CHAPTER 2

Motivation and
Consumer
Behavior
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 CONTENT
 Explain the terms and processes of
motivation;
 Discuss the role of motivation in CB;
 Analyze the relationship between
needs and wants with motivation;
 Evaluate how consumer motivation
influences marketing strategy
formation.
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You will never guess what
they’re selling!!!

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 You will never guess what
they’re selling!!!

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Issues During Stages in the
Consumption Process
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What Is Motivation?
– The driving force within individuals that
impels them to action;
– It is produced by a state of arousal or tension,
which exists as the result of an unfulfilled
need;
– Individuals strive consciously and
subconsciously to reduce the tension through
behavior they anticipate will fulfill their
needs and thus relieve of the stress they feel.
 Classifying Consumer
Motivations
Researchers put motivation into five
categories:
1. Conscious vs. Unconscious
2. High vs. Low Urgency
3. Positive vs. Negative Polarity
4. Intrinsic vs. Extrinsic
5. Rational vs. Emotional 9/26/2021
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 Consumer Motivation

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Model of The Motivation Process

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 Needs
– Every individual has needs.
– Needs and goals as elements of motivation.
– Innate/primary needs are physiological;
o They include needs for sustenance (air,
food, water, sex)
– Acquired/secondary needs are learned in
response to our culture or environment;
o They result from our individual
psychological state and relationships with
others. 9/26/2021
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 Tri-network of Needs
– The tri-network of needs is so closely related
to the consumer as a person.
– The tri-network of needs are:
o Power,
o Affiliation,
o Achievements.
– Each of these needs has a unique link with
consumer motivation.
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 Goals
– All human behavior is goal-oriented.
– Generic goals are the general classes of
goals that will satisfy human needs.
– Product-specific goals are the
specifically branded products and
services consumers select as their
goals.
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 Types of Consumer Needs
o Physiological Needs
o Safety and Health Needs
o Safety and Health Needs
o Need for Financial Resources and Security
o Need for Love and Companionship
o Social Image Needs
o Need for Pleasure
o Need to Give
o Need to Possess
o Need for Need for Variety
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 Dissatisfaction
– Feelings of frustration often arise when we
fail to achieve our target goals.
– Obviously, we cannot in fact attain all of our
goals.
– Occasionally, there are barriers which will
hinder us from achieving any set goal.
– Among those barriers are finances, family
and problems with time or the surroundings.
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o Aggression
o Rationalization
o Regression
o Withdrawal
o Projection
o Autism
o Identification
o Repression
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 Hierarchy of Needs

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Hierarchy of Needs
 THANKS FOR
YOUR ATTENTION

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