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CONSUMER

MOTIVATION

PRESENTED BY
ABHIDEEP HAZARI
CONSUMER MOTIVATION
• Motivation is the driving force within
individuals that impels them to action.
• Motive for action
• Inner power and energy
• Can be applied to every action and goal
• Encourages action or feelings
Consumer
Motivation
NEEDS
• Needs are the essence of the marketing
concept. Marketers do not create needs but
can make consumers aware of needs.

• Needs are never fully satisfied, moreover, new


needs emerge as old needs are satisfied.
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
Model of the Motivation Process
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
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
Defense • Methods by which
Mechanism people mentally
redefine frustrating
Aggression situations to protect
Rationalization
their self-images and
Regression
Withdrawal their self-esteem
Projection
Autism
Identification
Repression
What type of
defense
mechanism is
this
spokesperson
using in this
ad?
Arousal of Motives
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
Maslow’s Hierarchy of Needs
This ad reflects
a need for
accomplishment
with a
toothpaste.
A Trio of Needs
• Power
– individual’s 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’ sub- conscious 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

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