The Concept of Motivation

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 Motivation

“A person is said to be motivated when his or her system is

energized (aroused), made active and behavior is directed
towards a desired goal”.

Buying
Ability Opportunity Motivation
Behavior

Motivation can also be described as the driving force

within individuals that impels them to action.

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 Components of Motivation
Internal
Buying
Motivation Need Incentives
Behavior
External

- Motivation refers to the states within a

person that drives behavior toward
some goals. - MORGAN AND KING

- Motivation is the driving force within

individuals that impels them to action.

- Motivation is derived from the Latin

word ‘movere’ which means ‘to move’
or ‘to energize’ or ‘to activate’.
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 Model of the Motivation Process:

Learning

Unfulfilled needs, Tension Drive Behavior Goal or Need

wants & desires fulfillment

Cognitive Processes

Tension

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 Needs:

Needs are distinguished from wants because a deficiency would cause a clear negative outcome, such as
dysfunction or death.
Needs can be objective and physical, such as food and water, or they can be subjective and psychological, such
as the need for self-esteem.

Types of Needs:

Innate Needs Acquired Needs

Learned in response to our culture or

Physiological (or biogenic) needs that
environment.  Are generally psychological
are considered primary needs or motives
and considered secondary needs

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 Goals

A goal or objective is a projected state of affairs that a person or a system plans or intends to achieve—a
personal or organizational desired end-point in some sort of assumed development. It is the sought-after results
of motivated behaviour.

Types of Goals:

Generic Goals Product Specific

Goals

General categories of goals that Specifically branded products or

consumers see as a way to fulfil services that consumers select as
their needs. their goals.

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 Selection of Goals: Types of Motivation:

The goals selected by an individual depend on their: 

• Personal experiences  Aims at controlling the
• Physical capacity  Negative negative efforts of the
• Prevailing cultural norms and values  Motivation work and seeks to create
• Goal’s accessibility in the physical and social environment a sense of fear for the
worker, which he has to
suffer for lack of good
Dynamic Nature of Motivation: performance.
Positive
Motivation Response which
• Needs are never fully satisfied includes enjoyment
• New needs emerge as old needs are satisfied and optimism about
• People who achieve their goals set new and higher the tasks that you are
goals for themselves involved in.

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 The Nature of Motives
Motive is an inner state that
mobilizes bodily energy and
directs it in selective fashion
toward goals usually located in
the external environment. Motives
involve two major components.
Types of Motives
• A mechanism to arouse bodily energy
• A force that provides direction to that bodily
energy
• Rational – Selection is based on objective
criteria
• Emotional – Selection is based on personal
and subjective criteria
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 To arouse and direct the behaviour
of consumers.

The Role In their directive role, motives

have several important functions
of Motives for guiding behaviour.
• Defining basic strivings
• Identifying goal objects
• Influencing choice criteria
• Directing other influences

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 Major Types of Buying Motives
#1. Utility #2. Fear #3. Desire of Money #4. Love or Affection

#5. Pride #6. Fashion #7. Health #8. Possession

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Maslow’s Theory of Needs

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 MCGUIRE
THEORY OF
MOTIVATION

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 COGNITIVE AFFECTIVE

MODE OF MOTIVATION

PRESERVATION GROWTH

MOTIVE FOCUS

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COGNITION PRESERVATION
MOTIVES

Need for consistency

(Active, Internal)

Need for Attribution

(Active, External)

Need to Categorize
(Passive, Internal)

Need for Objectification

(Passive, External)
COGNITION GROWTH
MOTIVES

Need for Autonomy LIMITED

(Active, Internal) EDITION

Need for Stimulation

(Active, External)

Teleological Need
(Passive, Internal)

Utilitarian Need
(Passive, External)
AFFECTIVE PRESERVATION
MOTIVES

Need for Tension

Reduction

Need for Expression

(Active, External)

Need for Ego Defense

(Passive, Internal)

Need for Reinforcement

(Passive, External)
AFFECTIVE GROWTH MOTIVES

Need for Assertion

(Active, Internal)

Need for Affiliation

(Active, External)

Need for Identification

(Passive, Internal)

Need for Modeling

(Passive, External)
 COGNITION
COGNITION
PRESERVATION
GROWTH
MOTIVES
MOTIVES

Need for We want things to make sense

A constant marketing mix Need for
consistency Elegance for high end luxury products Autonomy To be in control and have self-worth
•Evident in culture – marketers use culture to
(Active, (Active, respond to their needs
Internal) Internal) (e.g. independence in Western/belonging in Asian)

Need for Externally or internally, but we determine who

or what caused events Need for Need for novelty
Attribution
•Attribution theory – makes consumers weary Stimulation • We like variety and change
(Active, •Brand switching and impulse purchasing
to advertising; attribute a purchase motive to (Active,
External) advice given by an advertising message (tend to
discount the weight of this advice) External)

Need to Establish frames of reference

Categorize Teleological Teleological need

(Passive, Need • We want things to go the way we think they wil

Internal) (Passive,
Internal)

Need for Utilitarian need

Objectification Utilitarian • Learn new information to solve problems
Symbols and clues to help us make meaning •Sources of learning for future decisions as well as
(Passive, Need for current use
External) (Passive,
 AFFECTIVE AFFECTIVE
PRESERVATION GROWTH
MOTIVES MOTIVES

Need for Need for o increase self-esteem; enhance the way others
Need for tension reduction Assertion
Tension • Look to reduce stress and have leisure
see them
Reduction (Active,
Internal)

Need for
Need for
Expression how others our identity and self-concept Need for affiliation
Affiliation
(Active, •Products that allow consumers to express their • Have social relationships
identity; products have symbolic meanings and (Active, •Group membership essential
External) are ‘conspicuously’ consumed External) •Affiliation based themes in advertising

Need for Ego Need for

Protect our self-concept or ego (important social
Defense motive) Identificatio Need for identification
• Adopting new roles
(Passive, •CapitaliSe on insecurity; reliance on well-known n •Marketers encourage consumers to assume new
products to avoid any (Passive,
Internal) roles and position
change of making a socially incorrect purchase
Internal) products as critical for certain roles

Need for Need for reinforcement

Need for eed for modelling
Reinforcement • Act in ways that will be rewarded • Copying others behaviour with our own
•Basis for operant/instrumental learning Modeling •Use by showing desirable types of individuals
(Passive,
(Passive, using their brands
External)
External) •Appeal to middle-class consumer
 Involvement of Consumer

• Involvement is defined as a psychological state that motivates people to be more aware and careful
about persons/objects/situations.
• Involvement creates within consumers an urge to look for and think about the product/service
category and the varying options before making decisions on brand preferences and the final act of
purchase.
• Consumer Involvement refers to the depth of interest in a product or service displayed by
consumers through their behavior and approach.
• Involvement of consumers while makes purchase decisions varies across persons, across
product/service offerings in question as well as purchase situations and time at hand.
 Level of Consumer Involvement:

Medium
High Involvement Low Involvement
Involvement

Lengthy decisions Simple decisions Habitual decisions

 Purchase Involvement

• Purchase involvement refers to the “level of concern for or interest in the

purchase process, once the purchase process has been triggered by the need
to consider a particular purchase”.

• Purchase involvement is influenced by current external variables which

include the product, situation, and communication. It is also influenced by
past external factors such as enduring, ego, central values. Thus, purchase
involvement reflects the time, thought, the as well as, the energy that
consumers dedicate to the process of purchasing a given product.
 Factors Influencing Purchase Involvement

The factors influencing purchase involvement includes :

The consumer and his Product or service to be

personal characteristics  purchased

Situation