Motivation

Prabu Doss. Kdoss@xime.org

Introduction

Needs are the essence

of the marketing concept

According to psychologists most people

experience the same kind of needs

& motives, but express these motives

in different ways

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

Goals• These are sought after results of motivated behavior

• All behavior is goal oriented• Generic Goals

– the general categories of goals that consumers see as a

way to fulfill their needs

– e.g., “I want to play cricket.”

• Product-Specific Goals

– the specifically branded products or services that

consumers select as their goals

– e.g., “I want to play cricket with the Chennai Superkings.”

Motivation…

• Positive Motivation-

– A driving force toward some object or

condition. Mainly needs, wants or desires

• Negative Motivation-

– A driving force away from some object or

condition. Mainly fears , aversions

Motive Conflicts

• Approach- approach conflict

– Two desirable alternatives

– Theory of Cognitive Dissonance

• Approach- avoidance conflict

– Both positive as well as negative aspects are involved

• Avoidance- avoidance conflict

– Both are perceived as being negative

– Spending money on television repairs or new television

Dynamic Nature of Motivation

Needs are never fully satisfied

New needs emerge as old needs are satisfied

Success and failure influence goals

New needs emerge as old needs are satisfied

Substitute Goals

• When an individual cannot attain a specific goal or

type of goal that he/she anticipates will satisfy

certain needs, behavior may be directed to a

substitute goal.

• Continued deprivation may result in substitute

goal assuming primary-goal status

Frustration

• Failure to achieve a goal results in the feelings of

frustration

• Some people manage to cope by finding the way around

the obstacle, if that fails, by selecting a substitute goal

• Others less adaptive regard it as a personal failure

• These people are likely to adopt defense mechanisms to

protect their feelings of inadequacy and egos

Defense Mechanism.....

Aggression Rationalization

Regression Withdrawal

Projection

Arousal of Motives….

Physiological Arousal

Emotional Arousal

Cognitive Arousal

Environmental Arousal

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 ( impulse buyer)

• Cognitive School

– Behavior is directed at goal achievement

– Need to consider needs, attitudes, beliefs, etc. in

understanding consumer behavior

Trio of Needs

• Power-

– individual's desire to control his or her environment

– Closely related to ego need

• Affiliation-

– Influenced for a desire for friendship, acceptance,

belonging

– Tend to be socially dependent on others

• Achievement/Uniqueness-

– Related closely to both ego and self-actualization

– Omega

Maslow’s Hierarchy of needs

Consumer Involvement

Do consumers form

strong relationships

with products and

services?

Involvement

– A person’s perceived relevance of the object

based on his/her inherent needs, values, and

interests. (object: A product or brand)

– Type of information processing depends on the

consumer’s level of involvement

• Simple processing: Only the basic features of the

message are considered

• Elaboration: Incoming information is linked to

preexisting knowledge

Cult brands

• Command fierce consumer loyalty and perhaps

worship by consumers who are highly involved in

the product

The Many Faces of Involvement

• Product Involvement:

– Related to a consumer’s level of interest in a particular

product

• Message-Response Involvement:

– (a.k.a. advertising involvement) Refers to a consumer’s

interest in processing marketing communications

• Purchase Situation Involvement:

– Refers to the differences that may occur when buying

the same product for different contexts