Chapte R Four: Consumer Motivation

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.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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.
Chapter Four
Model of the Motivation

Process
Figure 4.2
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
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
Chapter Four
How Does this Ad Appeal to

Ones Goals?
Chapter Four
It Appeals to Several Physical

Appearance-related goals.
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?
10
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
11
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?
Chapter Four
12
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
Chapter Four
13
Discussion Questions
What products
might be
purchased using
rational and
emotional
motives?
Chapter Four
14
Dynamics of Motivation
15
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
Chapter Four
16
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
Chapter Four
17
Frustration
Failure to achieve a goal may
result in frustration.
Some adapt; others adopt defense
mechanisms to protect their ego.
Chapter Four
18
Defense Mechanisms- Table 4.2

(excerpt)
Construct 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
for his call are examples of such conduct. So are consumer
boycotts of companies or stores.
Rationalizat
ion
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,
Chapter Four
may fight over merchandise and even rip a garment
that19
Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
Chapter Four
20
How Does This Ad

Arouse Ones Needs?
Chapter Four
21
The Ad Is Designed to Arouse

Ones Yearning for an Adventurous
Vacation by Appealing to the
Sense of Touch
Chapter Four
22
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
Chapter Four
23
Types and Systems of

Needs
24
Types and Systems of

Needs
Abraham Maslows hierarchy of
needs
A trio of needs
Chapter Four
25
Maslows Hierarchy of
Needs
Figure 4.10
Chapter Four
26
To Which of Maslows
Needs Does This Ad
Appeal?
Chapter Four
27
Both Physiological and

Social Needs
Chapter Four
28
To Which of Maslows
Needs Does This Ad
Appeal?
Chapter Four
29
Egoistic Needs
Chapter Four
30
To Which of Maslows
Needs Does This Ad
Appeal?
Chapter Four
31
Self-Actualization
Chapter Four
32
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.
Copyright 2010 Pearson Education,
Inc. publishing as Prentice Hall
Chapter Four
33

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.
Chapter Four
34

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.
Chapter Four
35

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

Chapter Four
36

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.
Chapter Four
37
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
Chapter Four
38
To Which of the Trio

of Needs Does This Ad
Appeal?
Chapter Four
39
The Affiliation Needs Of

Young, Environmentally
Concerned Adults
Chapter Four
40
To Which of the Trio

of Needs Does This Ad
Appeal?
Chapter Four
41
Affiliation Need
Chapter Four
42
Power And Achievement

Needs
Chapter Four
43
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
44
Most Preferred Slogans
45
Measurement of Motives
Researchers rely on a
combination of
techniques
Qualitative research is
widely used
Projective techniques
are often very
successful in
identifying motives.
Chapter Four
46
Qualitative Measures of
Motives
Table 4.7 (excerpt)
Chapter Four
47
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
Chapter Four
48
P&G with Consumer

Products
What does P&G do to understand
consumers needs and wants?
How does P&G connect with their
consumers?
49
Activision
Overview of Activision
What is the role of research in
Activision?
What research methods are used to
understand consumers needs and
wants?
50
All rights reserved. No part of this publication may be

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
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CHAPTE

Basics about Human

Model of the Motivation

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

How Does this Ad Appeal to

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

It Appeals to Several Physical

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Holiday Travel Plan

The Selection of Goals

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Rational versus Emotional

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

The Dynamics of Motivation

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Defense Mechanisms- Table 4.2

In response to frustration, individuals may resort to

People sometimes resolve frustration by inventing plausible

An individual may react to a frustrating situation with

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

How Does This Ad

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

The Ad Is Designed to Arouse

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Philosophies Concerned with

Types and Systems of

Types and Systems of

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Both Physiological and

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Focus Group Discussion

Focus Group Discussion

Focus Group Discussion

Focus Group Discussion

Copyright 2010 Pearson Education,

Focus Group Discussion

To Which of the Trio

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

The Affiliation Needs Of

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

To Which of the Trio

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Power And Achievement

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Needs and Military

This is the Army

Most Preferred Slogans

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

P&G with Consumer

All rights reserved. No part of this publication may be

Copyright 2010 Pearson Education, Inc.