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Buyer Behaviour
Chapter 3 – Consumer Motivation & Personality
Part 1
 FCES Students’ Council Buyer Behavior chapter 3

‫ و عن التكنولوجي و ازاي بتأثر على‬STP ‫ و عن ال‬buyer behaviour ‫ اتكلمنا عن مفهوم ال‬2 ‫ و‬1 ‫في شابتر‬
personality ‫ و مفروض‬motivations ‫ الشابتر دة هنتكلم عن العوامل التحفيزية اللي هي‬.. ‫المسوقين بشكل عام‬
‫ يال بيناا‬.. ‫تكون معانا بس لسة متشرحتش ف مش هتتشرح هنا و هنعرفها بعد الميد ان شاء الله‬

Chapter Outline:
1) Introduction
2) The dynamics of motivation
3) The motivation processes
4) Maslow’s Hierarchy of Needs
5) Personality
6) Personality & consumer behavior

Introduction:
• Motivation is the driving force that impels people to act. It represents the reasons one
has for acting or behaving in a particular way.
‫ هو السبب اللي الشخص بيتصرف او بيعمل فعل‬. ‫التحفيز هو العامل اللي بيزقني لقدام ف اني احقق او اعمل حاجة‬
. ‫معين على اساسو‬
• Needs are circumstances or things that are wanted or required, and they direct
motivational forces.
‫ اننا بنكون محتاجين حاجة معينة ف على اساسها ببتدي اشوف ايه‬, ‫ هي المشاكل اللي بتقابلنا ك اشخاص‬needs ‫ال‬
. ‫ دي‬need ‫عوامل التحفيز اني اخد خطوة تجاه ال‬
• Goals are the sought-after results of motivated behavior, and all human behavior is
goal oriented
‫ يعني ايه؟ يعني يعني هدف تحقيق حاجة معينة هو اللي‬motivations ‫ هي ال حاجة االساسية لل‬goals ‫ال‬
. ‫ يعني الهدف من اني اعمل حاجة هو كذا كدة يعني‬, ‫بيحدد هعملها وال ال‬
• Personality consists of the inner psychological characteristics that both determine and
reflect how we think and act.
‫ داخلية اللي من خاللها بحدد ازاي الشخص دة هيتصرف تجاه‬psychological ‫الشخصية هي عبارة عن صفات‬
. ‫منتج معين و هيفكر فيه ازاي‬

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 FCES Students’ Council Buyer Behavior chapter 3

• Brand personification occurs when consumers attribute human traits or characteristics

to a brand. E.g., Mr clean
ً
‫ دة هو اصال منتج تنظيف بس ربطوه‬Mr. Clean ‫ زي‬, ‫هنا بقى لما اثبت صورتي في دماغ العمالء بشكل بني ادمين‬
.‫ب شخصية عشان يثبت ف دماغنا‬
• Anthropomorphism refers to attributing human characteristics to something that is
not human.
ً
ْ ‫مثال اقول ان البيت دة وفي و‬
‫حنين‬ ‫ يعني‬..‫ هي اني ادي صفة انسانية لجماد‬,‫اسمها صعب انا عارفة بس خير خير‬
ً
. ‫ الصفات دي صفات انسانية بس انا اطلقتها على جماد‬,‫مثال‬

The Dynamics of Motivation:

Motivation is a driving force produced by a state of tension, which exists as the result of an
unfilled need.
. unfilled need , ‫التحفيز اني اتشجع اعمل حاجة معينة في سبيل اني اشبع احتياج مش مملي‬
Individuals strive both consciously and subconsciously to reduce this tension through
selecting goals and subsequent behavior that they anticipate will fulfill their needs and thus
relieve them of the tension they feel.
ً
‫ و‬goals ‫ دة من خالل انهم يحددو ال‬tension ‫هنا بيقول ان الناس بتحاول عمدا او بدون قصد انهم يقللو ال‬
. ‫ دي‬needs ‫يحددو السلوك اللي هيتعاملو بيه تجاه كل فعل هيعملوه هيشبع ال‬
Personality characteristics guide the goals that people set and the courses of action they
take to attain these goals
‫كل شخصية و كل صفات اي حد هي اللي بتحدد ايه نوع االهداف اللي هيحطها قدام عينو و بتحدد الطرق اللي‬
. ‫هتتعمل عشان االهداف دي تتحقق‬
Marketers don’t create needs; they strive to make consumers more aware of unfelt needs.
ً
. ‫فعال و مش واخدين بالنا منها‬ ‫ بس بيخلونا نركز اكتر عاالحتياجات اللي جوانا‬needs ‫المسوقين مش بيخلقو ال‬
Savvy companies define their business in terms of consumer needs they satisfy rather than
the products they produce and sell.
‫ بتوعو‬consumers ‫الشركات الصح اللي بتعمل منتج يسداحتياج ال‬
In contrast, companies that define themselves in terms of the product they make may
suffer or even go out of business when their products are replaced by other competitor
products that better satisfy consumers’ needs.
‫ ف بيواجهو مشكلة و ممكن يطلعو‬.. ‫ مابيهتموش باالحتياجات بتاعت الناس‬,‫ في شركات بتنتج بس‬,‫على العكس بقى‬
. ‫ لو المنتج بتاعهم مسدش احتياج الناس و سد احتياجهم حاجة المنافسين‬business ‫برا ال‬

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 FCES Students’ Council Buyer Behavior chapter 3

There are two types of Human needs:

A. Physiological needs are primary needs; fulfilling them sustains biological existence. (i.e.,
food, water, air)
‫ احتياجات عايزاها لمجرد اني لسه عايشة و‬,‫ اللي هي مش محتاجة نقاش‬physiological needs ‫اول حاجة هي ال‬
. ‫ احتياجات اساسية يعني‬,‫بتنفس‬
B. Psychological needs are learned from our parents, social environment, interaction with
others. e.g., affection, learning, achievement, ...
ً
,‫ حاجة محتاج احققها كل الحجات الفرعية دي‬, ‫ بتبقى حاجة شوفتها ف عايزها‬, ‫ بتتعلم‬, ‫دي بقا حاجة بتتورث مثال‬
. ‫بتبقى مبنية عالشخصية‬
Both types of needs affect our buying decision.
. ‫النوعين بيأثرو على قرار الشراء بتاعي‬
E.g., all individuals need shelter, however, the kind of home they buy is a result of
psychological learned need.
‫ لكن شكل و ديكور البيت و كل دة ف هو‬, physiological ‫ الناس كلها محتاجة بيت دة احتياج‬,‫مثال على دة‬
. psychological ‫احتياج‬
Goals are the sought-after results of motivated behavior, and all human behavior is goal
oriented.
‫ بتحركو‬goals ‫زي ما قولنا فوق كل بني ادم بيكون عندو‬
There are two types of goals:
A. Generic goals are outcomes that consumers seek in order to satisfy physiological and
psychological needs.
ً
. ‫ مش حاجة معينة‬general ‫ حاجة جاية من اسمها‬,‫مثال جعان ف هاكل اي حاجة تسد جوعي‬ ‫يعني هدف اني‬
B. Product-specific goals are outcomes that consumers seek by using a given product or
service.
ً
‫ يعني مثال انا جعان بس عايز اكل ماك ف انا كدة محددة ان مفيش حاجة‬specific ‫ هنا‬,‫هنا بقا عكس اللي فوق‬
. ‫هتسد االحتياج دة غير منتج معين‬

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 FCES Students’ Council Buyer Behavior chapter 3

The Motivation Process:

Marketers try to understand the motivations for social media use because consumers are
spending time on social media and they listen to other consumers.
‫ عشان دي اكتر حاجة الناس بتقضي فيها وقتها و بتسمع‬social media ‫ بيبتدو انهم يركزو على ال‬marketers ‫ال‬
word of mouth ‫ألراء الناس و كدة اللي هو‬
Motivations: Technology Use
Motivations of Bloggers
1) Self-expression
2) Documenting one’s life (i.e.,
keeping a diary)
3) Identifying other influential
bloggers

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 FCES Students’ Council Buyer Behavior chapter 3

Need Arousal and Selecting Goals:

Needs can be aroused by internal stimuli found in the individual’s physiological condition,
emotional or cognitive processes, or stimuli in the outside environment.
‫ سواء بقا خارجية من ال‬psychological condition ‫االحتياجات دي بتبقى المحفزات اللي موجودة فال‬
. ‫ و هكذا اللي بتشجعني او بتعرفني اني محتاج حاجة معينة‬inner ‫ او حجات‬environment
Many promotional messages are cues designed to arouse consumer needs. Creative
marketing messages arouse needs by stimulating a psychological desire or imbalance in
consumers’ minds. The goal then becomes to act on the desire, and reduce the felt
imbalance by buying products.
ً
‫هنا بيقول ان مؤخرا بقت رسايل المسوقين فاالعالنات انهم يركزو اووي على انك محتاج المنتج دة عشان هيسد‬
. ‫ للمنتج و لمميزاتو و كدة‬advertise ‫عندك احتياج مش عشان يعملو‬
The motivation to select goals can be either positive or negative. We may feel a driving
force toward some object or condition or a driving force away from some object or
condition. Positive outcomes that we seek are called approach objects; negative outcomes
that we want to prevent are called avoidance objects.
‫ طب يعني ايه؟ يعني‬negative ‫ او‬positive ‫ ممكن تكون حاجة ماالتنين‬goals ‫ في تحديد ال‬motivation ‫ال‬
‫ ف دي حاجة وحشة مش كويسة ف عايز‬negative ‫ انما ال‬, ‫ ان الحاجة دي كويسة ف انا عايزة احققها‬positive
. goal ‫ابعد عنها دة بردو يعتبر‬
Ex: A person may be encouraged to start exercising in order to avoid health problems (-ve
outcome), or in order to look more attractive and dynamic (+ve outcome)

Needs and Goals:

Needs and goals are interdependent; neither exists without the other. However, people are
often not as aware of their needs as they are of their goals.
‫ بس فاألغلب الناس بتكون‬, ‫ هما معتمدين على بعض مستحيل حاجة تحصل من غير التانيه‬goals ‫ وال‬needs ‫ال‬
. ‫عارفها اهدافها اكتر ما هي عارفة االحتياجات بتاعتها‬
Needs are never fully satisfied; as individuals attain their goals, they develop new ones. If
they do not attain their goals, they continue to strive for old goals or they develop
substitute goals.
‫ او بفضل فالهدف‬, ‫ كل ما هدف يتحقق بحط هدف تاني‬, get fully satisfied ‫االحتياجات عمرها ما كانت بت‬
. substitute goals ‫االوالني و بسعى اني احققو او بحطلو احتياطات‬

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 FCES Students’ Council Buyer Behavior chapter 3

New needs emerge as old ones are satisfied; Some motivational theorists believe that a
hierarchy of needs exists and that new, higher-order needs emerge as lower-order needs
are fulfilled.
‫ و تقسيمتهم و ترتيبهم و كدة‬needs ‫ عن ال‬hierarchy ‫ في‬, ‫ بيظر احتياج من بعديه‬,‫االحتياج لما بيتسد خالص‬
. ‫هنشوفو كمان شوية‬
Success and failure influence goals:
Individuals who achieve their goals usually set new and higher goals for themselves.
ً
‫الناس اللي بتحقق االهداف بتاعتها عادة بتحط اهداف تانيه و طموحات اعلى‬
Conversely, those who do not reach their goals sometimes lower their aspirations.
. ‫ اللي مش بيحقق اهدافو بيحط معايير اقل لنفسو بعد كدة‬,‫على العكس‬

Frustration and Defense Mechanisms:

 Frustration is the feeling that results from failure to achieve a goal.

‫احساس الغضب او الغيظ اني مفروض احقق او اعمل حاجة و معملتهاش‬

 Defense mechanisms are cognitive and behavioral ways to handle frustration.

. ‫هنا بستخدم اسلوب الدفاع بس عشان اتجنب احساس الفشل اللي بحسو من اني محققتش الهدف دة‬

Maslow’s Hierarchy of Needs:

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 FCES Students’ Council Buyer Behavior chapter 3

i. Physiological needs: (primary needs which are required to sustain biological life,
including food, water, air) are the first and most basic level of human needs.

. ‫زي ما قولنا فوق هي االحتياجات االساسية زي المآيه والهوا‬

ii. Safety and security needs: (physical safety, order, stability, routine, familiarity, and
control over one’s life and environment) become the driving force behind an
individual’s behavior.

. ‫اني بتعامل على اساس االحساس باالمان لما اعمل كدة او خوف من حاجة معينة‬
iii. Social needs: such as love, affection, belonging, and acceptance.

. ‫ و كل دة‬acceptance ‫ وال‬love ‫ زي ال‬,‫االحتياجات الدنيوية بس غير االساسية اللي فوق‬

iv. Egoistic needs: (inwardly directed: needs for self-acceptance, self-esteem, success,
independence, and personal satisfaction; outwardly directed: needs for prestige,
reputation, status, and recognition from others) become operative.

. ‫ و للسمعة الكويسة و كل دة‬prestige ‫ عندي‬, ‫ ل اني اكون واثق ف نفسي‬,‫هنا بقا االحتياج لتقبل النفس‬
v. Self-actualization need: refers to an individual’s desire to fulfill his or her potential—
to become everything that he or she is capable of becoming.

‫ زي اني احقق كل االهداف‬,‫اخر حاجة دي بقا اني بحتاج حاجات مش اساسية بس في نفس الوقت انا محتاجها يعني‬
ً
. ‫مثال‬ ‫اللي عايزة احققها كدة‬

End of Chapter 3 Part 1

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