Subject

1. Consumer Motivation
CHAPTER
FOUR

2. 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.
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3. Motivation as a Psychological Force
• Motivation is the
driving force within
individuals that impels
them to action.
• Needs are the essence
of the marketing
concept. Marketers do
not create needs but
can make consumers
aware of needs.
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4. Model of the Motivation Process
Figure 4.2
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5. Types of Needs
• Innate Needs
– Physiological (or biogenic) needs that are
considered primary needs or motives
• Acquired Needs
– Learned in response to our culture or
environment. Are generally psychological and
considered secondary needs
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6. 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
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7. 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
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8. 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?
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9. Motivations and Goals
Positive
• Motivation
• A driving force
toward some object
or condition
• Approach Goal
• A positive goal
toward which
behavior is directed
Negative
• Motivation
• A driving force away
from some object or
condition
• Avoidance Goal
• A negative goal from
which behavior is
directed away
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10. Blogger’s Motivation - Table 4.1 (excerpt)
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Construct Items
Blogging for
self-
expressing
I use my blog to free my mind when I am moody.
I express myself by writing in my blog.
My blog is the place where I express what I feel.
Blogging for
life
documenting
I use my blog as my diary to document my life.
By writing text and posting video/audio files, I keep a record of my life.
Blogging for
commenting
I’m willing to comment on what other bloggers say.
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
forum
participating
Blogging helps me to make more like-minded friends.
In my blogroll I have friends with whom I can share things.
By blogging I interact with a set of blogs that have contents similar to
what I put in my blog.
Blogging for
information
seeking
Blogging helps me extract information behind events that interest me.
Blogging helps me explore more information about products and/or
services.
To me it is convenient to search for information by blogging.
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11. Rational versus 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
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12. Discussion Questions
• What products
might be purchased
using rational and
emotional motives?
• What marketing
strategies are
effective when there
are combined
motives?
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13. 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
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14. 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
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15. Frustration
• Failure to achieve a goal may result in
frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.
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16. Defense Mechanisms- Table 4.2 (excerpt)
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Chapter Four Slide
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.
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17. Arousal of Motives
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
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18. How Does This Ad
Arouse One’s Needs?
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19. The Ad Is Designed to Arouse One’s Yearning
for an Adventurous Vacation by Appealing to
the Sense of Touch
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20. 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
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21. Types and Systems of Needs
• Henry Murray’s 28 psychogenic needs
• Abraham Maslow’s hierarchy of needs
• A trio of needs
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22. Murray’s List of Psychogenic Needs
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Needs Associated
with Inanimate
Objects
Acquisition
Conservancy
Order
Retention
Construction
Needs Reflecting
Ambition, Power,
Accomplishment,
and Prestige
Superiority
Achievement
Recognition
Exhibition
Infavoidance
Needs Connected
with Human
Power
Dominance
Deferrence
Similance
Autonomy
Contrariance

23. Murray’s List of Psychogenic Needs
(continued)
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Sado-Masochistic
Needs
Aggression
Abasement
Needs Concerned
with Affection
between People
Affiliation
Rejection
Nurturance
Succorance
Play
Needs Concerned
with Social
Intercourse
Cognizance
Exposition

24. Maslow’s Hierarchy of Needs
Figure 4.10
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25. To Which of Maslow’s
Needs Does This Ad Appeal?
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26. Both Physiological and Social Needs
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27. To Which of Maslow’s
Needs Does This Ad Appeal?
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28. Egoistic Needs
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29. To Which of Maslow’s
Needs Does This Ad Appeal?
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30. Self-Actualization
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31. Discussion Questions
• 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?
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32. 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
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33. Power And Achievement Needs
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34. Measurement of Motives
• Researchers rely on a
combination of
techniques
• Qualitative research is
widely used
• Projective techniques are
often very successful in
identifying motives.
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35. Qualitative Measures of Motives
Table 4.7 (excerpt)
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• This method, including the tool termed
ZMET, was discussed in detail in Chapter 2.
• DuPont used this method to study women’s
emotions regarding pantyhose.
METAPHOR
ANALYSIS
• This method consists of having customers
tell real-life stories regarding their use of
the product under study.
• Kimberly-Clark used this method to develop
pull-ups.
STORYTELLING
• In this method, respondents are presented
with words, one at a time, and asked to say
the first word that comes to mind.
WORD ASSOCIATION
AND SENTENCE
COMPLETION

36. 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
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37. 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
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