Professional Documents
Culture Documents
Abhipsa Mishra
CONSUMER MOTIVATION
Motivation as a Psychological Force
• Motivation is produced by a state of tension, by
having a need which is unfulfilled. Consumers want
to fulfill these needs and reduce the state of tension.
Eg. Need for food
• Need to Possess
Consumers often acquire products
simply because of their need to own
such products— e.g., collectors
Plays a role in impulse buying: where
consumers unexpectedly experience
a sudden and powerful urge to buy
something immediately
• Need to Give
Give something back to others or
reward ourselves. Self-gifts let us
motivate, reward, and console
ourselves
Consumer Motivation I Prof. Abhipsa Mishra
Types of Needs
• Need to Possess
Consumers often acquire products
simply because of their need to own
such products— e.g., collectors
Plays a role in impulse buying: where
consumers unexpectedly experience
a sudden and powerful urge to buy
something immediately
• Need to Give
Give something back to others or
reward ourselves. Self-gifts let us
motivate, reward, and console
ourselves
Types of Needs
Achievement
• Need for personal accomplishment
• Closely related to egoistic and self-actualization needs
Consumer Motivation I Prof. Abhipsa Mishra
Motivational Conflict and Need Priorities
• Resolving motivational conflicts requires prioritizing needs
• Maslow’s hierarchy
Some needs take precedence over other needs—physiological
needs take top priority
Differences in the importance attached to various needs affects
how consumers evaluate products
Because of consumers’ different motivational priorities, companies
use benefit segmentation: dividing consumers into different market
segments based on benefits they seek from purchase and
consumption
Premiums, free
products, contests,
and sweepstakes are
designed to
motivate consumers
to purchase