CONSUMER

MOTIVATION
Providing branded products and
services of quality and value that
improves the lives of the world’s
consumers
Company sells products such as
detergents, shampoos households
cleaners and dozen of other items
NEED FOCUSED DEFINITION

PRODUCT FOCUSED
DEFINITION
Human Needs

Physiological Needs
(Innate )

Psychological Needs
(Acquired)
 Types of
Needs
• Physiological (or biogenic) needs
Innate that are considered primary
Needs needs or motives

• Learned in response to our

Acquired culture or environment. Are
generally psychological and
Needs considered secondary needs
 Motivation as a Psychological
Force
• Motivation is produced by a state of tension, by
having a need which is unfulfilled. Consumers
want to fulfill these needs and reduce the state of
tension.
Eg. Need for food

• Needs are the essence of the marketing

concept. Marketers do not create needs but
can make consumers aware of needs
Eg. Need for a pair of jeans
 Goal
s
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

Technology driven and Role of Bloggers

 Holiday Travel
Plan
• How would you plan your next coming
holiday? Or think of any plan that you
had before.
• What factors influence your decision
making?

4
Need Arousal
 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
 Discussion
•
Questions
What are three generic goals you have set
for yourself in the past year?

• What are three product-specific goals you have set

in the past year?
• In what situations are these two related?

• How were these goals selected? Was it personal

experiences, physical capacity, or prevailing
cultural norms and values?
Dynamics of
Motivation
 The Dynamics 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
 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
 Frustratio
n
• Failure to achieve a goal may result
in frustration.
• Some adapt; others adopt
defense mechanisms to protect
their ego.
 Defense Mechanisms- Table 4.2
(excerpt)
Construct Items
Aggression In response to frustration, individuals may resort to aggressive behavior
in attempting to protect their self-esteem. The tennis pro
who slams his tennis racket to the ground when disappointed with
his game or the baseball player who physically intimidates an
umpire for his call are examples of such conduct. So are consumer
boycotts of companies or stores.

Rationalization People sometimes resolve frustration by inventing plausible

reasons for being unable to attain their goals (e.g., not having
enough
time to practice) or deciding that the goal is not really worth
pursuing (e.g., how important is it to achieve a high bowling
score?).
Regression An individual may react to a frustrating situation with childish or
immature behavior. A shopper attending a bargain sale, for
example, may fight over merchandise and even rip a garment that
another shopper will not relinquish rather than allow the other
person to have it.
Withdrawal Frustration may be resolved by simply withdrawing from the situation.
For instance, a person who has difficulty achieving officer
status in an organization may decide he can use his time
 Types of Motivational
Conflict
• Approach-approach: deciding between two or
more desirable options

• Avoidance-avoidance: deciding between two or

more
undesirable options

• Approach-avoidance: behavior has both positive and

negative consequences
 Rational vs. Emotional
Motives
Rationality 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
 Arousal of
Motives
Physiological arousal (they get hungry)

Emotional arousal (frustrated)

Cognitive arousal (they read an ad

that made them think about their
needs)

Environmental arousal (the

weather becomes cold)
 Arousal of
Motives
Physiological arousal (they get hungry)

Emotional arousal (frustrated)

Cognitive arousal (they read an ad

that made them think about their
needs)

Environmental arousal (the

weather becomes cold)
 Arousal of
Motives
Physiological arousal (they get hungry)

Emotional arousal (frustrated)

Cognitive arousal (they read an ad

that made them think about their
needs)

Environmental arousal (the

weather becomes cold)
 Arousal of
Motives
Physiological arousal (they get hungry)

Emotional arousal (frustrated)

Cognitive arousal (they read an ad

that made them think about their
needs)

Environmental arousal (the

weather becomes cold)
 Consumer
• Motivation
Represents the drive to satisfy both
physiological and psychological needs
through product purchase and consumption

• Gives insights into why people buy

certain products

• Stems from consumer needs: industries

have been built around basic human needs
 Types of
Needs
Innat • Physiological (or biogenic) needs
that are considered primary
e needs or motives

Needs
• Learned in response to our
Acquire culture or environment. Are
d generally psychological and
considered secondary needs
Needs
 Types of
• Safety and HealthNeeds
Needs
Threats to our safety and health motivate
purchases for personal security and
protection

• Need for Love and Companionship

Services and products help individuals find
and attract others
Products are often used as symbols of love
and caring
 Types of
Needs
• Need for Financial Resources
• Social Image Needs
Conspicuous consumption:
purchases motivated to some
extent by the desire to show
other people how successful
they are
Companies reinforce the
notion that products enable
users to communicate their
social image
• Need for Pleasure
Products, services, and
consumption activities
provide fun and excitement
 Types of
Needs
• Need for Financial Resources
• Social Image Needs
Conspicuous consumption:
purchases motivated to some
extent by the desire to show
other people how successful
they are
Companies reinforce the
notion that products enable
users to communicate their
social image
• Need for Pleasure
Products, services, and
consumption activities
provide fun and excitement
 Types of
Needs
• Need to Possess
Consumers often acquire products
simply because of their need to
own such products— e.g.,
collectors
Plays a role in impulse buying:
where consumers unexpectedly
experience a sudden and powerful
urge to buy something immediately

• Need to Give
Give something back to others
or reward ourselves. Self-gifts
let us motivate, reward, and
console ourselves
 Types of
Needs
• Need to Possess
Consumers often acquire products
simply because of their need to
own such products— e.g.,
collectors
Plays a role in impulse buying:
where consumers unexpectedly
experience a sudden and powerful
urge to buy something immediately

• Need to Give
Give something back to others
or reward ourselves. Self-gifts
let us motivate, reward, and
console ourselves
 Types of
Needs
• Need for Information
Plays an important role in
persuasion —if an ad appears when
consumers need information, they
are more likely to pay attention
than when they don’t need the
information
One reason we read or watch
TV Fuels Internet usage

• Need for Variety

Marketers may introduce different
versions of original brand
Variety may become focus
of product positioning

C
MODELS OF NEEDS
 A Trio of
Needs
Power (Ego needs)
• Individual’s desire to control environment

Affiliation (Social needs)

• Need for friendship, acceptance, and belonging

Achievement
• Need for personal accomplishment
• Closely related to egoistic and self-actualization
needs
 Motivational Conflict and Need
Priorities
• Resolving motivational conflicts requires prioritizing needs

• Maslow’s hierarchy
Some needs take precedence over other needs—physiological
needs take top priority
Differences in the importance attached to various needs
affects how consumers evaluate products
Because of consumers’ different motivational priorities,
companies use benefit segmentation: dividing consumers into
different market segments based on benefits they seek from
purchase and consumption
 To Which of Maslow’s
Needs Does This Ad
Appeal?
Both Physiological and Social
Needs
 To Which of Maslow’s
Needs Does This Ad
Appeal?
Egoistic
Needs
Egoistic
Needs
 To Which of Maslow’s
Needs Does This Ad
Appeal?
Self-
Actualization
 Motivational Intensity
Motivational intensity: how strongly consumers
are motivated to satisfy a particular need
Depends on need’s importance
Involvement: degree to which an object or
behavior is personally relevant

Motivational intensity and involvement determine

amount of effort consumers exert in satisfying
needs
 The Challenge of Understanding
Consumer Motivation
Reasons underlying consumer motivation are not always
“obvious”

Research is necessary to discover real motivations behind

behaviors

People don’t always want to disclose real reasons for their

actions

People don’t always know why they do what they do —

unconscious motivation

Motivations change over time

 Motivating Consumers
Motivating with Money
• Price cuts, specials, rebates, and coupons
motivate purchase
• Resulting sales may increase, but profits
may not
• Attracts consumers less likely to repeat
• Price reductions may increase price
sensitivity
 Motivating Consumers
Provide Other Incentives

Premiums, free
products, contests,
and sweepstakes
are designed to
motivate consumers
to purchase
 Motivating Consumers
Provide Other Incentives
• Premiums, free products, contests,
and sweepstakes are designed to
motivate consumers to purchase
• There are limitations and shortcomings for
this strategy in addition to the products
offered as a premium being valued less
(value- discounting hypothesis)
 Motivating Consumers
Implement a Loyalty Program

• Motivate repeat buying by providing

rewards to customers based on how much
business they do with the company
• Tracks consumer purchases and
provides estimates of Customer
Lifetime Value
 Motivating Consumers
Enhance Perceived Risk
• Perceived risk: consumers’
apprehensions about the
consequences of their
behavior (buying and
consuming the product)
• Greater perceived risk
increases search
• Educating consumers about
risks may motivate them to
make more informed
choices that reduce
exposure to risk
 Motivating Consumers
Provoke Consumers’
Curiosity
• For new products,
educating potential
customers is
crucial
• Curiosity often leads
to an enhanced need
for information
• May advertise a
benefit that is not
normally associated
SOME APPLICATION …