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Consumer Behavior Chapter 4
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Copyright 2007 by Prentice Hall
Consumer Behavior,Ninth Edition
Schiffman & Kanuk
Chapter 4Consumer Motivation
Copyright 2007 by Prentice Hall 4 - 2
Chapter Outline
• Model of the Motivation Process
• Goals
• Motives
• Needs
• Motivational Research
Copyright 2007 by Prentice Hall 4 - 3
Needs and Motivation
• Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.
• Motivation is the driving force within individuals that impels them to action.
Copyright 2007 by Prentice Hall 4 - 4
Figure 4.1 Model of the Motivation Process
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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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Is a body spray an innate or
acquired need?
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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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Figure 4-2aGoals Structure for Weight Control
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Figure 4-2bGoals Structure for Weight Control
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Figure 4-2cGoals Structure for Weight Control
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Weight Control Giants
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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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Discussion Question
• 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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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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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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Discussion Question
• What products might be purchased using rational and emotional motives?
• What marketing strategies are effective when there are combined motives?
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The Dynamic Nature 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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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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Frustration
• Failure to achieve a goal may result in frustration.
• Some adapt; others adopt defense mechanisms to protect their ego.
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Defense Mechanism
• Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem
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What type of defense
mechanism is this
spokesperson using in this
ad?
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Table 4.2 Defense Mechanisms
• Aggression• Rationalization• Regression• Withdrawal
• Projection• Autism• Identification• Repression
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Arousal of Motives
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
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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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Maslow’s Hierarchy of Needs Figure 4.10
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Discussion Question
• 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?
Copyright 2007 by Prentice Hall 4 - 27
Table 4.3 Murray’s List of Psychogenic Needs
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
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Table 4.3 (con’t) Murray’s List of Psychogenic Needs
Sado-Masochistic Needs :Aggression, Abasement
Needs Concerned with Affection between People:Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:Cognizance, Exposition
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This ad reflects
a need for
accomplishment
with a
toothpaste.
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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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Measurement of Motives
• Researchers rely on a combination of techniques
• Combination of behavioral, subjective, and qualitative data
• Construction of a measurement scale can be complex
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Motivational Research
• Qualitative research designed to uncover consumers’ subconscious or hidden motivations
• Attempts to discover underlying feelings, attitudes, and emotions
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Qualitative Motivational Research
• Metaphor analysis
• Storytelling
• Word association and sentence completion
• Thematic apperception test
• Drawing pictures and photo-sorts
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Many Companies Specialize in Motivational Research
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