This document discusses consumer motivation and factors that influence it. It defines motivation as activity directed towards a goal to satisfy a need. Maslow's hierarchy of needs and drive theory are described as models of motivation. Freudian symbolism theory holds that unconscious recognition of symbols can motivate consumers. Several advertisements are analyzed for their use of phallic and yonic symbols from Freudian theory and how this may unconsciously motivate consumers. Competitors in different industries are discussed regarding their use or avoidance of such symbolic techniques.
2. What we’re talking at today...
‣ Definitions of Consumer Motivation
‣ Factors affecting Motivation
‣ Consumer Motivation Models
‣ Freudian Symbolism
‣ How Freud’s theory’s can be used by marketers and the benefits of his
ideals in advertising
‣ Take a look a three different advertisements who have Freud’s
Symbolism and;
‣ look at their marketing objectives
‣ Their competitors actions
3. Defining Consumer Motivation
‣ ‘Motivated behavior is activity that is directed towards the attainment of
a goal or an objective.’ (Markin 1977)
‣ ‘Motivation refers to the processes that cause people to behave as they
do. From a psychological perspective motivation occurs when a need is
aroused that the consumer wishes to satisfy.’ (Salmon et al 2006)
‣ It is said a tension is created within the consumer, once the need has
been activated, then the desired product/service is then needed to
reduce this tension. (Salmon et al 2006)
4. Four Main Factors of Motivation
Advertising
‣Creates awareness
‣Advertising can either describe the product or appeal to consumers
desire for adulation, beauty or affection
‣Consumers could become loyal to the brand
Safety
‣Main example food and cars
‣Good selling point
‣Cars with poor reviews have poor sales
5. Motivation Factors Continued
Unconscious Choice
‣Manipulative elements
‣Seductive lighting
‣balanced with conscious choice of price
Culture
‣Determined by individual background
‣Main Examples; Clothes and Food
6. Product Attributes
‣ Individuals tend to have certain priorities when it comes to buying a new
product.
‣ The majority will consider a low price as favorable rather than the quality
of the product.
‣ Qualities such as ‘good customer service’ are low on the list of priorities,
yet is still something people consider when purchasing.
8. Maslow Hierarchy of Needs Continued
This theory assumes that
1. People acquire a similar set of motives through genetics and social
interaction.
2. Some motives are more basic than others.
3. Basic motives must be satisfied before others are activated.
4. Once these basic motives are satisfies, other motives surface.
9. Drive Theory
‣ Drive theory focuses on biological needs e.g. stomach rumbling, which
then creates tension.
‣ We are then motivated to reduce tension.
‣ Tension reduction > basic mechanism governing human behavior
‣ In a marketing context ‘tension’ refers to the unpleasant state that exists
if a persons consumption needs are not fulfilled. This state then activates
goal oriented behavior which attempts to reduce the unpleasant state
and return to a balance called homeostasis.
‣ Criticisms are that Drive Theory struggles when it becomes contradicted
e.g. someone is able to delay gratification.
10. Benefits to companies
Knowing what motivates a consumer would help companies;
‣Communicate with their customers in ways that emphasize the most
valued attributes
‣Target the weaknesses of competitive products
‣Design new products that better meet the needs of customers
‣Target different products towards the customers that most value their
attributes
11. Freud Symbolism
‣ Freud Symbolism theory suggests that people unconsciously recognise,
and identify objects in a crude manner
‣ According to authors who have reviewed Freud’s Work, humans harbor
a primal mode of symbolic expression which is unconscious in nature.
‣ His study showed companies that science contributes in a big part in
advertising & marketing, in the sense that seductive imagery will
deliberately target our human senses (footalk, 2005)
‣ Today many adult products/services adverts consist of yonic and Phallic
symbols that automatically arouses individuals, which then temps &
motivates them to make purchase (Ruth 1990)
‣ Advert designers have used this tactic for years to promote/sell a
product or service as these subconscious images affect our attitudes &
behaviors (Ruth & Mosatche 1985)
12. Freudian Symbolism Used by Marketers
‣ The uses of freudian symbolism such as phallic and yonic symbols can
be found in adverts
‣ Freud suggests that the use of such symbolism triggers an unconscious
recognition which can be found sexually arousing
‣ This arousing affect can motivate an observer, with the end result being
recognition of a brand
‣ Freudian symbols when placed in a product may also motivate the
consumer to purchase that particular product
‣ Freud believed that these symbols are universal, unlearned and that
they transcend cultures
14. Budweiser Ad, with Freud’s Symbolism
‣ In this advertisement, it is obvious that Freud’s symbolism is still taking
place in today’s advertising.
‣ The advertisements that are in the beer market is targeted at men.
‣ Is this image you can see the woman holding the bottle in a suggestive
way.
‣ According to Freud’s theory this is a symbol.
‣ The promotional objectives in this advertisement are quite simply to
grab the attention of their target market – men.
16. Another Ad which Features Freud’s
Symbolism
• http://www.youtube.com/watch?v=X5pqM4kEsVk
17. Continued
‣ This advert was for the new Maybelline colour sensation lipstick
released in December 2012
‣ promotional objects: The objective of this advert is is to promote
awareness of Maybellines new colour sensation lipstick product
‣ it uses the message “fall in love with colour”
‣ Medias used: television adverts and out door advertising is used
heavily for the cosmetic market (?!)
‣ Maybellines target audience is 16-25
18. Continued
‣ This advert is not overtly sexual but you can still
recognise elements of freudian symbolism
‣ Mainly in the way the lipstick is presented, it can be
seen as a phallic symbol
‣ Following Freud's symbolism theory the use of
phallic symbols in a lipstick advert, which is mainly
aimed at females between the ages of 16-25 can be
to cause an element of arousal
‣ The arousal caused is used as a motivational device
19. Continued
‣ Maybelline is a global brand, it is the cosmetic leader in over 90
countries
‣ Freud's Symbolism is universal it doesn’t depend on cultures as it is not
learnt behaviour .
‣ This could be a reason why global brands such as Maybelline use
Freud's symbolic theory in their adverts
20. What is the competition doing?
http://www.youtube.com/watch?v=K51vV8x8gZ8
‣L’oreal – competitor of Maybelline
‣Also uses phallic symbols like Maybelline do
‣However, their adverts seems to be more forceful and obvious
‣After looking across the market of cosmetics, we noticed that this is a
common tactic all brands use.
21. Analysis of another Ad with Freudian
Symbolism
‣ This is an obvious example
of Freud’s theory of objects
with ‘BK Super Seven
Incher’
‣ Created for a Singapore
branch for the franchise of
BK, it was only run in
Singapore not in any other
market BK is in.
‣ The ad caused a ‘firestorm’
across the US on FOX
news.
22. Continued
‣ A BK rep assured it that the chain “values and respects all of its
guests”—and, incidentally, that the ad “generated positive consumer
sales” in its market.’ (Klara, R)
‣ The promotional objectives; to create awareness of the new burger the
‘BK seven incher’. This was done through the use of an innuendo,
playing on both text and imagery
‣ The target market for this Ad was adults who would be aware and be
able to understand the pun. It was not aimed at the younger market,
due to the adult content, as well as the exact product being promoted.
‣ This was aimed to a small market within Singapore, for a short time
period. It was not created by Burger Kings Advertising Agency and was
out of the corporations control.
23. BK’s Competitors
‣ Who are the competitors?
‣ McDonalds
‣ KFC
‣ Are they adopting a similar approach?
‣ Print media is heavily used by all three of the fast food giants.
‣ It is largely used for short term promotional offers for example when
McDonalds have a different burger, from around the world, on each week
of the month.
‣ Freudian symbolism is not use much competitors in the fast food market.
‣ This due to a large proportion of their target market are under the age of
18.
‣ Therefore this type of ‘suggestive’ advertising would not be deemed
appropriate, which BK found out with the Singapore ad.
25. What we have looked at today...
‣ The concept of consumer motivation
‣ Motivation Models; Maslow and Drive theory
‣ Freudian Symbolism, his theories
‣ How this is utilised by marketers
‣ Taken a look at three advertisements and evaluated them who have
freudian symbolism with in them
‣ Their marketing objectives and the competition they face
26. References
- Michael R. Solomon, Buying, Having and Being. 7th edition.
- Xaxx, J. (2013) ‘What factor is most important in motivating a consumer’ Available form;
http://smallbusiness.chron.com/factor-important-motivating-consumer-24743.html Jagg Xaxx (date accessed
20/10/13)
- Coppock, D S. (2003) ‘Consumer Motivation’ Available From; http://
www.information-management.com/news/6553-1.html (date accessed 20/10/13)
- Klara, R. (2012) ‘Advertising Shock Troops for Consumers, it’s a not-so-fine line between love and disgust’
[WWW], Available From: http://www.adweek.com/news/advertising-branding/advertisings-shock-troops-138377
[Accessed 31/10/13]
- Salomo, M. Bamossy, G. Askegaard. Hogg, M K. (2006) ‘Consumer Behavior; A European Prospective’ ,
England, Pearson
