CHAPTER 4

CONSUMER MOTIVATION

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INTRODUCTION

Human needs or consumer needs are the basis of all modern

marketing - identifying and satisfying unfulfilled consumer
needs better and faster than the competitors.
But the philosophy of Charles Revson ,the builder of Revlon was
to understand the insightfulness of consumer needs. He
defined the nail polish as a fashion accessory not merely a nail
covering. Not to wait for a bottle to finish but to buy so many .
Revson understood that he was not selling the physical product
but class and glamour.He summed up his philosophy, saying
“In the factory we make cosmetics, in the store we sell hope”
-Scorpio – Power,

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MOTIVATION AS A PSYCHOLOGICAL FORCE

Motivation is the driving force within individuals that impels them 2

action. Unfulfilled need > State of Tensi > Motivation(DF) > Action
NEEDS
Innate needs (Primary) are Physiological i.e., biogenic Eg: food,
water,air,clothing,shelter,and sex.
Acquired needs (Secondary) are psychogenic needs that we learn in
response to our culture or environment.i,e., Eg : needs for self
esteem, prestige, affection ,power.
From the view point of application to practical context, needs also
can be classified intrinsic or extrinsic . A car is bought for the
personal comfort (intrinsic) and for status (extrinsic)

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NEEDS

Needs can have a Positive or Negative direction. Need is driving

force towards some object (positive) and is also a force
driving away (negative) from some object.

GOALS
Goals are the sought after results of motivated behaviour.
Goals are of generic type and product specific and can be
positive and negative
Positive goal is one towards which behaviour is directed to as an
approach object and negative is directed away and avoidance
object.

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RATIONAL VERSUS EMOTIONAL MOTIVES

Motives are distinguished between rational and emotional.

In the ordinary meaning rational means after considering all

alternatives choosing one which gives greatest utility. In the
marketing context, this term implies selection of goals
totally on objective criteria i.e. size,weight,miles per litre.

Emotional motive implies selection of goals according to

personal or subjective criteria i.e. pride, fear, affection, status

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THE DYNAMICS OF MOTIVATION

Motivation is a highly dynamic construct that is constantly

changing in reaction to life experiences.

Needs and Goals change and grow in response to an individual’s

physical condition, environment, interactions with others, and
experiences. As individuals attain their goals they develop
new ones. If a goal is not attained they may strive for the old
one or go for substitute one.

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THE DYNAMICS OF MOTIVATION

Substitute Goals – When an individual can not attain a specific

goal may go for a substitute which may not be as satisfactory
as primary goal.

Frustration – Failure to achieve a goal often results in feelings

for frustration.

Defence Mechanism – People who can not cope with frustration

often mentally redefine their frustrating situations in order to
protect their self image and self esteem.

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THE DYNAMICS OF MOTIVATION

Multiplicity of needs and variation of goals – A consumer

behaviour often fulfills more than one need. A specific goal
selected may fulfill several needs. Clothing not only satisfy
the protection need but also fulfills personal and social needs
such as acceptance or ego needs.

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TYPES AND SYSTEMS OF NEEDS

For many years psychologist and others have attempted to

develop an exhaustive lists and agreed in physiological
needs and disagreed with respect to psychological needs.

Henry Murray (1938) prepared a list and said that every one has
same basic needs(28) but individual differ in priority ranking.
Dr.Abraham Maslow, a clinical psychologist, formulated a
widely accepted theory of human motivation based on the
notion of a universal hierarchy of human needs. Five basic
needs are ranked in order from lower level needs (biogenic)
to higher level Psychogenic needs.

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AN EVALUATION OF THE NEED HIERARCHY AND ITS
MARKETING APPLICATIONS

The major problem with this theory is that it can not be tested
empirically, that is you can not precisely measure the level of
satisfaction of a need before next need becomes operative.
However, it help marketers to develop appropriate advertising
appeals and facilitates product positioning.
Segmentation and Promotional Applications -
Health food / medicine - Physiological
Insurance / home security – Security
Personal care /grooming – Social
Hi Tech / Luxury goods – Ego
High degrees/Hobby related/Adventure – self

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THE MEASUREMENT OF MOTIVES

How are motives identified ? How are they measured ? Which

motive is behind this behaviour ? These are difficult
questions for which researchers rely on a combination of
research techniques.

Many qualitative research methods often called as projective

techniques used require respondents to interpret stimuli that
do not have clear meanings with the assumption that the
subject will reveal or project their subconscious, hidden
motives.

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THE MEASUREMENT OF MOTIVES

Motivational Research : The term motivational research ,which

should logically include all types of research in human motives,
has become a “term of art". It was first used by Dr.Earnst
Dichter ,a clinical psychonologist who migrated to USA from
Vienna in 1930 and instead of opting for clinical practice he
sought a position with a major New York advertising
company .The scenario entirely changed then onwards from a
focus of What consumers did (quantitative) to Why
consumers did.(qualitative) The marketers were also highly
fascinated about this new trend.
He is also credited with originating the Exxon slogan “ put a tiger
in your tank” along with the ad man Frederick D(sandy)Sulcer.

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EVALUATION OF MOTIVATIONAL RESEARCH

Today motivational research with its broadened qualitative

orientation has well established to become a every day
consumer research. It uses qualitative research methods like
focus group sessions, depth interviews, questioning and
probing to gain deeper insights.
Since motivational research often reveals unsuspected
consumer motivations concerning product or brand ,one of
its strategic use today is to develop new ideas for
promotional campaigns at penetrating consumer’s conscious
awareness by appealing to unrecognized needs

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 CULTURE AND NEED STATES

In a dynamic environment, the consumer has two mental states-

a desired state and actual state. At one extreme are
consumers ,(called actual state types)for whom need
recognition is triggered by changes in the actual state.
Consumers at the other extreme (called desired state
type)need recognition is produced by the changes in the
desire.
For Eg : Actual state types tend to recognize need for clothing
only when their clothing does not perform satisfactorily.
Desired state types, on the other hand, will frequently
experience need recognition as a result of their desires for
something new.
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