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Published by Chintan Mehta

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Published by: Chintan Mehta on Feb 16, 2011
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Consumer Motivation

Introduction Needs vs. Modern Marketing or Marketing Concept .

.Motivation as a Psychological force Motivation is the driving force within individuals that impels them to action.

Model of Motivation Process .

Acquired needs/ secondary needs/ psychogenic needs e.g. Basic needs 2.Need 1. Looking at comforts .g. Innate needs/ primary needs/ biogenic needs e.

Goals ‡ All behavior is goal oriented behavior. product specific goals. Generic vs. The selection of Goals  Personal experiences  Physical capacity  Prevailing cultural norms & values  Goals accessibility in the physical and social environment  An individuals characteristics . e.g.

nether exists without the other.Interdependence of Needs and Goals ‡ Needs and goals are interdependent. . ‡ Individuals are more aware of their physiological needs than are of their psychological needs.

Research on Goal Orientation  Persons with promotion focus  Persons with prevention focus  Ideals  Oughts Extrinsic benefits Intrinsic benefits .

price etc. weight. Emotional motives ± Rational (e.. desires) ± A negative goal avoidance object (fears or aversions) ‡ Rational vs. status etc. Pride.g..g. wants.Positive and negative motivation ‡ Motivation can be positive/negative ± A positive goal approach object (needs. fear.) ± Emotional (e.) . affection. Product size.

Level of aspiration (may be high / low) . . hunger.g. friends.  New needs emerge as old needs are satisfied e.The Dynamics of Motivation  Motivation is a highly dynamic construct in response to ‡ Physical condition ‡ Environment ‡ Interactions with others ‡ Experiences etc. power etc.  Needs are never fully satisfied e.g. lower order need to higher order need  Success and failure influence goals .

‡ Substitute goals ‡ Frustration (failure to achieve a goal) ‡ Defense mechanism ± Aggression ± Rationalization ± Regression ± Withdrawal ± Projection ± Daydreaming / fantasizing ± Identification ± Repression or suppression ± Sublimation .

g. smell of bakery food etc.‡ Multiplicity of needs and variation of goals e. advertisements Environment or situational arousal e.g.g.g. buying cloths for protection ‡ Arousal of motives ± ± ± ± Physiological arousal e. . hunger needs Emotional arousal e. frustration causes daydreaming Cognitive arousal e.g.

Types and systems of needs .

Segmentation and promotional applications .

ego needs  Affiliation e.g.g.A trio of needs  Power e. self confident . groups  Achievement e.g.

The Measurement of Motives Observations Self reports Projective test / collage research Likert scales .

and emotions concerning product. Qualitative research techniques Metaphor analysis Story telling Word association and sentence completion Thematic apperception test Drawing pictures and photo sorts . underlying feelings. service or brand etc. attitudes.The Development and Evaluation of Motivational Research ‡ Qualitative Research e.g.

psychologically drained and to experience negative emotions. Aggressive Advertisements Advertisements against to society s interests Contributions to Dysfunctional consumption behavior Too many consumption choices make consumers to be confused .Ethics and consumer motivation ‡ ‡ ‡ ‡ ‡ Marketers sometimes target vulnerable consumers. . unsatisfied. less happy.

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