Motivation

Motivation
• A very complicated concept
• Motivation can be defined as internal
processes which results in goal directed
behavior
• A force, source of energy to initiate and
sustain goal directed behavior
• Degree of motivation
• Why of the consumer behavior
 Needs and Motivation
• Needs are the essence of the marketing
concept. Marketers do not create needs but
can make consumers aware of needs.
• Motivation is the driving force within
individuals that impels them to action.
 Types of Needs
• Innate Needs
– Physiological (or biogenic) needs that are
considered primary needs or motives

• Acquired Needs/Secondary needs

– Learned in response to our culture or
environment. Are generally psychological and
considered secondary needs
Is a body spray
an innate or
acquired
need?
 Types of Needs
• Intrinsic
• –Need for achievement driven by self
cognition, to prove it to myself
• Extrinsic
• –Need for achievement if driven by
family, friendship group, Need for status
Pulsar vs Avenger
 Role of Motives
• Defining Basic strivings - influence consumers to
develop and identify their basic strivings
• Identifying goal objects – Consumers view products or
services as a means by which they can satisfy their
motives
• Influencing choice criteria – Guide consumers in
developing criteria for evaluating products
• Directing other influence – Affect the individual
determinants of perception, learning, personality,
attitudes and how people process information
 Types of Motives
• Direction of Motive
• Pull or positive – want, desire, approach,
attraction
• Push or negative – aversion, fear, avoidance
• Rational vs. Emotional (Dove vs. Lifebuoy)
 Types of Motives
• Rational implies that consumers select
goals based on totally objective criteria
such as size, weight, price, or miles per
gallon
• Emotional motives imply the selection
of goals according to personal or
subjective criteria
 Goals
• The sought-after results of motivated
behavior
• 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 services that consumers
select as their goals
 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
 Motivations and Goals

Positive Negative
• Motivation • Motivation
– A driving force A driving force away
toward some object from some object or
or condition condition
• Approach Goal • Avoidance Goal
– A positive goal – A negative goal from
toward which which behavior is
behavior is directed directed away
 Complex consumption patterns

• Persons with promotion focus – Hedonic

product features
• Persons with prevention focus - Utilitarian
product features
• Individuals are more aware of their
physiological needs than their psychological
needs
• What products might be purchased using
rational and emotional motives?
• What marketing strategies are effective when
there are combined motives?
 The Dynamics of Motivation
• Needs are never fully satisfied
• New needs emerge as old needs are satisfied
• Success and failure influence goals
- People who achieve their goals set new and higher goals for
themselves – level of aspirations
- Influenced by expectations of success or failure
• Multiplicity of needs and variation of goals
People with different needs may seek fulfillment through
selection of the same goal
People with same needs may seek different goals
Success and failure influence goals
• 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
Success and failure influence goals
• Frustration
• Failure to achieve a goal may result in
frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.
Success and failure influence goals
• Defense Mechanism
• Methods by which people mentally redefine
frustrating situations to protect their self-
images and their self-esteem
 Defense Mechanisms

• Aggression • Projection
• Rationalization • Daydreaming
• Regression • Identification
• Withdrawal • Repression
 Arousal of Motives
• Arousal of dormant needs may be caused by
internal stimuli or by stimuli in the
environment

• Physiological arousal -
• Emotional arousal
• Cognitive arousal – television cues
 Motivation and CB
• Extensiveness of the information search and
the amount of energy invested in the search
• Selection of a particular goal
• Starting of the action to achieve the goals
• Direction and intensity of the action
• Persistence of the action
 Marketing and motivation
• Prerequisite for a brand to succeed – Strong
Drive
• Strength of drive is dependent on
• –Strength of need gap
• –Resource of energy
• How to increase the motive to acquire the
brand?
 Marketing goals
• Create a state of drive
• Associate brand with multiplicity of drives
and motives
• Convert the generic goals into brand specific
goals/ demand like thanda matlab coca cola
 Maslow theory in marketing
• Segmentation - enables marketers to focus
their advertising appeals on a need level that
may be common among a large segment
• Facilitates Product Positioning/ repositioning
• Product / Brand/ Communication design
 This ad reflects
a need for
accomplishment
with a
toothpaste.
 Marketing strategies
• Determine strategy for different levels of
involvement
– Differentiate marketing communication for each
condition
• Move low involvement consumers to higher
levels
• Segmenting consumers into high and low
involvement groups
 References
• Consumer Behaviour – Schiffman,
Kanuk,Kumar
• Consumer Behaviour – Loudon,Bitta