CHAPTE

R
FOUR

Consumer
Motivation

Learning Objectives
1. To Understand the Types of Human Needs
and Motives and the Meaning of Goals.
2. To Understand the Dynamics of Motivation,
Arousal of Needs, Setting of Goals, and
Interrelationship Between Needs and Goals.
3. To Learn About Several Systems of Needs
Developed by Researchers.
4. To Understand How Human Motives Are
Studied and Measured.
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Chapter Four

Basics about Human

Needs, Motives and Goals

Motivation as a
Psychological Force
Motivation is the
driving force within
individuals that
impels them to
action.
Needs are the
essence of the
marketing concept.
Marketers do not
create needs but can
make consumers
aware of needs.
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Chapter Four

Model of the Motivation

Process
Figure 4.2

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Chapter Four

Types of Needs
Innate Needs
Physiological (or biogenic) needs that are
considered primary needs or motives

Acquired Needs
Learned in response to our culture or
environment. Are generally psychological
and considered secondary needs
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Chapter Four

Goals
The sought-after results of motivated
behavior
Generic goals are general categories
of goals that consumers see as a way to
fulfill their needs
Product-specific goals are specifically
branded products or services that
consumers select as their goals
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Chapter Four

Holiday Travel Plan

How would you plan your next
coming holiday? Or think of any plan
that you had before.
What factors influence your decision
making?

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

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Chapter Four

Discussion Questions
What are three generic goals you have set
for yourself in the past year?
What are three product-specific goals you
have set in the past year?
In what situations are these two related?
How were these goals selected? Was it
personal experiences, physical capacity, or
prevailing cultural norms and values?

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Chapter Four

10

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

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Chapter Four

11

Discussion Questions
What products
might be
purchased using
rational and
emotional
motives?

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Chapter Four

12

Dynamics of Motivation

13

The Dynamics 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

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Chapter Four

14

Substitute Goals
Are used when a consumer cannot
attain a specific goal he/she
anticipates will satisfy a need
The substitute goal will dispel tension
Substitute goals may actually replace
the primary goal over time

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Chapter Four

15

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

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Chapter Four

16

Arousal of Motives

Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal

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Chapter Four

17

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

Cognitive School
Behavior is directed at goal achievement
Needs and past experiences are reasoned,
categorized, and transformed into attitudes
and beliefs
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Chapter Four

18

Types and Systems of

Needs

19

Types and Systems of

Needs
Abraham Maslows hierarchy of
needs

A trio of needs

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Chapter Four

20

Maslows Hierarchy of
Needs
Figure 4.10

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Chapter Four

21

To Which of Maslows
Needs Does This Ad
Appeal?

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Chapter Four

22

Both Physiological and

Social Needs

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Chapter Four

23

To Which of Maslows
Needs Does This Ad
Appeal?

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Chapter Four

24

Egoistic Needs

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Chapter Four

25

To Which of Maslows
Needs Does This Ad
Appeal?

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Chapter Four

26

Self-Actualization

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Chapter Four

27

Focus Group Discussion

I find that I learn so
much from the
others in the club.
It is really
important to me to
keep learning and
growing in all parts
of my life-including
cycling.
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Inc. publishing as Prentice Hall

Chapter Four

28

Focus Group Discussion

I had a heart attack
a few years ago,
and I was told by
my doctors that I
really needed to
step up the amount
of exercise that I
get-my life
depends on this
club.
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Inc. publishing as Prentice Hall

Chapter Four

29

Focus Group Discussion

I have been cycling
a long time, and I
have become quite
accomplished at it.
I wanted to be
around other
people who could
fully appreciate my
skill level.
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Inc. publishing as Prentice Hall

Chapter Four

30

Focus Group Discussion

I heard about this
club and thought
that it would be a
great way to meet
people

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Inc. publishing as Prentice Hall

Chapter Four

31

Focus Group Discussion

I used to bike alone,
but I had too many
close calls, where a
driver didnt see me
and almost hit me. I
decided that it would
be smarter to join a
club so that I would
be cycling in a large
group and be more
visible.
Copyright 2010 Pearson Education,
Inc. publishing as Prentice Hall

Chapter Four

32

A Trio of Needs
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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Chapter Four

33

To Which of the Trio

of Needs Does This Ad
Appeal?

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Chapter Four

34

The Affiliation Needs Of

Young, Environmentally
Concerned Adults

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Chapter Four

35

To Which of the Trio

of Needs Does This Ad
Appeal?

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Chapter Four

36

Affiliation Need

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Chapter Four

37

Power And Achievement

Needs

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Chapter Four

38

Needs and Military

Recruitment Slogans

This is the Army

Todays Army Wants to Join You
Accelerate Your Life
I Want You
Join the People Whove Joined the Army
An Army of One
The Few, the Pound, the Marines
Let the Journey Begin
Be All You Can Be
39

Most Preferred Slogans

40

Measurement of Motives
Researchers rely on a
combination of
techniques
Qualitative research is
widely used
Projective techniques
are often very
successful in
identifying motives.
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Chapter Four

41

Qualitative Measures of
Motives
Table 4.7 (excerpt)

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Chapter Four

42

Motivational Research
Term coined in the 1950s by Dr.
Ernest Dichter
Based on premise that consumers
are not always aware of their
motivations
Identifies underlying feelings,
attitudes, and emotions

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Chapter Four

43

P&G with Consumer

Products
What does P&G do to understand
consumers needs and wants?
How does P&G connect with their
consumers?

44

Activision
Overview of Activision
What is the role of research in
Activision?
What research methods are used to
understand consumers needs and
wants?
45

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reproduced, stored in a retrieval system, or transmitted, in
any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior
written permission of the publisher. Printed in the United
States of America.

Copyright 2010 Pearson Education, Inc.

publishing as Prentice Hall
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Four Slide