Motivation

• Motivation is the reason for behavior.

• A motive is a construct representing an

unobservable inner force that stimulates
and compels a behavioral response and
provides specific direction to that response
 The Nature of Motivation
Two useful motivation theories:
1. Maslow’s Hierarchy of Needs
• A macro theory designed to account for most human
behavior in general terms.

2. McGuire’s Psychological Motives

• A fairly detailed set of motives used to account for
specific aspects of consumer behavior.
Classification of Needs

Psychological Motives
Cognitive Affective
Preservation Growth

Active Passive
Internal State External Relationship

Cognitive Preservation Motives

Cognitive Growth Motives
Affective Preservation Motives
Affective Growth Motives
 Psychological Motives

• Cognitive – Sense of Meaning

• Affective – Satisfying Feelings
• Preservation – Maintain Equilibrium
• Growth – Emphasize Development

Behaviour is Actively initiated or Passive

Behaviour is achieving new Internal State or new
external relationship to environment
Motives
 Cognitive Preservation Motives

– Need for Consistency (active, internal)

Cognitive Dissonance Testimonials
– Need for Attribution (active, external)
Attribution Theory Experts/country of origin
– Need to Categorize (passive, internal)
Category encounter Pricing Rs. 990/- /Range
– Need for Objectification (passive, external)
Symbolic Reflection Branded Wears
 Cognitive Growth Motives
– Need for Autonomy (active, internal)
Product Ownership Uniqueness
– Need for Stimulation (active, external)
Variety Seeking Want Change
– Teleological Need (passive, internal)
Pattern Matching Desired End State
– Utilitarian Need (passive, external)
Problem Solving Learning Opportunity
 Affective Preservation Motives

– Need for Tension Reduction (active, internal)

Stress Reduction Tension Relief
– Need for Expression (active, external)
Who am I ? Identity to others
– Need to Ego Defense (passive, internal)
Identity Protection Security of Brands
– Need for Reinforcement (passive, external)
Operant Learning Past Rewarded Behaviour
 Affective Growth Motives

– Need for Assertion (active, internal)

Admiration Seekers Power/ Success
– Need for Affiliation (active, external)
Altruism Relationship with others
– Need to Identification (passive, internal)
Role Adaptation Role play
– Need for Modeling (passive, external)
Imitation Reference Groups
 Motives

• Functional
• Symbolic
• Hedonic

• Buying a Mobile Phone

Motivation Theory and Marketing Strategy

Hedonic Shopping Motives

1. Entertainment
2. Spending time with a friend while shopping
3. Relive Stress
4. Seeking Innovative products- fashion
5. Discounts, Special Sales
Motivation Theory and Marketing Strategy

Hedonic Shopping Motives

1. Adventure Shopping
2. Social Shopping
3. Gratification Shopping
4. Idea Shopping
5. Value Shopping
 Motivation Conflicts

• To buy Washing Machine first or Television

• Changing from Prepaid to Postpaid mobile

Service

• Running a Car without repair

 Motivation Theory and Marketing Strategy

Marketing Strategies Based on Motivation Conflict

Three types of motivational conflict:

1. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives
2. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative consequences
3. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes
 Emotion

Emotion is the identifiable specific feeling, and affect is

the liking/disliking aspect of the specific feeling.
Emotions are strong, relatively uncontrolled feelings that
affect behavior.
They are strongly linked to needs, motivation, and
personality.
Unmet needs create motivation which is related to
the arousal component of emotion.
Personality also plays a role, e.g., some people are
more emotional than others, a consumer trait referred
to as affect intensity.
 Emotion
Nature of Emotions

Source: Adapted with permission from M. B. Holbrook and R. Batra, “Assessing the Role of Emotions on Consumer Response to Advertising,” Journal of Consumer Research,
December 1987, pp. 404-20. Copyright © 1987 by the University of Chicago.
 Emotion
Dimensions of Emotion

 Pleasure

 Arousal

 Dominance

 Pleasant - sad

 Excitement- boredom

 Aggression - Fear
 Emotions and Marketing Strategy

 Emotion Arousal as a Product Benefit

• Consumers actively seek products whose primary or
secondary benefit is emotion arousal.
 Emotion Reduction as a Product Benefit
• Marketers design or position many products to prevent
or reduce the arousal of unpleasant emotions.