Chapter Outline

Model of the Motivation Process

Goals
Motives
Needs
Motivational Research
 Needs and Motivation
Needs are the requirement of individuals.
Marketers do not create needs but can make
consumers aware of needs.

Motivation is the driving force within

individuals that impels them to behave or do
the action.
Figure 4.1 Model of the Motivation
Process
 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
DEFINE NEEDS
We use the term need when referring to any human requirement,
although there is a variety of other words that may be sued such
as wants or desires.
2 types;
1. physical needs,
2. acquired needs

Every individual has needs; some are innate, others are acquired, but, most
importantly, needs underlie all human action. Innate needs are physiological
(i.e. biogenic); they include the needs for food, water, air, clothing, shelter and
sex. Because they are needed to sustain biological life, biogenic needs are
considered primary needs or motives.

Acquired needs
This are needs that we learn in response to our culture or environment.
They may include the need for self-esteem, prestige, affection, power or
learning. Because acquired needs are generally psychological (i.e. psychogenic),
they are considered secondary needs or motives.
Is a body spray
an innate or
acquired
need?
 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
 Figure 4-2a
Goals Structure for Weight Control

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 Figure 4-2b
Goals Structure for Weight Control

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 Figure 4-2c
Goals Structure for Weight Control

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 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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 Rational versus Emotional Motives
Rationality
They use the term rationally when they carefully
consider all alternatives and choose those that give
them greatest utility(USAGE).
In a marketing context, rationality implies that
consumers select goals based on totally objective
criteria, such as size, weight, price, or kilometers
per liter.

Emotional motives imply the selection of goals

according to personal or subjective criteria
Rational Versus Emotional Motives
Rational motives

Rationality implies that consumers select goals based on totally objective

criteria, such as size, weight, price, or miles per gallon.

They use the term rationality in the traditional economic sense, which assumes
that consumers behave rationally when they carefully consider all alternatives
and choose those that give them the greatest utility

A conscious, logical reason for a purchase. A motive that can be defended by

reasoning or logical argument

Emotional motives means the selection of goals according to personal or

subjective criteria (e.g., pride, fear, affection, status). A feeling experienced by a
customer through association with a product like gift,fear,emotion,affection,care.

Emotional motives imply the selection of goals/products according to personal

or subjective criteria..
Motivations
positive motivation & negative motivations : We may feel a strong driving
force towards some object or condition, or a driving force away form some
object or condition. For example, a person may be impelled towards a
restaurant to fulfill a hunger need and away form motorcycle transportation
to fulfill a safety need.

Positive Negative
Motivation Motivation
A driving force toward A driving force away from
some object or some object or condition
condition Avoidance Goal
Approach Goal A negative goal from
A positive goal toward which behavior is
which behavior is directed away
directed
Frustration
Failure to achieve a goal often results in feelings of frustration. Individuals react
differently to frustrating situations.

Some people are adaptive and manage to cope by finding their way around the obstacle
or, if that fails, by selecting a substitute goal.
Some people are less adaptive and may regard their inability to achieve a goal as a
personal failure and experience feelings of anxiety.

Defense Mechanism, there may be some other forms too :

Aggression(Aggressive behavior)
Rationalization(Inventing plausible reasons for failure)
Regression(Childish or immature behavior)
Withdrawal(Withdrawing from the situation)
Projection(Projecting blame for his or her own failures on other others)
Daydreaming(Fantasizing)
Identification(Identifying with other persons or situations which considered relevant)
Repression(Repressing the unsatisfied need-Sublimation)
REGRESSION: reacting to frustration with childish or immature behavior. When
somebody cant afford buying a product, he or she damages the product or misplace it
WITHDRAWAL: frustration may be resolved by simply withdrawing from the
situation. A person who has difficulty achieving officer status in some organization may
simply quit the organization.

PROJECTION: redefining the frustrating situation by projecting blame for his own
failure on other people or object. The driver who has a car accident may blame the other
driver or the condition of the road, weather, or other things.

AUTISM: autism or autistic thinking is simply day dreaming. Such day dreaming
enables the individual to attain imaginary gratification of unfulfilled needs.

The ad for flats of many builders goes like Own flat for the middle income groups at
20,000 taka per month with 5 lakh taka as down payment.

IDENTIFICATION: sometime people resolve their feelings of frustration by

subconsciously identifying with other person or situation they consider relevant.
Example : It is not possible to have time with the stars, so as they are using the soap in
the ad, therefore his/her fan also use it.

REPRESSION(keep inside/limit): another way of avoiding tension of frustration is

simply to repress(keep inside) the unfulfilled needs. A couple who cannot have children
may surround themselves with plants or pets
 Discussion Question
What products might be purchased using
rational and emotional motives?
What marketing strategies are effective when
there are combined motives?

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 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
 Substitute Goals
Are used when a consumer cannot attain a
specific goal he/she anticipates will satisfy a
need

The substitute goal will dispel(avoids) tension

Substitute goals may actually replace the
primary goal over time
 Frustration
Failure to achieve a goal may result in
frustration.
Some adapt; others adopt 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
What type of
defense
mechanism is
this
spokesperson
using in this
ad?
 Defense Mechanisms for Frustration

Aggression Projection

Rationalization Autism

Regression Identification

Withdrawal Repression
 Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
Physiological Arousal(bodily needs)

Bodily needs, at any one specific moment in

time, are rooted in an individuals physiological
condition at that moment.

Physiological arousal needs are those things

that are required to sustain biological life; food,
water, air, shelter, clothing, and sex.

Most physiological cues are involuntary;

however, they arouse related needs that cause
uncomfortable tensions until they are satisfied.
Affective arousal/emotional

Affective, or emotional, arousal happens when we are

emotionally charged up and feel passionate about
something.

We may be angry, excited, scared, joyful or feeling the

stimulation of any other emotion.

Some people fall easily into affective arousal and may be

considered to have a volatile temperament.

Affective arousal is, in some ways, most central to arousal

in that cognitive and physical arousal are more likely to be
accompanied with some degree of emotional sensation.
Cognitive Arousal:
Sometimes random thoughts can lead to a cognitive awareness of needs.

Cognitive, or intellectual, arousal is about thinking and mental

stimulation(encouragement).

This is the state where we are exploring, learning and discovering interesting
things.

Some people are more easily stimulated by cognitive arousal than others. When
aroused, some are more focused on learning whilst others (often 'experts') are
more likely to act to display and defend their pre-existing ideas and knowledge.

Sometimes random thoughts can lead to a cognitive awareness of needs.

Advertisements are cues(clues) designed to arouse needs.
1.Without these cues, the needs might remain dormant.
2.Creative advertisements arouse needs and create a psychological
imbalance in the consumers mind.
3.When people live in a complex and highly varied environment, they
experience many opportunities for need arousal. Conversely, when people
live in a poor or deprived environment, fewer needs are activated.
Environmental Arousal :

The set of needs an individual experiences at a particular time are

often activated by specific clues/cues in the environment.

Without these cues, the needs might remain dormant.

For example, a young college student may see a new, slick-looking

cell phone model with more features displayed in a store window.
The exposure may make him unhappy with his old cell phone and
cause him to experience tension that will be reduced only when he
buys himself the new cell phone model.

ex.The 8o clock news, the sight or smell of bakery goods,fast food

commercials on television, all these may arouse the need for food
 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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 Maslows Hierarchy of Needs
Figure 4.10

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Self actualization
It is the drive to become what one is capable of becoming, it includes growth,
achieving ones potential and self-fulfillment. It is to maximize ones potential
and to accomplish something.
(it is self fulfillment of his/her potentials of individual: it refers to an individual
is capable of becoming)
Maslows hierarchy of needs in marketing (application)
To help with training of Maslow's theory look for Maslow's Hierarchy of Needs
motivators in advertising.

This is a great basis for Maslow and motivation training exercises:

Biological and Physiological needs - wife/child-abuse help-lines, social security

benefits, Samaritans, roadside recovery.
Safety needs - home security products (alarms, etc), house an contents insurance,
life assurance, schools.

Belongingness and Love needs - dating and match-making services, chat-lines,

clubs and membership societies, Mac-donalds, 'family' themes like the old style
Oxo stock cube ads.

Esteem needs - cosmetics, fast cars, home improvements, furniture, fashion

clothes, drinks, lifestyle products and services.

Self-Actualization needs - Open University, and that's about it; little else in
mainstream media because only 2% of population are self-actualizers, so they
don't constitute a very big part of the mainstream market
Alderfers ERG Theory:
Alderfer has categorized the various needs into three categories:
1. EXISTENCE NEEDS,
2. RELATEDNESS NEEDS, AND
3. GROWTH NEED

1. Existence Needs:
Existence needs include all needs related to
physiologicaland safety aspects of an individual. Thus, existence needs group
physiological and safety needs of Maslow into one category as these have similar
impact on the behavior of the individual.

2. Relatedness Needs:
Relatedness needs include all those needs that involverelationship with other people
whom the individual cares. Relatedness needs cover Maslows social needs and that
part of esteem needs which is derived from the relationship with other people.

3. Growth needs:
Growth needs involve the individual making creative efforts
to achieve full potential in the existing environment.

These include Maslow's self actualization need as wells that part of the esteem need
which is internal to the individual like feeling of being unique, felling of personal
growth, etc.
Herzbergs Motivation-Hygiene Theory:
Hygiene factors-
Extrinsic ( Environmental ) factors that create job dissatisfaction, Salary, policies
Motivation Factors-
Intrinsic ( Psychological ) factors that create job satisfaction Like Recognisaton, growth,
respect, self achievement, self image.

Motivation Factors-
They are also known as satisfiers. These are related with the job content.
Their absence or decrease will affect the level of job satisfaction. These factors are
achievement, advancement, work itself, possibility of growth and responsibility.

Hygiene Factor:
These factors provide no motivation to employees but the absence
of these factors serves as dissatisfies. Many of these factors are traditionally
perceived by management as motivators but these are really more potent
as dissatisfies. These are called Hygiene Factors because they support the mental
health of employees.
Some of the Hygiene Factors are,
Wages, salary and other types of employee benefits.
Company policies and administrative rules that govern the working environment.
Interpersonal relation with peers, supervisors and subordinates. Cordial relation
will prevent frustration and dissatisfaction.
Working conditions and job security. The job security may be in the form of
tenure or it could be supported by a strong union
MC guires Psychological motives

Need for affiliation(The affiliation need suggests that behavior is highly influenced by the
desire for friendship, for acceptance, and for belonging)

Need for approval

Need for achievement(Individuals with a strong need for achievement often regard
personal accomplishment as an end in itself. tend to be more self-confident, enjoy
taking calculated risks, actively research their environments, and value feedback

Need for security

Competence motive

Power motive(The power need relates to an individuals desire to control his or her
environment.
Aggression motive

Self actualization(an individuals desire to fulfill his or her potential to become

everything he or she is capable of becoming.
Need for affiliation

It is the desire to be with others and have harmonious and satisfying relationships.

Affiliation can be defined as a positive, sometimes intimate, personal relationship.

A need for affiliation drives a person to be with different kind of people and have
many differen tkinds of relationships.

People, who are high on need for affiliation like to spend time with others, they like
to be with others, they like to form friendships and more and more intimate
relationships.

They try to seek out pleasure by being in the company of others. They have a
desire for acceptance and approval from others. They have a need to be liked by
others.

They choose work that enables them to be with more and more people and that
requires social interaction.
They also tend to conform to others. People affiliate to have interesting and lively
interactions that create some sort of positive stimulation. People affiliate to
compare themselves with others to know exactly where they belong in a particular
task. This reduces uncertainty among them and they are able to get some kind of
feedback about themselves
Need for achievement

It is the desire to achieve difficult tasks and to meet standards

of excellence. A need for achievement gives an incentive to have a sense of
accomplishment.

People who are high on need for achievement choose tasks that are
moderately difficult for them.

They are persistent and do not give up till they have a sense of
accomplishment. They are intrinsically motivated. They do things for a sense of
pleasure and satisfaction and not for extrinsic rewards like money.

They also prefer to have accurate feedback about themselves. They are clear
about their strengths and weaknesses.

They attribute their performance to themselves rather than circumstances.

They like to take responsibility for their success as well as their failures. They
prefer to be alone or with like minded people. They also like to face challenges
in their life.
Security needs

It includes security, stability, dependency, protection,

freedom from fear and anxiety and the need for structure
and order.

We can feel just as unsafe when faced with the

taunts of our peers as we do when faced with the
knife of a attacker
Power needs

Power is a measure of an entity's ability to control the environment around itself,

including the behavior of other entities.

The term authority is often used for power, perceived as legitimate by the social
structure.

Power can be seen as evil or unjust, but the exercise of power is accepted as
endemic to humans as social beings. A type of power is Reward.

Reward Power depends upon the ability of the power wielder to confer valued
material rewards; it refers to the degree to which the individual can give others a
reward of some kind such as benefits, time off, desired gifts, promotions
or increases in pay or responsibility.

This power is obvious but also ineffective if abused. People who abuse reward
power can become pushy or became reprimanded for being too forth coming or
'moving things too quickly'. Recent experimental psychology suggests that the
more power one has, the less one takes on the perspective of others, implying
that the powerful have less empathy.
 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 self-actualization
needs
 Measurement of Motives
Researchers rely on a combination of
techniques
Combination of behavioral, subjective, and
qualitative data
Construction of a measurement scale can be
complex
 Motivational Research
Qualitative research designed to uncover
consumers subconscious or hidden
motivations
Attempts to discover underlying feelings,
attitudes, and emotions
 Qualitative Motivational Research
Metaphor analysis
Storytelling
Word association and sentence completion
Thematic apperception test
Drawing pictures and photo-sorts
Many Companies Specialize in Motivational
Research

weblink we blink
 Definition of Personality?
Personality

It refers to the relatively enduring characteristics that

differentiate one person from another and that lead
people to act in a consistent and predictable manner,
both in different situations and over extended periods of
time.

Personality is defined as: the enduring or lasting

patterns of behavior and thought (across time and
situation).
PERSONALITY DETERMINANTS

Heredity
Environment
Situation
Culture
Family and social background

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 Freud: superego, id, and ego
According to Freud,

an individuals feelings, thoughts,

and behaviors are the result of the
interaction of the id, the superego,
and the ego.
Freud and Personality Structure
Id - energy constantly striving to satisfy basic drives
Pleasure Principle

Ego - seeks to gratify the Id in realistic ways

Reality Principle

Ego Super Super Ego

Ego - voice of conscience
that focuses on how
we ought to behave

Id
 Psychoanalysis:
Freuds Theory of Personality

Freuds theory suggest that personality is composed of

the id, the ego, and the superego.
id: the unorganized, inborn part of personality whose
purpose is to immediately reduce tensions relating to
hunger, sex, aggression, and other primitive impulses.

ego: restrains instinctual energy in order to maintain the

safety of the individual and to help the person to be a
member of society.

superego: the rights and wrongs of society and consists

of the conscience and the ego-ideal.
 Freuds Theory:
the Superego
Superego: the moral part of personality.
Internalized rules of parents and society.

Superego consists of two parts:

Conscience: notions of right/wrong.
Ego Ideal: how we ideally like to be.

Superego: constrains us from gratifying every impulse (e.g.,

murder) because they are immoral, and not because we
might get caught.
Superego: partly conscious, partly unconscious.
 Freuds Theory:
the Ego
The ego consists of a conscious faculty for
perceiving and dealing intelligently with reality.

The ego acts as a mediator between the id and the

superego.
The ego is partly conscious.
Deals with the demands of reality.
Makes rational decisions.
 Freuds Theory:
the Ego

The ego serves the ID:

The rational part of personality that maintains
contact with reality.
Governed by Reality Principle
What consequences are there to my behavior?

The ego is the Executive of the personality

The ego controls higher mental processes.
Reasoning, problem solving.
The ego uses these higher mental processes to help
satisfy the urges of the ID.
Neo-Freudian Personality Theory
Several neo-Freudians believed that social relationships are fundamental to the
formation and development of personality.
Alfred Adler viewed human beings as seeking to attain various rational goals which
he called style of life.
Harry Stack Sullivan stressed that people continuously attempt to establish significant
and rewarding relationships with others.
Karen Horney focused on the impact of child-parent relationships and the individuals
desire to conquer feelings of anxiety.
Horney proposed that individuals be classified into three personality groups
1. complaint,
2. aggressive and
3. detached.
Compliant individuals are those who move toward othersthey desire to be
loved, wanted, and appreciated. This is those who desire to be included in
activities of the groups

Aggressive individuals move against othersthey desire to excel and win

admiration.

Detached individuals move away from othersthey desire independence,

self-sufficiency, and freedom from obligations.
Extraversion focuses on the comfort level of an individual in
interaction with others.

Assertive(confident) Timid
Outgoing Quiet
Talkative Reserved
Open
Agreeableness refers to an individuals behavior towards
others while interacting with them.

Good Natured Cold

Co-operative (unfriendly)
Trusting Distant
Conscientiousness refers to the extent to which individuals show
consistent & reliable behavior while working in the organization.

High Responsible Unreliable

Dependable Disorganized
Organized Inconsistent
Persistent Easy-going
Emotional Stability refers to the ability of an individual to
control his/her emotions at the time of crisis.

Calm Nervous
Self-confident Depressed
Secure Insecure
Openness to experience measures the individuals ability to
be open to any kind of experience that helps him/her to do
the job effectively.

More Uncomfortable
Approachable Practical
Creative Traditional
Imagination Down-to-earth
Curiosity Conservative
 Big Five Personality Traits
Extroversion
This trait includes characteristics such as excitability, sociability,
talkativeness, assertiveness, and high amounts of emotional
expressiveness.
Sociable, gregarious, and assertive
I love excitement and am a cheerful person

Agreeableness
This personality dimension includes attributes such as trust,
altruism, kindness, affection, and other prosocial behaviors.
Good-natured, cooperative, and trusting.
People find me warm and generous and selfless

Conscientiousness
Common features of this dimension include high levels of
thoughtfulness, with good impulse control and goal-directed
behaviors

Responsible, dependable, persistent, and organized.

People find me reliable and I keep my house clean
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Emotional Stability
Individuals high in this trait tend to experience emotional
instability, anxiety, moodiness, irritability, and sadness.

calm, self-confident, secure (positive)

versus nervous, depressed, and insecure
(negative).

am very moody I often feel sad and down

Openness to Experience
This trait features characteristics such as imagination and
insight, and those high in this trait also tend to have a broad
range of interests.
I am a very curious person & enjoy challenges

Imaginativeness, artistic, sensitivity, and intellectualism.

Personality traits & understanding consumer diversity
Personality traits to be discussed include:

1.Consumer innovativeness.
2.Dogmatism.
3.Social character.
4.Need for uniqueness.
5.Optimum stimulation level
6.Variety-novelty seeking.