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Motivation and Consumer

Behaviour
Motivation
It is the driving force that impels people to act
It accounts for ones particular behaviour or action
Needs in general direct the motivational forces
Example- KPMG Unveils Me, My Life, My Wallet
http://www.newswire.ca/news-releases/kpmg-unveils-me-my-
life-my-wallet-a-new-customer-engagement-framework-that-
identifies-what-drives-todays-multi-dimensional-consumer-
657496223.html
Motivation is triggered by psychological tension caused by
unfulfilled needs
Instant/ Delayed gratification; awareness of unfelt needs.
Need focus definition is a must!
High specifications and Mid range pricing are the motivational
factors for South African One plus users!
https://techcentral.co.za/oneplus-phones-coming-south-
africa/78101/
Dynamics of Motivation
Physiological needs
NEEDS
Psychological needs

Generic goals
Product specific goals
GOALS

NEED Biological stimuli,


AROUSAL AND emotional or cognitive
process
SELECTION OF
Positive/Negative
GOAL selection of goals
MOTIVATION PROCESS
Personality perception
learning attitudes

NEEDS-TENSION-DRIVE-------BEHAVIOUR-GOAL

Tension Reduction
NEEDS

PHYSIOLOGICAL NEEDS PSYCHOLOGICAL NEEDS


GOALS
Goals are the after results of motivational behaviour.
Generic- outcomes to satisfy physiological or psychological
needs.
Product specific- outcomes that consumer seek by using a
product/service
Influential marketing is the key! For consumption becoming
technology driven.
NEED AROUSAL
Generation of needs due to biological stimuli, emotional or
outside environment.
Cognitive means random thoughts leading to awareness to
act. Eg- Promotional messages of mothers day, fathers day
etc.
SELECTING GOALS
Selection of goals depend upon personal experience,
knowledge, physical capacity, cultural norms etc.
Usually it is one stone for two birds!
Motivation to select goals can be either positive or negative.
Positive outcomes we seek are called approach objects
Negative outcomes are called avoidance objects.