2/15/2022

The Motivation Process

Consumer Motivation and
Personality

Motivation Needs and Goals

• Innate Needs
The driving force within individuals that impels them to act.
– Physiological (or biogenic) needs that are considered
primary needs or motives (water, food, air, shelter…)

• Acquired Needs
– Learned in response to our culture or environment. Are
generally psychological and considered secondary
needs

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Which type of Need? Need Arousal

• Physiological arousal
– Biological
• Cognitive arousal
– Mental processing

Do we always have needs?

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Goals One more example.

• The sought-after results of motivated behavior • I want to loose weight.

• 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 • I would drink green tea regularly.
services that consumers select as their goals.

• I want a job Vs. I want to be a data analyst at ABC

Chatbox How do you select a goal?

• Name one generic goal and one product-specific goal you

have set in the past year?

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Selecting Goals Chatbox

• Examples of approach and avoidance goals

• Factors
– personal experiences and knowledge
– physical capacity
– cultural norms and values
– goal accessibility
• Approach objects
• Avoidance objects

Motivations and Goals The Dynamic Nature of Motivation

Positive Negative • Needs are never fully satisfied

• New needs emerge as old needs are satisfied
• Motivation • Motivation
A driving force A driving force • People who achieve their goals set new and higher goals
toward some away from some
object or condition for themselves
object or condition

• Approach Goal • Avoidance Goal

A positive goal A negative goal
toward which from which
behavior is behavior is
directed directed away

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Why do you do shopping? 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

Cannot Attain Goals? Frustration

• Failure to achieve a goal may result in frustration.

• Some adapt; others adopt defense mechanisms to protect
their ego.

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Defense Mechanism Which Defense Mechanism is Used?

• Methods by which people mentally redefine frustrating

situations to protect their self-images and their self-esteem

Defense Mechanisms System of needs

• Aggression • Physiological – easy to explain and understand

• Rationalization • Psychological (psychogenic)?
• Regression (immature , childish)
• Projection (blame game)
• Daydreaming
• Identification
• Withdrawal
• …….

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Murray’s Psychogenic Needs

Need Promotional Applications

Achievement: Messages that encourage and
accomplish tasks, illustrate success(e.g., advertising
succeed, and overcome education).
obstacles.
Exhibition: Messages showing attention from
shock or thrill others and others when they notice one’s
be the center of possessions (e.g.,expensive
attention. cars).
Affiliation: Messages showing people
spend time, form strong enjoying themselves in large
friendships and groups (e.g., vacations, shopping
attachments with others. situations).

Murray’s Psychogenic Needs

Need Promotional Applications

Power/Dominance: Messages showing actual or
control, influence, and symbolic dominance (e.g., being
lead others. a chief executive; owning a
powerful car).
Change: Messages stressing novelty,
seek new experiences uniqueness, and breaking with
and avoid routine. routines (e.g., adventure travel
and active vacations).
Order: Promoting devices that save
keeping things neat and space and keep things firmly in
organized. place (e.g., dividers and
organizers for closets, drawers,
and garages).

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Validity and Applications

• Major problem: cannot be tested empirically

• Western culture; other societies rank needs differently
• Goods and services satisfy each need level
• Different appeals for the same product can be based on
different needs

Maslow’s Hierarchy of Needs Chatbox

• Examples of each stage?

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Personality

• The inner psychological characteristics that determine and

reflect how a person responds to his or her environment.

Personality

• Reflects Individual Differences

– No two individuals are exactly alike
– Personality enables marketers to categorize
consumers into different groups
• Consistent and enduring, but can change

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Theories of Personality Take the test

• Freudian theory • https://rumandmonkey.com/widgets/toys/testgen/6023

– Unconscious needs or drives are at the heart of human
motivation
• Neo-Freudian personality theory
– Social relationships are fundamental to the formation
and development of personality
• Trait theory
– Quantitative approach to personality as a set of
psychological traits

Freudian Theory

• Id
– Basic, primitive, or instinctual needs for which individual
seeks immediate satisfaction
• Superego
– Society’s moral and ethical codes, judgment
• Ego
– Individual’s conscious control that balances the
demands of the id and superego, reality, socially
acceptable

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Neo-Freudian Personality Theory

• Overcome feelings of inferiority

• Relationships with others to reduce tensions
• Karen Horney proposed three personality groups
– Compliant - move toward others, they desire to be
loved, wanted, and appreciated
– Aggressive - move against others
– Detached - move away from others

– CAD scale

Trait Theory Innovators and Laggards

• Trait - any distinguishing, relatively enduring way in which • The degree to which consumers are receptive to new
one individual differs from another products, new services, or new practices
• Personality is linked to how consumers make their choices
or to consumption of a broad product category - not a
specific brand

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Open vs. closed-minded Need for Uniqueness

• Dogmatism: A personality trait that reflects the degree of • Consumers who avoid appearing to conform to
rigidity a person displays toward the unfamiliar and expectations or standards of others
contradictory information/opinions.

Conformity vs. Individuality Optimum stimulation level

• Inner-directedness • A personality trait that measures the level or amount of

– rely on own values when evaluating products novelty or complexity that individuals seek in their
– Innovators personal experiences
• Other-directedness • High OSL consumers tend to accept risky and novel
– look to others products more readily than low OSL consumers.
– less likely to be innovators

• Variety and novelty seeking

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Preference for Thinking More …

• Need for cognition (NC) • Materialism

– A person’s craving for enjoyment of thinking • Ethnocentrism
– Individual with high NC more likely to respond to ads • Compulsive
rich in product information
• Visualizers versus verbalizers
– A person’s preference for information presented
visually or verbally
– Verbalizers prefer written information over graphics and
images.

https://www.youtube.com/watch?v=dTVIrhnt5x4

https://www.youtube.com/watch?v=U71wjiFr0aE

https://www.youtube.com/watch?v=GWvxt1IL9Wg

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Anthropomorphism Brand Personification

Brand Personality

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Self perception The Extended-Self Possessions

– Actually, by allowing the person to do difficult things (e.g.,

problem solving by using a computer).
– Symbolically, by making the person feel better (e.g., being
considered the “best dressed” at work).
– Conferring status or rank, for example, the ownership of a
particular masterpiece.
– Feelings of immortality, because of leaving valuable
bequests after death.

Self-image Altering the Self

• Actual self-image is the way consumers see themselves • Physical vanity

• Ideal self-image is how consumers would like to see – Excessive concern or inflated view of one’s physical
themselves appearance
• Social self-image is how consumers feel others see them;
and • Achievement vanity
• Ideal social self-image is how consumers would like others – Excessive concern or inflated view of one’s personal
to see them. achievements.

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Thank you

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