Arousal of Motives

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Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

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Cognitive Need Arousal

Appeal to Egoistic Needs

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Appeal to SelfActualization

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A Trio of Needs

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Power
individuals desire to control environment

Affiliation
need for friendship, acceptance, and belonging

Achievement
need for personal accomplishment closely related to egoistic and selfactualization needs

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Appeal to Power Needs

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Appeal to Affiliation Needs

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Appeal to Achieveme nt Needs

Mcguires Psychological Motives

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Cognitive motives or Affective motives. Motive focused on preservation Status quo Growth 4 Categories

Four main categories

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Cognitive motives : Focus on the persons need for being adaptively oriented towards the environment and achieving a sense of meaning. Affective motives: Focus on the persons need for reaching satisfying feeling states and to obtain personal goals. Perseveration-oriented motives: Focus on the individuals need for striving to maintain equilibrium. Growth motives: Focus on the persons development

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Is this behavior actively initiated or in response to the environment? (Active / Passive) Does this behavior help the individual achieve a new internal state or a new external relationships to the environment? (External / Internal)

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McGuires Motives
Cognitive Motives Affective Motives
Cognitive Perseveration Affective Perseveration Motives Motive Need for Consistency (A,I) Need for Tension reduction (A,I) Need for Attribution (A,E) Need for Expression (A,E) Need for Categorize (P,I) Need for Ego defense (P,I) Need for Objectification. (P,E) Need for Reinforcement (P,E) Cognitive Growth Affective Growth Motives Motives Need for Autonomy (A,I) Need for Assertion (A,I) Need for Stimulation (A,E) Need for Affiliation (A,E) Need for Teleological (P,I) Need for Identification (P,I) Need for Utilitarian. (P,E) Need for Modeling (P,E)

Motivational Conflict and Need Priorities Amity Business School Satisfying a need often comes at the expense of another needthese trade-offs cause motivational conflict. MANIFEST MOTIVES LATENT MOTIVES

To understand latent motives, strategies are:

ASSOCIATION TECHNIQUE: Word Association Successive word association. Analytics and use

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COMPLETION TECHNIQUE Sentence Completion Story completion Analysis and use CONSTRUCTION TECHNIQUE Cartoon Techniques Third-Person Techniques Picture Response Analysis and use

Motivational Conflict and Need Priorities Amity Business School Satisfying a need often comes at the expense of another needthese trade-offs cause motivational conflict. MANIFEST MOTIVES LATENT MOTIVES

To understand latent motives, strategies are:

ASSOCIATION TECHNIQUE: Word Association Successive word association. Analytics and use

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COMPLETION TECHNIQUE Sentence Completion Story completion Analysis and use CONSTRUCTION TECHNIQUE Cartoon Techniques Third-Person Techniques Picture Response Analysis and use

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Types of Motivational Conflict

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Approach-approach: deciding between two or more desirable options. Buy now and pay later. Avoidance-avoidance: deciding between two or more undesirable options. Lower calorie snacks, cold drinks. Approach-avoidance: behavior has both positive and negative consequences. Exchange offer for old products.

Approach-approach
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Approach-avoidance
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Motivational Conflict and Amity Business School Need Priorities

Resolving motivational conflicts requires prioritizing needs Maslows hierarchy
Some needs take precedence over other needsphysiological needs take top priority Differences in the importance attached to various needs affects how consumers evaluate products

Motivational Conflict and Need Priorities Amity Business School Satisfying a need often comes at the expense of another needthese trade-offs cause motivational conflict. MANIFEST MOTIVES LATENT MOTIVES

To understand latent motives, strategies are:

ASSOCIATION TECHNIQUE: Word Association Successive word association. Analytics and use

Amity Business School

COMPLETION TECHNIQUE Sentence Completion Story completion Analysis and use CONSTRUCTION TECHNIQUE Cartoon Techniques Third-Person Techniques Picture Response Analysis and use

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Types of Motivational Conflict

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Approach-approach: deciding between two or more desirable options. Buy now and pay later. Avoidance-avoidance: deciding between two or more undesirable options. Lower calorie snacks, cold drinks. Approach-avoidance: behavior has both positive and negative consequences. Exchange offer for old products.

Approach-approach
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Approach-avoidance
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Motivational Conflict and Amity Business School Need Priorities

Resolving motivational conflicts requires prioritizing needs Maslows hierarchy
Some needs take precedence over other needsphysiological needs take top priority Differences in the importance attached to various needs affects how consumers evaluate products

Motivational Conflict and Amity Business School Need Priorities

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

Maslows Hierarchy of Needs

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Motivational Intensity
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Motivational intensity: how strongly consumers are motivated to satisfy a particular need Depends on needs importance Involvement: degree to which an object or behavior is personally relevant Motivational intensity and involve-ment determine amount of effort consumers exert in satisfying needs

The Challenge of Understanding Consumer MotivationAmity Business School Reasons underlying consumer motivation are not always obvious. Research is necessary to discover real motivations behind behaviors. People dont always want to disclose real reasons for their actions. People dont always know why they do what they dounconscious motivation Motivations change over time

Unconscious Motivation
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