Motivation & Defense

Mechanism
Learning Outcomes
 Understand the types of human needs, motives
and the meaning of goals.
 Understand the dynamics of motivation, arousal
of needs, setting of goals, and interrelationship
between needs and goals.
 Learn about several systems of needs developed
by researchers.
 Understand how human motives are studied
and measured.
 Understand how people deal with unfulfilled
motives using defense mechanism

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Motivation

Motivation
The driving force within individuals that impels them to
action. Driving force is produced by a state of tension,
which exists as the result of an unfulfilled need. Individuals
strive to reduce this tension through behavior will fulfill
their needs & relieve them from the stress.

Example: If a high school girl expects to become a great

tennis player by wearing the same brand of sneakers that
Tennis Star wears, she is likely to be disappointed; if she
takes lessons & practices diligently, she may succeed.

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Model of Motivation Process

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Types of Human Needs

 Innate Needs are food, water, air, clothing & for shelter. Because there
are needed to sustain biological life, these needs are considered as
Primary needs or motives
 Acquired Needs are needs that we learn in response to our culture or
environment. These may include self-esteem, prestige, affection, power,
all relates to psychological needs are considered Secondary needs or
motives

Example: All Individuals need shelter & the need to fulfill is the most
important Primary Needs. The kind of residence that he/she rents or
buys may be the result of Secondary Needs. Seeking a place where he/she
wants to entertain large group of people ( to fulfill social needs) or want
to live in exclusive community to impress her family & friends (to fulfill
ego needs)
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Goals
 Goals are the sought results of motivated behavior
 Generic Goal: The general classes or categories of goals that
consumer select to fulfill their needs
 Product Specific Goals: The specifically branded or labeled
products they select to fulfill their needs

Example: Thomas J. Lipton Company wants consumers to

view iced tea as a good way to satisfy summer thirst (i.e., as a
generic goal). However, it even more interested in having
consumers view Lipton’s Iced Tea as the best way to satisfy
summer thirst (i.e., as a product-specific goal).

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Positive & Negative Motivation

Positive Motivation
Adopting a positive attitude towards the any task will help to motivate
you. Enhancing that positive attitude is a matter of identifying those
motivating forces that you enjoy and like.
E.g.: I have the ability to get a degree & I know I can do the work
My future income will be much greater when I graduate

Negative Motivation
Sometimes a fear of failure or other negative consequences can motivate
you negatively. These are stress-producing forces and should be
minimized in favour of a positive attitude.
My father will cut off my allowance if I don't study
I'll never get a better job without a degree

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Rational versus Emotional Motives

 Rational motives are those in which consumer select goals based

on objective criteria such as size, weight, price & choose those
products which gives greatest utility
Example: Product Purchased to enhance self image (such as fragrance)

 Emotional motives are feelings experienced by a customer through

association with a product. Love, guilt, fear, and social approval often
prompt us to buy. Goals selected on subjective criteria
Example: Buying a phone is like having the desire to know that you can
always have someone to talk to and share things with. To be able to
open up to others and communicate.

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Dynamics of Motivation

 Needs Are Never Fully Satisfied

Example: A person may temporarily satisfy a power need by working as
assistant to the CEO of a fortune 500 company, but this small taste of
power may not sufficiently satisfy her need, & so she may strive for her
own decision making position in the company.

 New Needs Emerge as Old Needs are Satisfied

Example: A man who has satisfied his basic psychological needs may
turn his efforts to achieving acceptance among his new neighbors by
joining the political clubs & supporting their candidates. Having
achieved acceptance, he then may seek recognition by giving lavish
parties or making large charitable contributions

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Success & Failures Influence Goals
Individuals who successfully achieves their goals usually set
new & higher goals for themselves; that is, they raise their
levels of aspiration. Success Make them more confident of
their ability to achieve higher goals

Example: A person who takes good snapshots with an

inexpensive camera may be motivated to buy a more
sophisticated camera in the belief that it will enable her to
take even better photographs

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Arousal of Motives
Most of an individual’s specific needs are hidden much of the
time. The arousal of any particular set of needs at a specific
point in time may be caused by internal stimuli found in the
individual’s physiological condition, emotional or cognitive
processes, or by stimuli in outside environment

 Physiological Arousal
 Emotional Arousal
 Cognitive Arousal
 Environment Arousal

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 Physiological Arousal: Bodily needs at any one specific
moment in time are rooted in individual physiological
condition at that moment.
Example: A drop in blood sugar level will trigger awareness of
a hunger need. Television programs often generates
physiological arousal in viewers that affects the impact of
resulting commercials

 Emotional Arousal: Sometimes daydreaming results in the

arousal of the latent need.
Examples: A young women who dreams of becoming a
successful business leader may enroll in graduate business
school. A young man who dreams of becoming a novelist may
signup for a writing workshop

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 Cognitive Arousal
Sometimes, random thoughts or personal achievement can lead to a cognitive
awareness of needs
Example: Long distance telephone company advertising campaigns that stress
the low cost if international long-distance rates

 Environmental Arousal:
The set of needs activated at a particular time are often determined by specific
cues in the environment. Without these cues the needs might remain hidden.
Example: The sight or smell bakery goods, fast food commercials on television,
the end of school day-all of these may arouse the ‘’need’’ for food. A man may
suddenly experience a ‘’need’’ for a new car while crossing showroom

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Goal Setting
 Goals should be reasonably attainable
 In Advertisement goals setting it should not promise more
than the product will deliver. Even a good product will not
be repurchased if its fails to live up to consumer
expectations
 Advertisers who create unrealistic expectations for their
products are likely to cause dissatisfaction among the
consumers

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Types & System of Needs

 Diversity of Need Systems

Every individual had the basic set of needs, but only differ
in their priority ranking of these needs. These priorities are
due to personalities, their experiences, their environments
and so forth.
 Hierarchy of Needs
 An Evaluation of the Need Hierarchy
 A Trio of Needs

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Maslow Hierarchy of Human Needs

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Explanation of Maslow’s
 Individuals buy houses, food, clothing to satisfy
physiological needs; they buy insurance & radial tires to
satisfy safety and security needs. Almost all personal care
products (cosmetics, mouthwash, shaving cream) are
bought to satisfy social needs. Luxury products such as
jewels ,or big cars often bought to fulfill ego needs, college
training & financial services are sold as ways of achieving
self-fulfillment.
 Maslow’s need hierarchy has been called an ‘’emotional
trigger’’ that enables marketers to communicate with their
target audience on a personal, meaningful level that goes
beyond product benefits.

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Application of Maslow’s

 Segmentation Applications: Specific advertising

appeals directed to individuals on one or more need levels.
E.g. soft drinks ads directed to teenagers often stress a social
appeal by show group of people sharing good times as well as
advertised product
 Positioning Applications: It is often used as a basis of
deciding how the product should be perceived by prospective
consumers. E.g. Safety is a continuing need. Wox Wagon
manufactures of Luxury Cars use Status, Self-actualizing &
social appeal

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Versatility of the Need Hierarchy: The usefulness of
need hierarchy in designing promotional programs is to
show how workable appeals for a single product can be
developed from each level.
Example: A Treadmill equipment defines appeal to
physiological needs would show how the home exercise
unit can improve body tone & health; Safety appeal how
the equipment is for home (and solo) use. A Social appeal
might show how much fun it can be to exercise with family
or friends. Self Esteem would show appeal such as ‘’be
proud of your body’’. Finally an appeal of Self Actualization
may suggests to career couples that they deserve the luxury
of home exercise after long and challenging workday.

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A Trio of Needs

A trio of basic needs are the needs for Power, affiliation,&

achievement. These needs can each be subsumed with
Maslow’s need considered individually, how however they
each have a unique relevance to consumer motivation.

Need of Power: This need is closely related to ego need,

many individuals experience increase self esteem when they
exercise power over objects or people. A number of products
such as automobiles, lend themselves to promises of power
or superiority for users. Need for power can subsumed under
Maslow’s safety need.

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Need of Affiliation:
The affiliation needs suggests that behavior is highly influenced by the
desire for friendship, for acceptance for belonging. People often select
goods they feel will meet the approval of friends. E.g. Teenagers who
hangout in malls often do so more for the satisfaction of being with
others that for making purchases. This need is very similar to Maslow’s
social need.

Need of Achievement:
It is closely related with egoistic & self-actualization need. People with a
high need for achievement tend to be more self-confident, enjoy taking
risks & very interested in feedback (self evaluation for own competence)
These people are often presented with innovative products

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Development of Motivational Research

 Motivational Research
 Limitations of Motivational Research
 Uses of Motivational Research

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Motivational Research

Motivational research identifies the consumer

underlying feelings, attitudes & emotions
concerning product, service, or brand use.
Example of Ice Cream: It is associated with love &
affection. It derives childhood memories, when it
was given to a child for being ‘’good’’ and withheld
as an instrument of punishment. People refer to
ice cream as something to they ‘’love’’ to eat.

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Limitations of Motivational Research

 Intensive nature of qualitative research, small

sample size
 Analysis of projective tests & depth interviews was
highly subjective
 Every research have their own set of explanations
& experiences

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Uses of Motivational Research
 Its principle use today is in the development of
new ideas for promotional campaigns which then
penetrate in consumers' mind by appealing to
unrecognized needs.
 It provides marketers with a basic orientation of
new product categories & enables to explore
consumer reactions to ideas and advertising copy
at early stage so that costly errors can be avoided
 It provided marketers new ways to present their
products to the public

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How People Deal with Unfulfilled
Motives using Defense Mechanism
Defense mechanism: People adopt to protect their ego’s
from feelings of failure when they do not attain their goals.

Example: A person who prefer but can’t afford a world tour

can compromise on less expensive vacation trip. The
person who cant cope may react with anger towards boss
for not paying enough money for desired vacation which he
preferred (Aggression= Protect their self Esteem) or may
convince himself that it was unreasonably expensive for
himself this year (Rationalization = Goals really not worth
pursuing)

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Consumer Personality
 Learning Objectives
 How personality reflects consumers’ inner
differences
 Views of various theories explaining the impact of
personality on Consumers’ Attitudes & Behavior
 How Personality reflects consumers’ responses to
product & marketing messages
 How marketers seek to create brand personalities-
like traits.
 How Products & Services Enhances consumers
self-Image
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Understand how personality reflects consumers’
inner differences.

 Personality

 The Nature of Personality

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Personality
 Personality is defined as those inner psychological
characteristics that both determine and reflect how a
person responds to his or her environment

 Personality influences the individual product choices &

even certain brand choices. The consumer response to a
firm’s promotional efforts, and when, where, & how they
consumer particular products or services. For marketers
its highly useful with regards to consumer personality
characteristics for the development of a firm market
segmentation strategies.

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Continue…
 Examples: Tiffany's (famous jewelry & gift retailer)
appeal to individualism (headline: ‘’Every women has a
signature’’)
 Clairol Ultress (hair color) appeal to the inner self
(headline: “New Ultress lets express your inner
 Samsara’s (fragrance) appeal to confidence
(headline: “A look inside. Serenity born of confidence”)

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Nature of Personality
 1-Personality reflects individual differences:

Many people can be described as “High” in sociability while
others can be described as “Low” in sociability. It enables
marketers to categorize consumers into different groups on
the basis of a single trait or a few trait

 2-Personality is Consistent & Enduring:


Individual’s personality showing consistent, consumption
behavior often varies because of psychological, socio-
cultural,& environmental factors affecting behavior. If an
individual personality is stable, the specific needs or
motives, attitudes, reactions or group pressures, and even
responses to newly available brands may cause a change
in the person’s behavior
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 3-Personality can Change:

Individual’s personality may be altered by major life
events, such as the birth of a child, the death of loved
one, a divorce, or a major career promotion. An
individual’s personality changes not only in response to
unexpected events, but also as part of a gradual
maturing process

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Views of various theories explaining the impact of
personality on Consumers’ Attitudes & Behavior

 Freudian Theory

 Neo-Freudian Theory

 Trait Theory

 ‘’These Theories played a prominent role in the

study of the relationship between consumer behavior
& personality’’

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Freudian Theory
 This theory was built on the unconscious needs
or drives, especially sexual & other biological
drives, are the heart of human motivation and
personality

 Id: It is the basic physiological needs such as thirst &

hunger for which seeks immediate satisfaction
without concern for the specific means of satisfaction

 Super Ego: Its role is to see that the individual

satisfies needs in a socially acceptable fashion

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 Ego: The ego is individual conscious control. It
provides balance between Id & Super ego

 Freudian theory & Product personality

 People are usually unaware of their true reasons for
buying what they buy
 One appearance –how well groomed one ism what
one wears, carries and displays – are taken to reflect
the individual’s personality

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Neo-Freudian Personality Theory


 Believe that social relationships are fundamental
to the formation and development of personality

 Complaint: Individuals are those who move towards

others (they desire to be loved, wanted & appreciated)
E.g. Slogan of Starter Sports Wear Product‘’Its about
Team’’ targets directly to the complaint individuals

 Aggressive: Individuals are those who move against

others (they desire to excel and win admiration)
 E.g. “Old Spice’’ because of its masculine appeal

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 Detached: Individuals are those who move away from
others ( they desire independence, self-reliance, self
sufficiency & freedom from obligations)
 E.g.: Students who scored high in self reliance –
who preferred to do things independently of others.
Such persons were less likely to be very brand loyal &
more likely to try different brands

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Trait Theory
 Trait theory quantitatively measure personality in
terms of specific psychological characteristics called
traits

 Trait – How an individual differs from another

 Personality tests conducted on single-trait personality

which involves consumer innovativeness, consumer
susceptibility, consumer materialism & consumer
ethnocentrism

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Soup and Soup Lover’s Traits
 Chicken Noodle Soup  Vegetable Soup Lovers
Lovers
 Watch a lot of TV
 Enjoy the outdoors
 Are family oriented  Usually game for
 Have a great sense of trying new things
humor  Gardening is often a
 Like daytime talk shows
favorite hobby
 Tomato Soup Lovers
 Passionate about reading
 Love pets
 Like meeting people for
coffee

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Personality reflects consumers’ responses to
product & marketing messages

 Customer Innovativeness

 Cognitive Personality Factors

 Consumer Materialism

 Consumer Ethnocentrism

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 Customer Innovativeness
 Customer Innovativeness: How receptive consumers are
to new products & services. This personality trait gives
insights about consumer’s willingness to innovate

 Dogmatism: It’s a trait which measures the degree of

rigidity which consumers display towards unfamiliar &
toward information contrary to their own established
beliefs. Consumer who are low in dogmatism prefer
innovative products for benefits. Highly dogmatic
consumers prefer ads for new products & services that
contain authoritative appeal i.e. celebrities & experts used
for non-innovators to accept innovation.

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Customer Innovativeness

 Social Character: Consists of Inner (inner

Values) & Outer Directedness consumer. Inner
directedness rely on their own inner values in evaluating
new products & are likely to become consumer
innovators->personal benefits. Outer Directedness (tend
to look to others direction & less likely to be consumer
innovators->social acceptance)

 Optimum Stimulation Level: Consumers

with more willingness to take risks, to try new products,
to be innovative, to seek purchase info

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 Cognitive Personality Factors
 Visualizers v/s Verbalizers: Visualizer are those
consumers who prefer visual information and products
stress the visual. Verbalizers are those who consumers
who prefer written or verbal information and products

 Need for Cognition: A person’s craving for enjoyment

of thinking. Consumers who have high NC prefers ad
that is rich in product-related information & those
consumers who have low NC are attracted to the
background of an ad, such as an attractive model or
well-known celebrity

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Consumer Materialism

 Consumer Materialism: Consumer who especially

value acquiring & showing-off possessions. They are
self-centered & selfish. They got desire to have lots of
things rather then simple lifestyle. Possessions doesn’t
lead to greater happiness. E.g. Sports Car &
Diamonds

 Fixated Consumption Behavior: Those consumers

who do not keep their objects or purchases of interest
a secret; rather, they share a similar interest

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 Compulsive Consumption Behavior: Consumer who
are compulsive have an addiction, abnormal behavior,
in some respects out of control & their action have
damaging consequences to them and those around
them
 Those consumers who comes under the category of
uncontrollable gambling, drug addiction, alcoholism, &
various food and eating disorders

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 Consumer Ethnocentrism

 Consumers who are receptive to foreign made products

 CETSCALE is to identify consumers with a tendency to

accept (or reject) foreign-made products.

 Consumers who are highly ethnocentric are likely to feel

that it is inappropriate or wrong to purchase foreign
made products because of the economic impact on the
domestic economy, whereas non-ethnocentric
consumers tend to evaluate foreign made products
more objectively for their extrinsic characteristics

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Brand Personality
 Personality-like traits associated with brands
 Provides an emotional identity to a brand & triggers consumer to
respond with feelings & emotions towards the brand

 E.g. Nike as in athlete in all of us, BMW is performance driven &

Limca as representing Freshness

 Strong, positive brand personality leads to more favorable

attitudes towards the brand in-terms of Brand preference, brand
purchase intentions, brand loyalty & brand differentiation among
competitive brands

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A Brand Personality Framework

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Brand Personification
 Recast consumers’ perception of the attributes of a
products or service into a human-like character.

 Consumers express their inner feelings about

products or brands in terms of their association with
known personalities

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Products & Services Enhances Consumers Self-Image

 Actual Self Image: How consumer in-fact see

themselves. Dealing with household products consumer
like to be guided by actual self image. Every household
products

 Social Self Image: How consumers feel others to see

them. For some socially enhancing products consumer
like to be guided by social image

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 Products & Services Enhances Consumers Self-Image

 Marketers can segment their markets on the basis of

relevant consumer self-images. Such strategy is fully
consistent with the marketing concept in that the
marketer first assess the needs of a consumer
segment (with respect to product category & self
image) then proceeds to develop and market a
product or service that meets both criteria

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Discussion Questions
 Pick three of your favorite food brands.

 Describe their personality. Do they have a gender?

What personality traits do they have?

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