Ch. 10: Consumer Motivation

Model of the Motivation Process

LearningLearning

Unfulfilled needs, wants, and desires

Unfulfilled needs, wants, and desires

TensionTensionGoal or

need fulfillment

Goal or need

fulfillmentDriveDrive BehaviorBehavior

Cognitive processes

Cognitive processes

Tension reduction

Tension reduction

Types of Needs

• Innate Needs– Physiological (or biogenic) needs that are considered

primary needs or motives.

• Acquired needs– Generally psychological (or psychogenic) needs that are

considered secondary needs or motives

Physiological Needs(Food, water, air, shelter, sex)

Safety and Security Needs(Protection, order, stability)

Social Needs(affection, friendship, belonging)

Maslow’s Hierarchy of Needs

Ego Needs(Prestige, status, self esteem)

Self-Actualization(Self-fulfillment)

Goals

• Generic Goals– the general categories of goals that consumers see as a

way to fulfill their needs– e.g., “I want to buy a vehicle”

• Product-Specific Goals– the specifically branded products or services that

consumers select as their goals– e.g., “I want to buy a Mercedes”

chicken

music instrument

feel happy

Means-End Analysis

low calorieslow sugar

good health

relaxhot tub

diet cola

cure headacheskeep teeth

cleanlinesskill germs

toothbrush

dishwasher

flowers

learn about healthmental health

televisionbooks

red wine

pain reliever

start day right breakfast

good diet apples

The Selection of Goals

The goals selected by an individual depend on:

Rational vs. 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

Motives in a Purchase SituationMotives in a Purchase Situation10-3

A large car is more comfortable

It’s a high-quality car that performs well

A number of my friends drive a Cadillac

It will demonstrate that I’m successful

It’s a powerful, sexy car and it will help make me

powerful and sexy

Purchase a Cadillac

The linkage between behavior and motives that are known and freely admitted

The linkage between behavior and motives that are either unknown or are such that the consumer is reluctant to admit or reveal them

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• Success and failure influence goals• Substitute goals• Multiplicity of needs• Needs and goals vary among individuals• Frustration

Defense Mechanism to Counter Frustration

– Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

• Aggression• Rationalization• Regression• Withdrawal• Projection• Autism• Identification• Repression• etc.

Arousal of Motives

• Physiological arousal

• Emotional arousal

• Cognitive arousal

• Environmental arousal

Cattell’s Personality TraitsCattell’s Personality Traits

Reserved

Affected by feeling

Humble

Sober

Expedient

Shy

Tough-minded

Practical

vs.

vs.

vs.

vs.

vs.

vs.

vs.

vs.

Cattell’s Personality Traits (cont.)Cattell’s Personality Traits (cont.)

Forthright

Self-assured

Conservative

Group dependent

Undisciplined

Relaxed

versus

versus

versus

versus

versus

versus

Dimensions of Brand Personality

Brand personality

Sincerity Ruggedness

•Down-to-earth•Honest•Wholesome•Cheerful

Excitement Competence Sophistication

•Daring•Spirited•Imaginative•Up-to-date

•Reliable•Intelligent•Successful

•Upper class•Charming

•Outdoorsy•Tough