basis of image alone.
• Perceptual interpretation
• Stimuli are often highly ambiguous. Some stimuli are weak
because of such factors as poor visibility, brief exposure, high
noise level or constant fluctuations. Even the stimuli that are
strong tend to fluctuate dramatically because of such factors
as different angles of viewing, varying distances, and changing
levels if illumination.
• Perceptual distortion
• Individuals are subject to a number of influences that tend to
distort their perceptions, such as physical appearances,
stereotypes, first impressions, jumping to conclusions and the
halo effect.
• Product repositioning
• It helps them to know how their product and service appear to the customer
when compared to the competitors’ product and services.
• Positioning of services
• Perceived price
• It is important to know how the consumer perceives the price, as high, low or as
fair. The consumer must be made to perceive the price which he is paying is fair.
No one will be happy to know that they have paid twice the price.
• Reference price
• A reference can be external or internal; it can be any price that a consumer
uses as a basis for comparison in judging another price.
• Perceived quality
• The consumer usually judges the quality of a product or services with the
other attributes relating with it. Such related factors become important to
understand in order to satisfy the customer.
• The service is more difficult for the consumer to evaluate; it is intangible,
variable and perishable. They are produced and consumed at the same
time.
• Price quality relationship
• The studies have found out that consumers rely on price as an indicator of
product quality, that consumers attribute different quintiles to identical
products that carry different price tag, and that such consumer
characteristics as age and income affect the perception of values.
• Physical Risk: Is the risk to self and others that the product may
pose.
• Financial Risk: Is the risk that the product will not be worth its cost.
• Social Risk: Is the risk that a product choice will bruise the
consumer’s ego
• Time Risk: Is the risk that the time spent on in the product such may
be wasted if the product does not perform as expected.
• How consumers handle risk
Consumers develop a self defensive weapon in order to satisfy the unsatisfied needs.
2. Back office operations — Operations that ultimately affect the activities of the front
office (e.g., billing, maintenance, planning,
marketing, advertising, finance, manufacturing, etc.)
7. Customer Analysis : Customers referred include the present customers consuming the
products of an organization and customers who are presently using products of
competitors. so on. This analysis is to be performed not only on the existing customers but
also on the former customers, so that corrective actions may taken to retain current
customers.
8. Cost Analysis : An organization must focus attention on the cost of
the product or service. Always, there must cost reduction without
compromising on quality. The organization must reduce costs and
retain the same good quality or improve quality.
9. Concentration on the Paying ability of Customers: Pricing
decision are to be governed not merely by cost related factors.
Before fixing price, the paying ability of the potential customers
must also be viewed. To some extent prices are to be adjusted in
tune with the fluctuations in the paying ability of potential
customers.