MOTIVATION ​

Learning Objectives
Understand the roles of different types of motivation.
Learn how companies use different types of
motivation.
 Definition
​

Motivation:

Motivation the energizing force that causes behavior that

satisfies a need.

Needs are hierarchical.

Once basic physiological needs are met, people seek to satisfy

learned needs.
Model of the motivation process

Learning

Needs Tension Drive Behavior Goal or

wants, need
and fulfill-
desires ment
Cognitive
processe
s

Tension
reduction
 Types of Needs

Innate (inborn) Needs

Physiological (or biogenic) needs that are
considered primary needs or motives
Acquired needs
Generally psychological (or psychogenic)
needs that are considered secondary needs or
motives
 Goals

Generic Goals
the general categories of goals that consumers
see as a way to fulfill their needs
e.g., “I want to get a graduate degree.”
Product-Specific Goals
the specifically branded products or services
that consumers select as their goals
e.g., “I want to get an MBA in Marketing from
PSTU.”
 The Selection of Goals

The goals selected by an individual

depend on their:
Personal experiences
Physical capacity
Prevailing cultural norms and values
Goal’s accessibility in the physical and social
environment
The Dynamic Nature of Motivation

Needs are never fully satisfied

New needs emerge as old needs are
satisfied
People who achieve their goals set new
and higher goals for themselves
 Maslow’s Hierarchy of Needs
Abraham Maslow in 1943

NEEDS
General Examples

Self-
Achievement actualization

Status Esteem/ego needs

(Prestige, status) ​
​
​

Friendship Belongingness/social
needs (Affection, love)
​

Stability Security
(Protection, order, stability)
​
Physiology
Food
(Food, water, air, shelter etc.)
​
Source: Adopted from Abraham H. Maslow, “A Theory of Human Motivation,” Psychology Review, 1943, Vol. 50, pp. 370-396. Figure 10.2
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Hierarchy of Needs: Maslow Theory (continued)
​

Physiological needs
o basic to survival.
o 4 basic needs i.e. food, cloth, education
and accommodation.

Safety needs
o self-preservation
o physical well-being.
o to get a job with security.
.
Hierarchy of Needs: Maslow Theory (continued)
​

Social needs
o love
o friendship.

Self-esteem needs
o achievement
o status
o prestige
o self-respect.

Self-actualization needs
o personal fulfillment.
Example:
Individuals buy health foods, medicines and low fat and diet
products to satisfy physiological needs.
They buy insurance, preventive medical services and home
security systems to satisfy safety and security needs.
Almost all personal care and grooming products (cosmetics,
mouthwash, saving cream) as well as most clothes are bought to
satisfy social needs.
High tech products such as computers or sound systems and
luxury products such as furs, big cars or expensive furniture are
often bought to fulfill ego and esteem needs.
Postgraduate college education, hobby related products, exotic
and physically challenging adventure trips are sold as ways of
achieving self fulfillment.
 Frederick Herzberg “Motivation-Hygiene Theory”
​

Elements of Perception

This theory is so called “Two Factor Theory”.

Motivators: give positive satisfaction (e.g.

challenging work, recognition, responsibility,
achievements and job advancement) and

Hygiene factors: that do not motivate if present,

but, if absent, result in demotivation (e.g. status,
job security, salary and fringe benefits, work
conditions, personal life, relationship with
subordinates, supervisor and company policy and
administration).
 Motivation Factors
•Achievement
The Two-
•Recognition Factor
•The work itself
Theory of
​

•Responsibility
•Advancement
and growth
Motivation
​

Satisfaction ​
No satisfaction

Hygiene Factors
•Supervisors
•Working conditions
Interpersonal
• ​ relations
•Pay and security
C
• ompany policies and
administration
​

Dissatisfaction No dissatisfaction
Figure 10.3
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 McClelland “Theory of Needs”
​

David McClelland has developed a theory on three types

of motivating needs :
1.Need for Power: it relates to and individual’s desire to control his
or her environment. Ex: power drink

2.Need for Affiliation (build a friendly environment around

themselves) this need suggests that behavior is strongly influenced
by the desire for friendship, for acceptance, for belonging.

3.Need for Achievement (challenge of success and the fear of

failure)
 ​

Thank You
… For staying with me …

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8ᵗʰ edition, Prentice Hall – 2006
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