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Motivation as a Psychological Force
• Motivation is produced by a state of tension, by having a need which is unfulfilled. Consumers want to fulfill these needs and reduce the state of tension.
Eg. Need for food
• Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs
Eg. Need for a pair of jeans
Consumer Motivation I Prof. Abhipsa Mishra
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
Consumer Motivation I Prof. Abhipsa Mishra
Holiday Travel Plan
• How would you plan your next coming holiday? Or think of any plan that you had before.
• What factors influence your decision making?
4Consumer Motivation I Prof. Abhipsa Mishra
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
Consumer Motivation I Prof. Abhipsa Mishra
Discussion Questions
• 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?
Consumer Motivation I Prof. Abhipsa Mishra
Rational vs. Emotional Motives
Rationality implies that consumers selectgoals based on totally objective criteria, suchas size, weight, price, or miles per gallon
Emotional motives imply the selection ofgoals according to personal or subjectivecriteria
Consumer Motivation I Prof. Abhipsa Mishra
Arousal of Motives
Physiological arousal (they get hungry)
Emotional arousal (frustrated)
Cognitive arousal (they read an ad thatmade them think about their needs)
Environmental arousal (the weatherbecomes cold)
Consumer Motivation I Prof. Abhipsa Mishra
Arousal of Motives
Physiological arousal (they get hungry)
Emotional arousal (frustrated)
Cognitive arousal (they read an ad thatmade them think about their needs)
Environmental arousal (the weatherbecomes cold)
Consumer Motivation I Prof. Abhipsa Mishra
Arousal of Motives
Physiological arousal (they get hungry)
Emotional arousal (frustrated)
Cognitive arousal (they read an ad thatmade them think about their needs)
Environmental arousal (the weatherbecomes cold)
Consumer Motivation I Prof. Abhipsa Mishra
Arousal of Motives
Physiological arousal (they get hungry)
Emotional arousal (frustrated)
Cognitive arousal (they read an ad thatmade them think about their needs)
Environmental arousal (the weatherbecomes cold)
Consumer Motivation I Prof. Abhipsa Mishra
Consumer Motivation
• Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption
• Gives insights into why people buy certain products
• Stems from consumer needs: industries have been built around basic human needs
Consumer Motivation I Prof. Abhipsa Mishra
Types of Needs
• Physiological (or biogenic) needs that are considered primary needs or motives
Innate Needs
• Learned in response to our culture or environment. Are generally psychological and considered secondary needs
Acquired Needs
Consumer Motivation I Prof. Abhipsa Mishra
Types of Needs• Safety and Health Needs
Threats to our safety and health motivate purchases for personal security and protection
• Need for Love and CompanionshipServices and products help individuals find and attract others
Products are often used as symbols of love and caring
Consumer Motivation I Prof. Abhipsa Mishra
Types of Needs
• Need for Financial Resources
• Social Image Needs
Conspicuous consumption: purchases motivated to some extent by the desire to show other people how successful they are
Companies reinforce the notion that products enable users to communicate their social image
• Need for Pleasure
Products, services, and consumption activities provide fun and excitement
Consumer Motivation I Prof. Abhipsa Mishra
Types of Needs
• Need for Financial Resources
• Social Image Needs
Conspicuous consumption: purchases motivated to some extent by the desire to show other people how successful they are
Companies reinforce the notion that products enable users to communicate their social image
• Need for Pleasure
Products, services, and consumption activities provide fun and excitement
Consumer Motivation I Prof. Abhipsa Mishra
Types of Needs
• Need to Possess
Consumers often acquire products simply because of their need to own such products— e.g., collectors
Plays a role in impulse buying: where consumers unexpectedly experience a sudden and powerful urge to buy something immediately
• Need to Give
Give something back to others or reward ourselves. Self-gifts let us motivate, reward, and console ourselves
Consumer Motivation I Prof. Abhipsa Mishra
Types of Needs
• Need to Possess
Consumers often acquire products simply because of their need to own such products— e.g., collectors
Plays a role in impulse buying: where consumers unexpectedly experience a sudden and powerful urge to buy something immediately
• Need to Give
Give something back to others or reward ourselves. Self-gifts let us motivate, reward, and console ourselves
• Need for Information
Plays an important role in persuasion —if an ad appears when consumers need information, they are more likely to pay attention than when they don’t need the information
One reason we read or watch TV
Fuels Internet usage
• Need for Variety
Marketers may introduce different versions of original brand
Variety may become focus of product positioning
Types of Needs
Consumer Motivation I Prof. Abhipsa Mishra
The Dynamics 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
Consumer Motivation I Prof. Abhipsa Mishra
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
Consumer Motivation I Prof. Abhipsa Mishra
Frustration
• Failure to achieve a goal may result in frustration.
• Some adapt; others adopt defense mechanisms to protect their ego.
Consumer Motivation I Prof. Abhipsa Mishra
Defense Mechanisms- Table 4.2 (excerpt)Construct Items
Aggression In response to frustration, individuals may resort to aggressive behaviorin attempting to protect their self-esteem. The tennis prowho slams his tennis racket to the ground when disappointed withhis game or the baseball player who physically intimidates an umpirefor his call are examples of such conduct. So are consumerboycotts of companies or stores.
Rationalization People sometimes resolve frustration by inventing plausible reasonsfor being unable to attain their goals (e.g., not having enoughtime to practice) or deciding that the goal is not really worth pursuing(e.g., how important is it to achieve a high bowling score?).
Regression An individual may react to a frustrating situation with childish orimmature behavior. A shopper attending a bargain sale, for example,may fight over merchandise and even rip a garment that anothershopper will not relinquish rather than allow the otherperson to have it.
Withdrawal Frustration may be resolved by simply withdrawing from the situation.For instance, a person who has difficulty achieving officerstatus in an organization may decide he can use his time moreconstructively in other activities and simply quit that organization.
• Approach-approach: deciding between two or more
desirable options
• Avoidance-avoidance: deciding between two or more
undesirable options
• Approach-avoidance: behavior has both positive and
negative consequences
Types of Motivational Conflict
Consumer Motivation I Prof. Abhipsa Mishra
A Trio of Needs
Power (Ego needs)
• Individual’s desire to control environment
Affiliation (Social needs)
• Need for friendship, acceptance, and belonging
Achievement
• Need for personal accomplishment
• Closely related to egoistic and self-actualization needs
Consumer Motivation I Prof. Abhipsa Mishra
Motivational Conflict and Need Priorities
• Resolving motivational conflicts requires prioritizing needs
• Maslow’s hierarchy
Some needs take precedence over other needs—physiological needs take top priority
Differences in the importance attached to various needs affects how consumers evaluate products
Because of consumers’ different motivational priorities, companies use benefit segmentation: dividing consumers into different market segments based on benefits they seek from purchase and consumption
Consumer Motivation I Prof. Abhipsa Mishra
Motivational Intensity
Motivational intensity: how strongly consumers are
motivated to satisfy a particular need
Depends on need’s importance
Involvement: degree to which an object or behavior
is personally relevant
Motivational intensity and involvement determine
amount of effort consumers exert in satisfying needs
Consumer Motivation I Prof. Abhipsa Mishra
The Challenge of Understanding
Consumer Motivation
Reasons underlying consumer motivation are not always
“obvious”
Research is necessary to discover real motivations behind
behaviors
People don’t always want to disclose real reasons for their
actions
People don’t always know why they do what they do —
unconscious motivation
Motivations change over time
Consumer Motivation I Prof. Abhipsa Mishra
Motivating ConsumersMotivating with Money
• Price cuts, specials, rebates, and coupons
motivate purchase
• Resulting sales may increase, but profits
may not
• Attracts consumers less likely to repeat
• Price reductions may increase price
sensitivity
Consumer Motivation I Prof. Abhipsa Mishra
Motivating ConsumersProvide Other Incentives
Premiums, free products, contests, and sweepstakes are designed to motivate consumers to purchase
Consumer Motivation I Prof. Abhipsa Mishra
Motivating ConsumersProvide Other Incentives
• Premiums, free products, contests, and sweepstakes are designed to motivate consumers to purchase
• There are limitations and shortcomings for this strategy in addition to the products offered as a premium being valued less (value-discounting hypothesis)
Consumer Motivation I Prof. Abhipsa Mishra
Motivating ConsumersImplement a Loyalty Program
• Motivate repeat buying by providing rewards to customers based on how much business they do with the company
• Tracks consumer purchases and provides estimates of Customer Lifetime Value
Consumer Motivation I Prof. Abhipsa Mishra
Motivating ConsumersEnhance Perceived Risk
• Perceived risk: consumers’ apprehensions about the consequences of their behavior (buying and consuming the product)
• Greater perceived risk increases search
• Educating consumers about risks may motivate them to make more informed choices that reduce exposure to risk
Consumer Motivation I Prof. Abhipsa Mishra