Consumer Motivation MOTIVATION Motivation is the driving force

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Consumer Motivation

Consumer Motivation

MOTIVATION • Motivation is the driving force within individuals that impels them to action.

MOTIVATION • Motivation is the driving force within individuals that impels them to action. • This driving force is produced by a state of tension, which exists as the result of an unfulfilled need. • Individuals strive both consciously and sub consciously to reduce this tension through behavior that they anticipate will fulfill their need and thus relieve them of the stress they feel. • Marketers must view motivation as the forces that induce consumption and through consumption experience, the process of consumer learning.

MOTIVATION Motivation works when the person or customer feel the term “need” Needs are

MOTIVATION Motivation works when the person or customer feel the term “need” Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs. Two types of need we may find , these are : • Innate Needs • Acquired Needs

MOTIVATION § Innate Needs – Physiological (or biogenic) needs that are considered primary needs

MOTIVATION § Innate Needs – Physiological (or biogenic) needs that are considered primary needs or motives. It include the needs for food , water , air , clothing, shelter etc. These needs are considered primary needs or motives. § Acquired Needs – Learned in response to our culture or environment are generally psychological and considered secondary needs

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

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

Model of the Motivation Process

Model of the Motivation Process

Positive and negative motivation • Motivation can be positive or negative in direction. •

Positive and negative motivation • Motivation can be positive or negative in direction. • For example , a middle aged women with a positive goal of fitness may join a health club to work out regularly. • Her husband , who views getting fat as a negative goal , joins a health club to guide his exercise ,

Motivations and Goals Positive • Motivation – A driving force toward some object or

Motivations and Goals Positive • Motivation – A driving force toward some object or condition • Approach Goal – A positive goal toward which behavior is directed Negative • Motivation A driving force away from some object or condition • Avoidance Goal – A negative goal from which behavior is directed away

Rational versus Emotional Motives • Rationality implies that consumers select goals based on totally

Rational versus Emotional Motives • Rationality implies that consumers select goals based on totally objective criteria such as size, weight, price, or miles per gallon. The term rationality in the traditional economic sense , which assumes that consumers behave rationally by carefully considering all alternatives and choosing those that give them the greatest utility. • Emotional motives imply the selection of goals according to personal or subjective criteria. This criteria may be pride, fear , affection, or status. Copyright 2007 by Prentice Hall

The Dynamic Nature of Motivation is a highly dynamic construct that is constantly changing

The Dynamic Nature of Motivation is a highly dynamic construct that is constantly changing in reaction to life experiences. Needs and goals changed and grow in response to an individuals physical condition, environment , interaction with others and experiences. The dynamic nature of motivation , such as: • 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

The Dynamic Nature of Motivation • Needs are never fully satisfied: Most human needs

The Dynamic Nature of Motivation • Needs are never fully satisfied: Most human needs are never fully or permanently satisfied. For example : most people regularly seek companionships and approval from others to satisfy their social needs.

The Dynamic Nature of Motivation • New needs emerge as old needs are satisfied:

The Dynamic Nature of Motivation • New needs emerge as old needs are satisfied: some motivational theorist believe that a hierarchy of needs exists and that new , higher –order needs emerge as lower-order needs are fulfilled. For example a man whose basic physiological needs are fairly well satisfied may tern his efforts to achieving acceptance among his neighbors by joining their political clubs and supporting their candidates.

The Dynamic Nature of Motivation • People who achieve their goals set new and

The Dynamic Nature of Motivation • People who achieve their goals set new and higher goals for themselves : The nature and persistence of an individuals behavior are often influenced by expectations of success or failure in researching certain goals. For example: a person who takes good snapshots with an inexpensive camera may be motivated to buy a more expensive camera in the belief that it will enable him to take even better photographs. On the other hand a person who has not been able to take good photographs is just as likely to keep the same camera or even to loss all interest in photography.

Motivation with goal and frustration • The sought-after results of motivated behavior • Generic

Motivation with goal and frustration • 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

Motivation with goal and frustration • The goals selected by an individual depend on

Motivation with goal and frustration • 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

Motivation with goal and frustration • Substitute Goals : Substitute Goals are used when

Motivation with goal and frustration • Substitute Goals : Substitute Goals are used when a consumer cannot attain a specific goal. The substitute goal will dispel tension. Substitute goals may actually replace the primary goal over time • Frustration : Failure to achieve a goal may result in frustration. At one time or another, everyone has experienced the frustration that comes from the inability to attain a goal.

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

Defense Mechanism • Methods by which people mentally redefine frustrating situations to protect their selfimages and their self-esteem. Defense mechanism may be Aggressive or Rational. �Example : ◦ Aggressive DM : Most of the people who break and burn the cars and buses on some hartal day can not afford buying a car. ◦ Rational DM : If can not afford going to Malaysia for vacation recreation, we may go to Cox’s Bazaar.

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

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

Different Types Of Defense Mechanisms • • Aggression Rationalization Regression Withdrawal • • Projection

Different Types Of Defense Mechanisms • • Aggression Rationalization Regression Withdrawal • • Projection Autism Identification Repression

Different Types Of Defense Mechanisms • Aggression : In response to frustration, individuals may

Different Types Of Defense Mechanisms • Aggression : In response to frustration, individuals may resort to aggressive behavior in attempting to protect their selfesteem. 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? ).

Different Types Of Defense Mechanisms • REGRESSION : Reacting to frustration with childish or

Different Types Of Defense Mechanisms • REGRESSION : Reacting to frustration with childish or immature behavior. When somebody can’t afford buying a product, he or she damages the product or misplace it. • WITHDRAWAL : Frustration may be resolved by simply withdrawing from the situation. A person who has difficulty achieving officer status in some organization may simply quit the organization.

Different Types Of Defense Mechanisms • PROJECTION : Redefining the frustrating situation by projecting

Different Types Of Defense Mechanisms • PROJECTION : Redefining the frustrating situation by projecting blame for his own failure on other people or object. The driver who has a car accident may blame the other driver or the condition of the road, weather, or other things. • AUTISM : Autism or autistic thinking is simply “day dreaming”. Such day dreaming enables the individual to attain imaginary gratification of unfulfilled needs. The ad for flats of many builders goes like “ Own flat for the middle income groups at 20, 000 taka per month with 5 lakh taka as down payment”.

Different Types Of Defense Mechanisms • IDENTIFICATION : Sometime people resolve their feelings of

Different Types Of Defense Mechanisms • IDENTIFICATION : Sometime people resolve their feelings of frustration by subconsciously identifying with other person or situation they consider relevant. Example : It is not possible to have time with the stars, so as they are using the soap in the ad, therefore his/her fan also use it. • REPRESSION : Another way of avoiding tension of frustration is simply to repress the unfulfilled needs. A couple who can not have children may surround themselves with plants or pets.

Application of Defense Mechanism concept in Marketing : • Marketers have long recognized the

Application of Defense Mechanism concept in Marketing : • Marketers have long recognized the importance of DM in marketing and often use it as the basis of ad appeal. That is why Slice-of life commercials were so popular. Such ads portray a situation in which an individual experiences a frustration and then overcomes the problem. • If the viewer can identify with the frustrating situation, he or she may very likely adopt the Slice-of-life solutions and buy the product or service ( Ex : Ad of dandruff free shampoo, Tooth paste, savlon, corrugated tin sheets, washing powder, TV, fair complexion creams etc. )

Application of Defense Mechanism concept in Marketing : • Once the buyer buys the

Application of Defense Mechanism concept in Marketing : • Once the buyer buys the product with the hope that it will remove his frustration, surprisingly enough, the product really works. This is some sort of psychological exploitation by the marketers on the buyers. • But if the product does not satisfy the needs, then the buyer may go for adopting Aggressive, withdrawal, Projection, or Repression Defense Mechanism.

Maslow’s Hierarchy of Needs Dr. Abraham Maslow is well known for his hierarchy of

Maslow’s Hierarchy of Needs Dr. Abraham Maslow is well known for his hierarchy of needs. The hierarchy presents five basic levels of human needs which rank in order of importance from lowerlevel needs to higher-level needs. The theory says that consumers will fill lower-level needs before the higherlevel needs – they will eat before they enroll in a Master’s program.

Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs

DISCUSSION OF MASLOW’S HIERARCHY OF NEEDS 1. PHYSIOLOGICAL NEEDS : First and most basic

DISCUSSION OF MASLOW’S HIERARCHY OF NEEDS 1. PHYSIOLOGICAL NEEDS : First and most basic needs. 2. SAFETY NEEDS : After physiological needs, safety and security needs become the driving force behind individual’s behavior. Ex: we like to have food not one time, rather everyday far into the future. Savings accounts, insurance policies, education, and even the personal defense products like licensed fire arms, pepper spray, security agency’s service etc. all are safety needs. 3. SOCIAL NEEDS : Includes needs as love, affection, belonging, acceptance. These are all social motives. Because of the importance of social motives in our society, advertisers of personal care products often emphasize this appeal in their ads.

DISCUSSION OF MASLOW’S HIERARCHY OF NEEDS 4. EGOISTIC NEEDS : After social needs, egoistic

DISCUSSION OF MASLOW’S HIERARCHY OF NEEDS 4. EGOISTIC NEEDS : After social needs, egoistic needs become active. Egoistic needs may be : a. Inward : self-esteem, self-acceptance etc b. Outward : prestige, reputation, status, recognition etc. 5. SELF-ACTUALIZATION : This need refers to an individual’s desire to fulfill his or her potential -- to become everything he or she is capable of becoming. Self-actualization is a “destination”. This destination may vary from person to person. “Destination is not a finite place. Rather a compass by which we judge how far we have come. ”

To Which of Maslow’s Needs Does This Ad Appeal?

To Which of Maslow’s Needs Does This Ad Appeal?

Both Physiological and Social Needs

Both Physiological and Social Needs

To Which of Maslow’s Needs Does This Ad Appeal?

To Which of Maslow’s Needs Does This Ad Appeal?

Egoistic Needs

Egoistic Needs

To Which of Maslow’s Needs Does This Ad Appeal?

To Which of Maslow’s Needs Does This Ad Appeal?

Self-Actualization

Self-Actualization

Mc. Clelland’s Three-Needs Theory/A Trio of Needs Some psychologists believe that this trio of

Mc. Clelland’s Three-Needs Theory/A Trio of Needs Some psychologists believe that this trio of needs exists for most consumers and that marketers can find a tie to motivation. David Mc. Clelland his associates proposed the three needs theory which says there are three acquired(not innate{not in born}) needs that are major motivators in work � Three needs are: § Need for achievement § Need for power § Need for Affiliation

Mc. Clelland’s Three-Needs Theory/A Trio of Needs • Need for power: Power refers to

Mc. Clelland’s Three-Needs Theory/A Trio of Needs • Need for power: Power refers to the individual’s desire to control other people and objects – it is tied to a type of ego needs. • Need for Affiliation: Affiliation is similar to Maslow’s social need and suggests that behavior is influenced by the desire for social ties. • Need for achievement: Finally, the need for achievement, like the other needs, will vary from individual to individual.

Power And Achievement Needs 38 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall

Power And Achievement Needs 38 Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Four Slide 38