CHAPTER FOUR Consumer Motivation Motivation as a Psychological

CHAPTER FOUR Consumer Motivation

Motivation as a Psychological Force • Motivation is the driving force within individuals that impels them to action (behavior). 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. For example, when you are very hungry, you are extremely motivated to find food. Perhaps when you need a new pair of pants, you are a bit less motivated to fulfill this need as compared to your need for food. In the case of needing pants, it is important for marketers to help increase your motivation for their products - perhaps Diesel Jeans. Chapter Four Slide 2

Model of the Motivation Process Chapter Four Slide 3

Motivation Needs, Motives and Goals In motivation process, three terms are related: 1 - Need to be fulfilled (e. g. a need for food). 2 - Drive (motive): An unobservable inner force that stimulates a 3 - Goal: the result or achievement toward which behavior is behavior (e. g. hunger) directed (e. g. eat to fulfill the need for food). Need Chapter Four Slide 4

Needs Chapter Four Slide 5

Needs • Needs are the essence of the marketing concept. • Marketers do not create needs but can make consumers aware of their needs through communications. Chapter Four Slide 6

General Types of Needs • Innate Needs – Physiological (or biogenic) needs that are considered primary needs (e. g. need for food) • Acquired Needs (learned needs) – Learned in response to our culture or environment. They are generally psychological and considered secondary needs (e. g. need for a pair of jeans). Chapter Four Slide 7

Detailed Types of Needs Researchers are interested in developing a complete list of human needs. Although basic biological needs are easily understood and agreed upon, it is the psychological and psychosocial needs that differ from researcher to researcher. Murray and Maslow have both developed lists of needs and Maslow orders them within a hierarchy from lower-level to higher-level needs. Somewhat related to Maslow’s theory is the belief in a trio of basic needs including power, affiliation, and achievement. • Henry Murray’s psychogenic needs • Abraham Maslow’s hierarchy of needs • A trio of needs Chapter Four Slide 8

Murray’s List of Psychogenic Needs Associated with Inanimate Objects Needs Reflecting Ambition, Power, Accomplishment, and Prestige Needs Connected with Human Power Acquisition Superiority Dominance Conservancy Achievement Deference Order Recognition Similance Retention Exhibition Autonomy Construction Infavoidance Contrariance Chapter Four Slide 9

Murray’s List of Psychogenic Needs (continued) Sado-Masochistic Needs Aggression Needs Concerned with Affection between People Affiliation Rejection Needs Concerned with Social Intercourse Cognizance Nurturance Abasement Succorance Exposition Play Murray believed that everyone has the same basic set of needs but that individuals differ in their priority of those needs. His needs include many that are important when studying consumer behavior, including acquisition, achievement, recognition, and exhibition. Chapter Four Slide 10

Maslow’s Hierarchy of Needs The hierarchy presents five basic levels of human needs which rank in order of importance from lower-level needs to higher-level needs. The theory says that consumers will fill lower-level needs before the higher-level needs (e. g. they will eat before they enroll in a Master’s program). Chapter Four Slide 11

To Which of Maslow’s Needs Does This Ad Appeal? Both Physiological and Social Needs Chapter Four Slide 12

To Which of Maslow’s Needs Does This Ad Appeal? The figure shows an ad for luxury apartment building based on person’s egoistic needs (status and prestige) Egoistic Needs Chapter Four Slide 13

To Which of Maslow’s Needs Does This Ad Appeal? The figure shows an ad for athletic shoes based on self-actualization appeal (achievement) (note that the shoes themselves are not featured in the ad). Self-Actualization need Chapter Four Slide 14

A Trio of Needs • Power – individual’s desire to control other people and objects. it is tied to a type of ego needs. • Affiliation – it is similar to Maslow’s social need and suggests that behavior is influenced by the desire for social ties (e. g. need for friendship, acceptance, and belonging) • Achievement – need for personal accomplishment – closely related to egoistic and self-actualization needs Chapter Four Slide 15

To Which of the Trio of Needs Does This Ad Appeal? The Affiliation Needs Of Young, Environmentally Concerned Adults Chapter Four Slide 16

To Which of the Trio of Needs Does This Ad Appeal? Power and Achievement needs Chapter Four Slide 17

Motives Chapter Four Slide 18

Rational versus Emotional Motives • Rational motives imply that consumers select a brand based on totally objective criteria, such as size, weight, price, or miles per gallon • Emotional motives imply the selection of a brand according to personal or subjective criteria, such as color, affection, or prestige. The difference between rational and emotional motives are tied to how consumers view marketing variables, including advertisements and pricing adjustments. Furthermore, it must be realized that the definition of emotional vs. rational motivation differs significantly from one consumer to another and in different situations. Chapter Four Slide 19

Arousal of Motives • A consumer has a variety of needs but only some of them are aroused at any given time and given top-of-mind priority • Arousal of motives are: - Physiological arousal (e. g. getting hungry) - Emotional arousal (e. g. being frustrated) - Cognitive arousal (e. g. reading an ad) - Environmental arousal (e. g. hot weather) Chapter Four Slide 20

Philosophies Concerned with Arousal of Motives • Behavioral School – Behavior is response to stimulus – Elements of conscious thoughts are to be ignored (motivation is a mechanical process that result from a stimulus) – Consumer does not act, but reacts • Cognitive School – Behavior is directed toward goal achievement – Needs and past experiences are consciously reasoned, categorized, and transformed (by consumer’s mind) into attitudes and beliefs that impact consumer’s behavior to attain his specific goal. Chapter Four Slide 21

Motivational Research • Much of the research done in consumer behavior is based on motivational research. • Motivational research is Based on premise that consumers are not always aware of their motives • The understanding of consumers’ motives can help marketers make better products, communicate more clearly, and deliver benefits to the consumer. Chapter Four Slide 22

Measurement of Motives • Researchers rely on a combination of techniques to measure motives • Qualitative research is widely used to uncover consumer motives. • Many qualitative methods are termed projective techniques are often very successful in identifying motives because the consumer must “project” their subconscious or hidden motives onto another stimulus. Chapter Four Slide 23

Qualitative Measures of Motives METAPHOR ANALYSIS STORYTELLING • Uses pictures as a stimulus for the consumer to express their thoughts, feelings, and beliefs regarding a product or brand • Du. Pont used this method to study women’s emotions regarding pantyhose. • This method consists of having customers tell real-life stories regarding their use of the product under study. • Kimberly-Clark used this method to develop pull-ups. WORD ASSOCIATION • In this method, respondents are presented with words, one at a time, and asked to say AND SENTENCE the first word that comes to mind. COMPLETION Chapter Four Slide 24

Goals Chapter Four Slide 25

Generic and product- specific goals • Goals are the sought-after results of motivated behavior: • Generic goals are general categories of goals that consumers see as a way to fulfill their needs (e. g. I want to buy a pair of shoes) • Product-specific goals are specifically branded products or services that consumers select as their goals (e. g. I want to buy a pair of Nike shoes) Copyright 2010 Pearson Education, Inc. Chapter Four Slide 26

How Does this Ad Appeal to One’s Goals? It Appeals to Several Physical Appearancerelated goals. Chapter Four Slide 27

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 Chapter Four Slide 28

positive and negative goals Positive Negative • positive goal toward an object which behavior is directed (approach object) • negative goal toward an object from which behavior is directed away (avoidance object) • e. g. joining a gym to get strong and train for an upcoming race • e. g. join the gym to avoid health problems that will certainly exist if they do not exercise regularly Chapter Four Slide 29

Substitute Goals • Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a need due to a lack of money, ability, desire, or accessibility. • The consumer’s substitute goal is a different goal he expects will reduce his tension created from existence of need • Substitute goals may actually replace the primary goal over time For instance, if a consumer wanted a certain cable television service, but it was not available in their area, they might choose a satellite television provider. Over time, they may be very satisfied with this choice and feel that they actually prefer the satellite service over the cable television service. Chapter Four Slide 30

Frustration • Failure to achieve a goal may result in frustration. • Some adapt by overcoming the obstacles or setting substitute goals; others adopt defense mechanisms to protect their ego form feeling of inadequacy. • Understanding of these defense mechanisms will help provide many opportunities to craft advertising messages to reach the emotional side of the consumers, alleviating their frustration. Chapter Four Slide 31

Defense Mechanisms- Table 4. 2 (excerpt) Construct Items Aggression In response to frustration, individuals may resort to aggressive behavior in attempting to protect their self-esteem. The tennis pro who slams his tennis racket to the ground when disappointed with his game or the baseball player who physically intimidates an umpire for his call are examples of such conduct. So are consumer boycotts of companies or stores. Rationalization People sometimes resolve frustration by inventing plausible reasons for being unable to attain their goals (e. g. , not having enough time 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 or immature behavior. A shopper attending a bargain sale, for example, may fight over merchandise and even rip a garment that another shopper will not relinquish rather than allow the other person to have it. Withdrawal Frustration may be resolved by simply withdrawing from the situation. For instance, a person who has difficulty achieving officer status in an organization may decide he can use his time more constructively in other activities and simply quit that organization. Chapter Four Slide 32

Dynamics of motivation Chapter Four Slide 33

The Dynamics of Motivation • Needs are never fully satisfied because humans constantly have needs. Hunger is a good example of a need that is often not satisfied and reappears. • New needs emerge as old needs are satisfied (hierarchy of needs) • People who achieve their goals set new and higher goals for themselves. If one sets a goal to enter politics, they may feel they need a law degree. However, if they are unsuccessful in getting accepted at law school, their needs may change and they may want to pursue a few years of work experience first and need to find a job. Chapter Four Slide 34