This document discusses consumer motivation and different theories that explain it. It explains that motivation comes from biological, emotional, rational, and social forces that direct behavior toward goals. Consumer motivation theories covered include Maslow's hierarchy of needs, which arranges needs into 5 levels from basic physiological needs to self-actualization; Thorndike's law of effect, which states consumers are motivated to buy products with positive results and avoid negative ones; and Alderfer's ERG theory, which categorizes needs into existence, relatedness, and growth. The document provides examples of how each type of motivation influences consumer purchases.

1. Chapter 4
Consumer Motivation
Sharq Institute of higher
Education
Najeebhemat

2. MEANING OF MOTIVATION :
Motivation is derived from the Latin word
‘movere’ which means ‘to move’ or
‘to energize’ or ‘to activate’.
Motivation refers to the states within a person or
animal that drives behavior toward some goals.

3. Consumer Motivation
 Motivation is the biological, emotional,
rational, and/or social force that activates and
directs behavior.
 Which forces motivate consumers to buy?
 In consumer Behavior can say that motivation
directed and move people to buy something.

4. Biological
 The most basic motivation
 these needs are related to the human need for
survival such.

5. Emotional
 Love, sympathy, joy, comfort, anger, fear,
affection motivate the consumer to do things
that are pleasurable or that protect them.
 both motivation and emotion direct behaviors
to do some something.
 In consumer behavior we are motivated
emotional to buy something.

6. Rational
 When the consumer considers convenience,
cost savings, safety, warranties, ease of
purchase, etc.
 Than the consume will be motivated to buy
the goods/services.

7. Social
 Peer pressure, parents, and guardians can
be a strong motivator.
 Celebrities also influence the consumer in the
form of celebrity endorsements eg. Clothing,
food, drinks….

8. Other theories
 Thorndike’s Law of Effect
 Consumers are motivated to
 buy products that produce positive results
(pleasure, safety, etc.)
 avoid buying things that produce negative
results (economic cost, emotional cost,
inconvenience)
 If the product having positive result they will try
to buy it and if the product having negitive result
they wont buy it at all.

9. Other theories
 Alderfer’s ERG Theory
 Consumers are motivated to fill 3 categories of
needs
 Existence Needs
 Relatedness Needs
 Growth Needs
 Organized in a hierarchy – people must satisfy the
most basic needs (existence) before moving up
 Remind you of anything?
G
R
E

10. Other theories
 Maslow’s Hierarchy of Needs

11. Back to the list
 Take a look at each of the 10 items you
bought
 Categorize each according to
 The motivational force(s) that caused you to buy it
 Biological, emotional, rational, social
 The theory that best explains why you bought it
 Thorndike, Alderfer, Maslow

12. MASLOW’S NEED THEORY
 Needs arranged
 5 levels of needs
 Satisfaction of basic needs leads to the second
level, then moving on to the third, fourth and
ultimately the topmost level.

13. NEEDS
 1. Biological and Physiological needs - air, food,
drink, shelter, warmth, sex, sleep.
 2. Safety needs - protection from elements,
security, order, law, stability, freedom from fear.
 3. Love and belongingness needs - friendship,
intimacy, trust and acceptance, receiving and
giving affection and love. Affiliating, being part of
a group (family, friends, work).

14.  4. Esteem needs - achievement, mastery,
independence, status, dominance, prestige,
self-respect, respect from others.
 5. Self-Actualization needs - realizing
personal potential, self-fulfillment, seeking
personal growth and peak experiences.

15. Motivation - Maslow’s Hierarchy of Needs

16.  Thank you.