CHAPTER

FOUR

Consumer Motivation
A Simple Model of Consumer Decision Making

Copyright 2010 Pearson Education, Inc. Chapter One Slide 2

 Motivation as a Psychological Force

Motivation is the driving

force within individuals
that impels them to
action (behavior).

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. For example, when you are very hungry, you are extremely motivated
to find food. Perhaps when you need a new pair of pants, you are a bit less
motivated to fulfill this need as compared to your need for food. In the case of
needing pants, it is important for marketers to help increase your motivation for
their products - perhaps Diesel Jeans.

Chapter Four Slide 3

Model of the Motivation Process

Chapter Four Slide 4

 Motivation
Needs, Motives and Goals

In motivation process, three terms are related:

1- Need to be fulfilled (e.g. a need for food).

2- Motive: An unobservable inner force that
stimulates a behavior (e.g. hunger)

3- Goal: the result or achievement toward which

behavior is directed (e.g. eat to fulfill the need for
food).

Need motive goal

Chapter Four Slide 5

Needs

Chapter Four Slide 6

 Needs
Needs are the essence
of the marketing
concept.
Marketers do not
create needs but can
make consumers aware
of their needs through
communications.
Chapter Four Slide 7
 General Types of Needs

Innate Needs
Physiological (or biogenic) needs that are
considered primary needs (e.g. need for
food)
Acquired Needs (learned needs)
Learned in response to our culture or
environment. They are generally
psychological and considered secondary
needs (e.g. need for a pair of jeans).
Chapter Four Slide 8
 Detailed Types of Needs

Researchers are interested in developing a complete list of human

needs. Although basic biological needs are easily understood and
agreed upon, it is the psychological and psychosocial needs that
differ from researcher to researcher. Murray and Maslow have
both developed lists of needs and Maslow orders them within a
hierarchy from lower-level to higher-level needs. Somewhat related
to Maslows theory is the belief in a trio of basic needs including
power, affiliation, and achievement.

Henry Murrays psychogenic needs

Abraham Maslows hierarchy of needs
A trio of needs
Chapter Four Slide 9
 Murrays List of Psychogenic Needs
Needs Reflecting
Needs Associated Needs Connected
Ambition, Power,
with Inanimate with Human
Accomplishment,
Objects Power
and Prestige
Acquisition Superiority Dominance
Conservancy Achievement Deference
Order Recognition Similance
Retention Exhibition Autonomy
Construction Infavoidance Contrariance

Chapter Four Slide 10

 Murrays List of Psychogenic Needs (continued)
Needs Concerned Needs Concerned
Sado-Masochistic
Needs
with Affection with Social
between People Intercourse
Affiliation
Aggression Cognizance
Rejection
Nurturance
Succorance
Abasement Exposition
Play

Murray believed that everyone has the same basic set of needs but that
individuals differ in their priority of those needs. His needs include many that are
important when studying consumer behavior, including acquisition, achievement,
recognition, and exhibition.
Chapter Four Slide 11
 Maslows Hierarchy of Needs

The hierarchy
presents five basic
levels of human
needs which rank in
order of importance
from lower-level
needs to higher-level
needs. The theory
says that consumers
will fill lower-level
needs before the
higher-level needs
(e.g. they will eat
before they enroll in
a Masters program).

Chapter Four Slide 12

 To Which of Maslows
Needs Does This Ad Appeal?

Both Physiological and

Social Needs

Chapter Four Slide 13

 To Which of Maslows
Needs Does This Ad Appeal?

The figure shows an ad for

luxury apartment building based
on persons egoistic needs
(status and prestige)

Egoistic Needs

Chapter Four Slide 14

 To Which of Maslows
Needs Does This Ad Appeal?

The figure shows an ad for athletic

shoes based on self-actualization
appeal (achievement) (note that
the shoes themselves are not
featured in the ad).

Self-Actualization need

Chapter Four Slide 15

 A Trio of Needs

Power
individuals desire to control other people and objects.
it is tied to a type of ego needs.
Affiliation
it is similar to Maslows social need and suggests that
behavior is influenced by the desire for social ties (e.g.
need for friendship, acceptance, and belonging)
Achievement
need for personal accomplishment
closely related to self-actualization needs
Chapter Four Slide 16
 To Which of the Trio
of Needs Does This Ad Appeal?

The Affiliation Needs Of Young,

Environmentally Concerned Adults

Chapter Four Slide 17

 To Which of the Trio
of Needs Does This Ad Appeal?

Power and Achievement needs

Chapter Four Slide 18

Motives

Chapter Four Slide 19

 Rational versus Emotional Motives

Rational motives imply that consumers

select a brand based on totally objective
criteria, such as size, weight, price, or
miles per gallon
Emotional motives imply the selection of
a brand according to personal or
subjective criteria, such as color,
affection, or prestige.
Chapter Four Slide 20
 Motivational Research

Much of the research done in consumer

behavior is based on motivational research.
Motivational research is Based on premise
that consumers are not always aware of their
motives
The understanding of consumers motives can
help marketers make better products,
communicate more clearly, and deliver
benefits to the consumer.
Chapter Four Slide 21
Measurement of Motives

Researchers rely on a combination of

techniques to measure motives
Qualitative research is widely used to
uncover consumer motives.
Many qualitative methods (termed
projective techniques) are often very
successful in identifying motives
because the consumer must project
their subconscious or hidden motives
onto another stimulus.
Chapter Four Slide 22
 Qualitative Measures of Motives
Uses pictures as a stimulus for the consumer to
express their thoughts, feelings, and beliefs
METAPHOR regarding a product or brand
ANALYSIS DuPont used this method to study womens
emotions regarding pantyhose.

This method consists of having customers

tell real-life stories regarding their use of
STORYTELLING the product under study.
Kimberly-Clark used this method to develop
pull-ups.

WORD ASSOCIATION In this method, respondents are presented with

AND SENTENCE words, one at a time, and asked to say the first
COMPLETION word that comes to mind, or complete sentences.

Chapter Four Slide 23

Goals

Chapter Four Slide 24

 Generic and product- specific goals

Goals are the sought-after results of

motivated behavior:
Generic goals are general categories of goals
that consumers see as a way to fulfill their
needs (e.g. I want to buy a pair of shoes)
Product-specific goals are specifically branded
products or services that consumers select as
their goals (e.g. I want to buy a pair of Nike
shoes)
Copyright 2010 Pearson Education, Inc. Chapter Four Slide 25
 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
Chapter Four Slide 26
 positive and negative goals

Positive Negative

positive goal toward an negative goal toward an

object which behavior is
directed (approach object)
e.g. joining a gym to get
strong and train for an
upcoming race
object from which behavior
is directed away
(avoidance object)
e.g. join the gym to avoid
health problems that will
certainly exist if they do
not exercise regularly

Approach-oriented consumers and avoidance-oriented

consumers are likely to respond differently to promotional
appeals.
Chapter Four Slide 27
 Substitute Goals

Are used when a consumer cannot attain a specific goal

he/she anticipates will satisfy a need due to a lack of money,
ability, desire, or accessibility.
The consumers substitute goal is a different goal he expects
will reduce his tension created from existence of need.
Substitute goals may actually replace the primary goal over
time For instance, if a consumer wanted a certain cable
television service, but it was not available in their area, they
might choose a satellite television provider. Over time, they
may be very satisfied with this choice and feel that they
actually prefer the satellite service over the cable television
service.
Chapter Four Slide 28
 Frustration

Failure to achieve a goal may result in

frustration.
Some adapt by overcoming the
obstacles or setting substitute goals;
others adopt defense mechanisms to
protect their ego form feeling of
inadequacy.

Chapter Four Slide 29

 Defense Mechanisms- Table 4.2 (excerpt)
Mechanisms Items
Aggression In response to frustration, individuals may resort to aggressive behavior
in attempting to protect their self-esteem. The tennis pro
who slams his tennis racket to the ground when disappointed with
his game or the baseball player who physically intimidates an umpire
are examples of such conduct. So are consumer boycotts of companies or
stores.
Rationalization People sometimes resolve frustration by inventing plausible reasons
for being unable to attain their goals (e.g., not having enough
time to practice) or deciding that the goal is not really worth pursuing
(e.g., how important is it to achieve a high bowling score?).
Regression An individual may react to a frustrating situation with childish or
immature behavior. A shopper attending a bargain sale, for example,
may fight over merchandise and even rip a garment that another
shopper will not relinquish rather than allow the other
person to have it.
Withdrawal Frustration may be resolved by simply withdrawing from the situation.
For instance, a person who has difficulty achieving officer
status in an organization may decide he can use his time more
constructively in other activities and simply quit that organization.
Chapter Four Slide 30
Dynamics of
motivation

Chapter Four Slide 31

 The Dynamics of Motivation

Needs are never fully satisfied because

humans constantly have needs. Hunger is
a good example of a need that is often
reappears.
New needs emerge as old needs are
satisfied (hierarchy of needs as in
Maslows needs)

Chapter Four Slide 32