Leereenheid 2 / Study Unit 2

Kliëntemotivering / Consumer Motivation

1. Definieer die term “motivering”.
2. Verstaan hoe motivering, behoeftes en doelwitte
verbruikersgedrag vorm, met verwysing na die
motiveringsproses.
3. Onderskei tussen biogeniese behoeftes en
psigogeniese behoeftes.
4. Onderskei tussen die fisiologiese opwekking en
kognitiewe opwekking van behoeftes.
5. Identifiseer en onderskei tussen generiese doelwitte
en produkspesifieke doelwitte.
6. Identifiseer en onderskei tussen die positiewe
motivering en negatiewe motivering van
doelwitkeuse.
7. Bespreek die onderlinge afhanklikheid van behoeftes
en doelwitte.
8. Noem en Verduidelik die primere
verdedigingsmeganismes wat verbruikers gebruik om
frustrasie te hanteer.
9. Identifiseer en verstaan Maslow se
behoeftehiërargie.
1. Define the term “motivation”.
2. Understand how motivation, needs and goals shape
consumer behaviour by referring to the motivation
process.
3. Differentiate between biogenic needs and
psychogenic needs.
4. Differentiate between the physiological arousal and
cognitive arousal of needs.
5. Identify and differentiate between generic goals and
product-specific goals.
6. Identify and differentiate between the positive
motivation and negative motivation of goal selection.
7. Discuss how needs and goals are interdependent.
8. Name and explain the primary defences that
consumers use to cope with frustration.
9. Identify and understand Maslow’s hierarchy of needs.
Wat is motivering? / What is motivation? 1

Motivering is die dryfkrag Motivation is the driving

wat mense dwing om op force that impels people to
te tree en weerspieël die act and reflects the reason
rede of redes waarom or reasons for acting in a
hulle op 'n spesifieke particular way.
manier optree.
 Model of the Motivation Process

• Persoonlikheid • Personality
• Persepsie • Perception
• Vorige Leer • Previous Learning
• Houding • Attitude

UNFULFILLED NEED / NEED SATISFACTION/

TENSION / DRIVE / BEHAVIOUR /
ONBEVREDIGDE BEHOEFTE
WRYWING AANDRYWING GEDRAG
BEHOEFTE TEVREDENHEID

2
 Types of Needs /
Tiepe Behoeftes

PSYCHOGENIC
BIOGENIC NEEDS
NEEDS

INGEBORE / PRIMÊR AANGELEER / SEKONDÊR

Fisiologiese / biogeniese Behoeftes wat ons leer in

behoeftes wat beskou word as reaksie tot ons kultuur en
primêre behoeftes en/of omgewing. Is gewoonlik
motiewes. sielkundig in natuur.

Physiological / biogenic needs Needs we acquire in reaction to

that are regarded as primary our culture and enviornment.
needs and/or motives. Usually psychological in nature.
3
 A B C
Identify what needs the above pictures represent /

Identifiseer watter behoeftes word verteenwoordig in die prentjies hierbo

 Arousal of Needs /
Opwekking van Behoeftes

Physiological / Cognitive /
Fisiologies Kognitief

4
8
 Activity 1

Look at the following advertisements and

identify the type of need arousal of each
advert.

9
10
Link to Advertisement 11
12
13
14
 GOALS / DOELSTELLINGS 5
The sought-after results of motivated behavior / Resultaat
van gemotiveerde gedrag

•Generic goals / Generiese-doelstellings is algemene

kategorieë van doelstellings wat verbruikers beskou
as ‘n manier om hulle behoeftes te bevredig.

•Product-specific goals / Produkspesifieke-

doelstellings is spesifieke produkte of dienste wat
verbruikers kies as hul doelstellings.
 GOALS / DOELSTELLINGS 5

Kar / Car Japie soek ‘n … Rolls-Royce

(Generies / (Produkspesifiek /
Generic) Product-specific)
 Selection of Goals / Kies van
Doelstellings

Die doelstellings wat verbruikers kies hang af van hulle

/ The goals selected by consumers depend on their:
•Persoonlike ervaring / Personal experiences
•Fisiese kapasiteit / Physical capacity
•Kulturele norme en waardes / Prevailing cultural
norms and values
•Doelstelling bereikbaarheid in die fisiese en sosiale
omgewing / Accessibility of the goal in the physical
and social environment
 Positive & Negative Motivations /6
Positiewe & Negatiewe Motiverings
THE NEED TO EXERCISE /
DIE BEHOEFTE OM TE
OEFEN

POSITIVE / POSITIEF NEGATIVE /NEGATIEF

(approach objects) (avoidance objects)
A driving force towards some A driving force away from
object or condition i.e look more some object or condition.
attractive and dynamic. I.e avoid health problems.

‘n Dryfkrag teenoor ‘n voorwerp ‘n Dryfkrag weg van ‘n

of toestand i.e lyk meer voorwerp of toestand i.e.
aantreklik en dinamies. vermy gesondheids
probleme.

Approach vs Avoidance Motivation Explained

 Activity 2

What motivational approaches are used in the

following advertisements?

19
Link to Advertisement
The Interdependence of Goals & Needs/
Die interafhanklikheid van doelstellings en behoeftes

7
 Motivation to go shopping/
Motivering om inkopies te gaan doen

•Seeking specific goods / Opsoek na spesifieke items

•Recreational shopping / Ontspanning
•Activity-specific shopping / Aktiwiteitspesifieke
inkopies
•Demand-specific shopping / Aanvraagspesifieke
inkopies
 Success & Failure Influence Goals / 8
Sukses & Mislukking Beinvloed Doelwitte

Substitute Goal / Vervanigingsdoelwitte

When a consumer cannot attain a specific goal, which he or she expected
to satisfy a certain need, behaviour could turn towards attaining a
substitute goal. / Wanneer ‘n verbruiker nie ‘n spesifieke doelwit kan
bereik nie, wat hy of sy verwag het sal sekere behoeftes bevredig, kan
gedrag dalk gerig word op ‘n vervangingsdoelwitte.
 Success & Failure Influence Goals / 8
Sukses & Mislukking Beinvloed Doelstellings

Frustration / Frustrasie

When a consumer fails to attain a goal, it often leads to feelings of

frustration. / Wanneer ‘n verbruiker versuim om ‘n doelwit te bereik, lei dit
dikwels na gevoelens van frustrasie.

Link to Top Coffee Warmers for 2024

 Success & Failure Influence Goals / 8
Sukses & Mislukking Beinvloed Doelstellings
Verdedigingsmeganismes / Defense Mechanisms
Verbruikers wat nie hul frustrasie kan duld nie, herdefinieer dikwels hul
frustrerende situasies geestelik om hul selfbeeld en selfvertroue te
beskerm. / Consumers who cannot tolerate their frustration often mentally
redefine their frustrating situations to protect their self-esteem and self-
confidence.
 Maslow’s Hierarchy of Needs 9

Video

Chapter Four Slide

9
 Activity 3

Identify the needs addressed in each of the

advertisements that follow.

31
Watse behoefte word in hierdie advertensie
aangespreek? / Which need is addressed in
this advertisement?

Maslow: Mercedes-Benz
Watse behoefte word in hierdie advertensie
aangespreek? / Which need is addressed in
this advertisement?

Maslow: Heinken
Watse behoefte word in hierdie advertensie
aangespreek? / Which need is addressed in
this advertisement?

Maslow: Evian
Totsiens / Goodbye