Professional Documents
Culture Documents
4
The Consumer
Motivation
Motivation
Motivation is the driving force within
individual that impels them to action.
Tension
Tension
Behavio
Behavio
rr
Drive
Drive
Cogniti
Cogniti
ve
ve
process
process
es
es
Tension
Tension
reductio
reductio
nn
Goal
Goalor
or
need
need
fulfillfulfillment
ment
Types of Needs
Innate 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.
Types of Needs
Extrinsic
Intrinsic
Type of Motivation
Positive Motivation Needs
Motivation Desire
Negative Motivation- Fears
orAversion
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 Kellogg School of
Negative
Motivation
A driving force
away from
some object or
condition
Avoidance Goal
A negative goal
from which
behavior is
directed away
Frustrati
on
Failure to achieve
a goal may result
in frustration.
Some adapt;
others adopt
defense
mechanisms to
protect their ego.
Defense
Mechanis
m
Methods by
which people
mentally
redefine
frustrating
situations to
protect their selfimages and their
self-esteem.
Aggression
Rationalizatio
n
Projection
Regression
Daydreming
Withdrawal
Identification
Arousal of Motives
Physiological arousal
Emotional arousal
Cognitive arousal
Cognitive School
Behavior is directed at goal achievement
Need to consider needs, attitudes,
beliefs, etc. in understanding consumer
behavior
Self-Actualization
(Self-fulfillment)
Ego Needs
(Prestige, status, self esteem)
Social Needs
(affection, friendship, belonging)
Safety and Security Needs
(Protection, order, stability)
Physiological Needs
A Trio of Needs
Power
individuals desire to control
environment
Affiliation
need for friendship, acceptance, and
belonging
Achievement
need for personal accomplishment
closely related to egoistic and selfactualization needs
Motivatio
nal
Research
Qualitative
research designed
to uncover
consumers
subconscious or
hidden
motivations.
Consumers are not
always aware of,
or may not wish to
recognize, the
basic reasons
underlying their
actions.