Consumer Needs &

Motivation

1
 Motivation & Needs
◼ Motivation is the driving force that impels people to
act and reflects the reason/s one has for acting or
behaving in a particular way.
❑ It drives consumers to buy
❑ It is triggered by psychological tension caused by unfulfilled
needs
❑ Individuals strive both consciously and subconsciously to
reduce this tension through selecting goals and subsequent
behavior which they anticipate will fulfill their need and
relieve them of the tension

2
 Model of the Motivation Process

Personality
Perception
Learning
Attitudes

Unfulfilled Needs, Goal or

Tension Drive Behavior Need Fulfillment
Wants & Desires

Tension Reduction

4
 Needs:
◼ Physiological Needs are innate, biogenic,
primary. These are primary needs/motives to
sustain biological life. E.g. air, water, food
◼ Psychogenic Needs: Learnt in response to our
culture/environment and interaction with
others. These are psychogenic in nature & are
considered secondary needs. E.g. self-esteem,
power, entertainment, learning etc.

5
6
Need Arousal
◼ Physiological Arousal
◼ Emotional Arousal
◼ Cognitive Arousal
 Goals:
◼ Goals are sought after results of motivated
behavior
◼ Generic Goals: General categories of goals that
consumers see as a means to fulfill their needs
◼ Product Specific Goals: Consumers choose
specifically branded products and services for
goal fulfillment
◼ Positive Goal is to approach the desired object
◼ Negative Goal is to move away from avoidance
object

9
 Positive & Negative Motivation
◼ Positive Motivation: Driving force towards
some object/Condition (approach objects)
◼ Negative Motivation: Driving force away from
some object/Condition (avoidance objects)

10
 Interdependence of Needs & Goals
◼ Needs are never fully satisfied
◼ New needs emerge as old need are satisfied
◼ Success and failure influence goals
❑ Success lead to rise in levels of aspiration
❑ Failure leads to:
◼ Substitute goals
◼ Frustration
❑ Defense mechanism are cognitive and behavioral ways to
handle frustration

11
 Defense Mechanisms which people
use to cope with Frustration
◼ Aggression – show aggressive behavior
◼ Rationalization – Invent plausible reasons for not attaining
goals
◼ Regression – Childish or immature behavior
◼ Withdrawal – Withdrawing from situation
◼ Projection – Projecting blame for failure on other
objects/people
◼ Day-dreaming – Fantasizing about imaginary gratification
of unfulfilled needs
◼ Identification – Identity with other people who have
undergone similar frustration

12
 System of Needs
◼ Psychologists have developed several lists of
human needs
❑ There is no single, comprehensive and commonly
accepted list
◼ Murray’s List of Psychogenic Needs
❑ Henry Murray tried to understand non-biological
human needs
◼ Achievement
◼ Exhibition
◼ Affiliation
◼ Power/Dominance
◼ Change
◼ Order 13
Maslow’s Hierarchy of Needs:
Self-
Actualization
Needs

Esteem
Needs

Social Needs

Safety Needs

Physiological Needs
 Motivational Research:
◼ Motivational research refers to qualitative
research designed to uncover the consumer’s
subconscious or hidden motivations
❑ It is based on the premise that consumers are not always
aware of the reasons for their actions, underlying
feelings, attitudes and emotions concerning product,
service or brand usage.
❑ Some Qualitative Research Techniques used in
motivational research are:
◼ Story Telling, Role-playing, Word Association, Sentence
Completion, Thematic Apperception Test (TAT), Picture
Drawing, Photo sorts
Word Association
Sentence Completion:

◼ Maggi for me is………………………..

◼ Tata Nano is India’s………………………….
◼ IIM-A is considered to be the best
because…………………………………………
◼ India cannot attract as many tourists as
France because………………………………
Thematic Apperception Test
(TAT)