4-MAI-Consumer Motivation-PPT - 04

CHAPTER
FOUR
Consumer Motivation
Learning Objectives
1. To Understand the Types of Human Needs and

Motives and the Meaning of Goals.
2. To Understand the Dynamics of Motivation, Arousal
of Needs, Setting of Goals, and Interrelationship
Between Needs and Goals.
3. To Learn About Several Systems of Needs Developed
by Researchers.
4. To Understand How Human Motives Are Studied and
Measured.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 2
Motivation as a Psychological Force
1. Motivation is the driving

force within individuals that
impels them to action.
2. Needs are circumstances or
things that are wanted or
required, and they direct
the motivational forces.
Personality & Brand Personification
Personality: consists of the inner psychological

characteristics that both determine and reflect
how we think & act, which together form n
individual’s distinctive character.
Consumers often purchase products and brands

because advertisers have given them
personalities.
Personality & Brand Personification
Brand personification: occurs when consumers

attribute human traits or characteristics to a
brand.
Consumers often view certain brands as

“exciting,” “sophisticated,” or “warm.”
Anthropomorphism
Anthropomorphism: refers to attributing human

characteristics to something that is not human.
e.g. Zoo-Zoo characters of Vodafone.
The Dynamics of Motivation
Motivation drives consumers to buy and is
triggered by psychological tension caused
by unfulfilled needs.
Individuals strive both consciously and

subconsciously to reduce this tension
through selecting goals and subsequent
behavior that they anticipate will fulfill
their needs and thus relive them of the
tension they feel.
Personality characteristics guide the goals

that people set and the courses of action
they take to attain these goals.
Marketers strive to make consumers more

keenly aware of unfelt or dormant needs.
Consumers basic needs do not change, but

the products that satisfy them do.
Hence PRODUCT Focus from CONSUMER Focus.
Model of the Motivation Process
Figure 4.2
Types of Needs
1. Innate Needs
- Physiological (or biogenic) needs that are
considered primary needs or motives
2. Acquired Needs
– Learned in response to our culture or environment.
Are generally psychological and considered
secondary needs
Goals
The sought-after results of motivated

behavior
1. Generic goals are general categories of goals
that consumers see as a way to fulfill their
needs (physiological & psychological)
2. Product-specific goals are specifically
branded products or services that consumers
select as their goals
Goals
What are 3 motivations for bloggers:
Goals
What are 3 motivations for bloggers:
1. Self-expression
2. Documenting one’s life (keeping a dairy)
3. Identifying other influential bloggers
Goals
What are the motivations of Facebook Users
Goals
1. Information sharing
2. Convenience and entertainment
3. Passing time
4. Interpersonal utility
5. Control
6. Promoting work
Goals
1. Information sharing
a) to provide information
b) To share information that might be useful to
others
c) To share news
Goals
2. Convenience and entertainment

a) Because it’s enjoyable
b) Because it’s an easy way to stay in touch with
people
c) Because I just like to use it
Goals
3. Passing time
a) Because I am bored
b) Because I have nothing better to do
c) Because everyone else is doing it
How Does this Ad Appeal to
One’s Goals?
It Appeals to Several Physical
Appearance-related goals.
The Selection of Goals
The goals selected by an individual depend on

their:
1. Personal experiences
2. Physical capacity
3. Prevailing cultural norms and values
4. Goal’s accessibility in the physical and social
environment
Discussion Questions
1. What are three generic goals you have set for

yourself in the past year?
2. What are three product-specific goals you have set
in the past year?
3. In what situations are these two related?
4. How were these goals selected? Was it personal
experiences, physical capacity, or prevailing cultural
norms and values?
Motivations and Goals
Blogger’s Motivation - Table 4.1 (excerpt)
Construct Items
Blogging for I use my blog to free my mind when I am moody.
self- I express myself by writing in my blog.
expressing My blog is the place where I express what I feel.
Blogging for I use my blog as my diary to document my life.
life By writing text and posting video/audio files, I keep a record of my life.
documenting
Blogging for I’m willing to comment on what other bloggers say.
commenting I’d like to respond to other blogs that I read (no matter if I know of the
blogger or not).
I’d like to receive people’s comments on what I post on my blog.
Blogging for Blogging helps me to make more like-minded friends.
forum In my blogroll I have friends with whom I can share things.
participating By blogging I interact with a set of blogs that have contents similar to
what I put in my blog.
Blogging for Blogging helps me extract information behind events that interest me.
information Blogging helps me explore more information about products and/or
seeking services.
To me it is convenient to search for information by blogging.
Rational versus Emotional Motives
1. Rationality implies that consumers select

goals based on totally objective criteria, such
as size, weight, price, or miles per gallon
2. Emotional motives imply the selection of
goals according to personal or subjective
criteria
1. What products might be

purchased using rational
and emotional motives?
2. What marketing strategies
are effective when there
are combined motives?
1. Needs are never fully satisfied

2. New needs emerge as old needs are satisfied
3. People who achieve their goals set new and
higher goals for themselves
Substitute Goals
1. Are used when a consumer cannot attain a

specific goal he/she anticipates will satisfy a
need
2. The substitute goal will dispel tension
3. Substitute goals may actually replace the
primary goal over time
Frustration
1. Failure to achieve a goal may result in frustration.

2. 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 more
constructively in other activities and simply quit that organization.
Arousal of Motives
1. Physiological arousal
2. Emotional arousal
3. Cognitive arousal
4. Environmental arousal
How Does This Ad
Arouse One’s Needs?
The Ad Is Designed to Arouse One’s Yearning
for an Adventurous Vacation by Appealing to
the Sense of Touch
Philosophies Concerned with
Arousal of Motives
• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Needs and past experiences are reasoned, categorized,
and transformed into attitudes and beliefs
Types and Systems of Needs
• Henry Murray’s 28 psychogenic needs

• Abraham Maslow’s hierarchy of needs
• A trio of needs
Murray’s List of Psychogenic Needs
Murray’s List of Psychogenic Needs
(continued)
Maslow’s Hierarchy of Needs
Figure 4.10
To Which of Maslow’s
Needs Does This Ad Appeal?
Both Physiological and Social Needs
Egoistic Needs
Self-Actualization
• What are three types of products related to

more then one level of Maslow’s Hierarchy of
Needs?
• For each type of product, consider two
brands. How do marketers attempt to
differentiate their product from the
competition?
A Trio of Needs
• Power
– individual’s desire to control environment
• Affiliation
– need for friendship, acceptance, and belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and self-actualization
needs
To Which of the Trio
of Needs Does This Ad Appeal?
The Affiliation Needs Of Young,
Environmentally Concerned Adults
Affiliation Need
Power And Achievement Needs
Measurement of Motives
• Researchers rely on a
combination of
techniques
• Qualitative research is
widely used
• Projective techniques are
often very successful in
identifying motives.
Qualitative Measures of Motives
Table 4.7 (excerpt)
Motivational Research
• Term coined in the 1950s by Dr. Ernest Dichter

• Based on premise that consumers are not
always aware of their motivations
• Identifies underlying feelings, attitudes, and
emotions
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. publishing as

Prentice Hall
Types of Needs
1. Innate Needs
- Physiological (or biogenic) needs that are
considered primary needs or motives
2. Acquired Needs
– Learned in response to our culture or environment.
Are generally psychological and considered
secondary needs

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CHAPTER

1. To Understand the Types of Human Needs and

1. Motivation is the driving

Personality: consists of the inner psychological

Consumers often purchase products and brands

Brand personification: occurs when consumers

Consumers often view certain brands as

Anthropomorphism: refers to attributing human

e.g. Zoo-Zoo characters of Vodafone.

Individuals strive both consciously and

Personality characteristics guide the goals

Marketers strive to make consumers more

Consumers basic needs do not change, but

Hence PRODUCT Focus from CONSUMER Focus.

The sought-after results of motivated

What are 3 motivations for bloggers:

What are 3 motivations for bloggers:

What are the motivations of Facebook Users

2. Convenience and entertainment

The goals selected by an individual depend on

1. What are three generic goals you have set for

1. Rationality implies that consumers select

1. What products might be

1. Needs are never fully satisfied

1. Are used when a consumer cannot attain a

1. Failure to achieve a goal may result in frustration.

• Henry Murray’s 28 psychogenic needs

• What are three types of products related to

• Term coined in the 1950s by Dr. Ernest Dichter

Copyright © 2010 Pearson Education, Inc. publishing as

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