Chapter 4 Consumer Motivation Consumer Behavior Ninth Edition

Chapter 4 Consumer Motivation Consumer Behavior, Ninth Edition Schiffman & Kanuk

Chapter Outline • • • Model of the Motivation Process Goals Motives Needs Motivational

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 -3

Figure 4. 1 Model of the Motivation Process Copyright 2007 by Prentice Hall 4

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 Copyright 2007 by Prentice Hall 4 -5

Is a body spray an innate or acquired need? Copyright 2007 by Prentice Hall

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 Copyright 2007 by Prentice Hall 4 -7

Figure 4 -2 a Goals Structure for Weight Control Copyright 2007 by Prentice Hall

Figure 4 -2 b Goals Structure for Weight Control Copyright 2007 by Prentice Hall

Figure 4 -2 c Goals Structure for Weight Control Copyright 2007 by Prentice Hall

Weight Control Giants weblink Copyright 2007 by Prentice Hall weblink 4 - 11

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 Copyright 2007 by Prentice Hall 4 - 12

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? Copyright 2007 by Prentice Hall 4 - 13

Motivations and Goals Positive • Motivation – A driving force toward some object or condition • Approach Goal – A positive goal toward which behavior is directed Copyright 2007 by Prentice Hall Negative • Motivation A driving force away from some object or condition • Avoidance Goal – A negative goal from which behavior is directed away 4 - 14

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 Copyright 2007 by Prentice Hall 4 - 15

Discussion Question • What products might be purchased using rational and emotional motives? • What marketing strategies are effective when there are combined motives? Copyright 2007 by Prentice Hall 4 - 16

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 Copyright 2007 by Prentice Hall 4 - 17

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 Copyright 2007 by Prentice Hall 4 - 18

Frustration • Failure to achieve a goal may result in frustration. • Some adapt;

Defense Mechanism • Methods by which people mentally redefine frustrating situations to protect their

What type of defense mechanism is this spokesperson using in this ad? Copyright 2007

Table 4. 2 Defense Mechanisms • • Aggression Rationalization Regression Withdrawal Copyright 2007 by

Arousal of Motives • • Physiological arousal Emotional arousal Cognitive arousal Environmental arousal Copyright

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 Copyright 2007 by Prentice Hall 4 - 24

Maslow’s Hierarchy of Needs Figure 4. 10 weblink Copyright 2007 by Prentice Hall 4

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 - 26

Table 4. 3 Murray’s List of Psychogenic 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 Copyright 2007 by Prentice Hall 4 - 27

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 Copyright 2007 by Prentice Hall 4 - 28

This ad reflects a need for accomplishment with a toothpaste. Copyright 2007 by Prentice

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 selfactualization needs Copyright 2007 by Prentice Hall 4 - 30

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 Copyright 2007 by Prentice Hall 4 - 31

Motivational Research • Qualitative research designed to uncover consumers’ subconscious or hidden motivations • Attempts to discover underlying feelings, attitudes, and emotions Copyright 2007 by Prentice Hall 4 - 32

Qualitative Motivational Research • Metaphor analysis • Storytelling • Word association and sentence completion • Thematic apperception test • Drawing pictures and photo-sorts Copyright 2007 by Prentice Hall 4 - 33