Consumer Motivation

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 Motivation as a Psychological Force

• Motivation is the
driving force within
individuals that impels
them to action.
• Needs are the essence
of the marketing
concept. Marketers do
not create needs but
can make consumers
aware of needs.

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THE CONCEPT OF NEEDS AND TYPES OF NEEDS:

Needs, wants and demands are used in similar contents. The

particular way in which a need is satisfied is termed as a want.

The specific way a need is satisfied depends on individuals

learning experiences and cultural environment.

When a person is thirsty he may choose to drink water, mineral

water, soft drink, buttermilk or coconut water. He may want
Kinley mineral water, Pepsi cola or Visakha Dairy buttermilk.

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Maslow’s Hierarchy of Needs

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 A Trio of Needs( McClelland’s Theory
of Need Acheivement)
• Power
– individual’s desire to control environment
• Affiliation
– need for friendship, acceptance, and belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and self-actualization
needs

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 Types of Needs

• Innate Needs
– Physiological (or biogenic) needs that are considered
primary needs or motives. Innate needs are physiological
or biological needs. They are needs for food, shelter,
clothing, air etc. They are also called primary needs.
• Acquired Needs
– Learned in response to our culture or environment. Are
generally psychological and considered secondary
needs.They are also called secondary needs.
– Psychogenic Needs: Psychogenic needs are
acquired in the process of becoming a member of a
culture, example, need for status, power, affiliation etc.

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 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. If a
student wants to do MBA, it is a generic goal.

• Product-specific goals are specifically branded

products or services that consumers select as
their goals. If a student wants to do his MBA from
IIM Bangalore, it is a product specific goal.
Model of the Motivation Process

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1. Motive – A need or motive is activated when there is a gap between the
actual state and desired state. Motives can have positive and negative
directions. A person may exercise to avoid health problems (negative
outcome) or to look attractive (positive outcome).
2. Drive (Tension) – An unfulfilled need gives rise to tension. The level of
tension gives rise to drive strength and drive direction. Instead of exercising
a person may prefer dieting to get slim.
3. Behavior : Behavior of the consumer is influenced by his personality,
learning and perception.
4. Goal –It is the desired state which the consumer is motivated to reach. He
may buy a smartphone. The underlying need which a consumer is aware of
is need for communication. The unconscious need which he may not be
aware if may be need to impress others with a high end smartphone. Goals
may be generic goals or product specific goals.
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 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

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Motivations and Goals

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There are three types of conflicts

1.Approach- Approach
2.Approach- Avoidance
3.Avoidance-Avoidance

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 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

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 Discussion Questions

• What products
might be purchased
using rational and
emotional motives?
• What marketing
strategies are
effective when there
are combined
motives?

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 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
 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
 Frustration

• Failure to achieve a goal may result in

frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.
Some defense mechanisms are as follows:

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 Defense Mechanisms
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.
 Arousal of Motives

• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal

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