Chapter 4 Consumer Motivation

A driving force within individuals that impel them to action This driving force is produced by a state of tension, due to unfulfilled needs Individuals strive to reduce this tension through BEHAVIOR they anticipate will fulfill their needs (consciously + sub-consciously) 2

Motivation

Figure 4.1 Model of the Motivation Process

Learning Learning

Unfulfilled Unfulfilled needs wants, needs wants, and desires and desires

Tension Tension

Drive Drive

Behavior Behavior

Goal or Goal or need need fulfillment fulfillment

Cognitive Cognitive processes processes

Tension Tension reduction reduction

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Types of Needs
Innate Needs

Physiological (or biogenic) needs that are considered primary needs or motives
Acquired needs

Generally psychological (or psychogenic) needs that are considered secondary needs or motives
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Innate Needs

Physiological needs for food, water, air, clothing, shelter etc. Also known as biogenic or primary needs.

Acquired Needs

Needs that are learned in response to ones culture or environment (such as the need for esteem, prestige, affection, or power). Also known as psychogenic or secondary needs.
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Goals
Goals are sought-after results of motivated behavior Generic Goals
the general categories of goals that consumers see as a way to fulfill their needs e.g., I want to buy a vehicle

Product-Specific Goals
the specifically branded products or services that consumers select as their goals e.g., I want to buy a Mercedes
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Goals (example) An ad that portrays subscribing to a health magazine as a means to achieve several physical appearance-related goals

Means-End Analysis : a way of viewing the NEEDS-GOALS paradigm

relax low sugar low calories cure headaches keep teeth cleanliness kill germs feel happy learn about health mental health start day right good diet red wine hot tub diet cola pain reliever toothbrush dishwasher flowers television books music instrument breakfast apples chicken

good health

ENDS (GOALS)

MEANS (BEHAVIOR)

PRODUCTS 9 (GOAL OBJECT)

The Selection of Goals

The goals selected by an individual depend on their: Personal experiences Physical capacity Prevailing cultural norms and values Goals accessibility in the physical and social environment
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A driving force toward some object or condition. Positive Motivation

Towards
DRIVING FORCE OBJECT

Example: A person going to Dominos to satisfy a hunger need

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A driving force away from some object or condition. Negative Motivation

DRIVING FORCE

Away From OBJECT

Example: A person may not want to fly due to safety need

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Positive & Negative Goals (example)

Which is POSITIVE MOTIVATION?

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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 kms/litre Emotional motives imply the selection of goals according to personal or subjective criteria such as fear, affection, or status
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The Dynamic Nature of Motivation Constantly changing in reaction to life experiences As individuals attain their goals, they develop new ones If not, they try to attain old goals OR target substitute goals
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Why does need-driven human activity never cease?

Many needs are never fully satisfied : they continually impel actions designed to attain / maintain satisfaction As needs become satisfied, new & higherorder needs emerge that cause tension and induce activity People who achieve their goals set new and higher goals for themselves 16

A goal that replaces an individuals primary goal when the goal cannot be achieved or acquired.

Substitute Goal

Basically its settling for less Example: A person who cant afford to go to Mauritius for a vacation may settle for Lakshwadeep
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 Failure to achieve a goal leads to frustration Three things can happen now: 1. Bypass the obstacle 2. Look for substitute goals 3. Adopt a defense mechanism to protect the ego from feelings of inadequacy
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Frustration

Defense Mechanism

Methods by which people mentally redefine frustrating situations to protect their self-images and their self-esteem.

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1. 2. 3. 4. 5. 6. 7. 8. 9.

Defense Mechanisms to Counter Frustration Aggression (Display of violent behavior) Rationalization (Grapes are sour) Regression (Kiddish behavior) Withdrawal (back-out) Projection (blame) Autism (Fantasizing) Identification (Relate) Repression (Denial) Sublimation (e.g. Playboy opening an orphanage) 20

Defense Mechanisms to Counter Frustration

MARKETERS OFTEN CONSIDER DEFENCE MECHANISMS IN THEIR SELECTION OF ADVERTISEMENT APPEALS

THEY CONSTRUCT ADVTS. THAT PORTRAY A PERSON RESOLVING A PARTICULAR FRUSTRATION THROUGH THE USE OF THE ADVERTISED PRODUCT

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Arousal of Motives
Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

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Arousal of Motives
Physiological arousal
A drop in blood sugar level triggers awareness of hunger need A decrease in body temperature induces shivering which implies need for warmth Such arousals are involuntary but they arouse related needs that cause uncomfortable tensions until they are satisfied
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Arousal of Motives (contd.)

Emotional arousal
Sometimes fantasizing results in arousal of latent needs
E.g. : an advt. that provides reminders of home may trigger instant yearning to speak with ones parents

Cognitive arousal
Random thoughts can lead to a cognitive awareness of needs
E.g. : New inventions
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Arousal of Motives (contd.)

Environmental arousal
Examples Sight & smell of bakery goods triggers need for food

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Types and Systems of Needs

Hierarchy of Needs (Maslow) A Trio of Needs
Need for Power Need for Affiliation Need for Achievement

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Figure 4.8 Maslows Hierarchy of Needs

Self-Actualization (Self-fulfillment) Ego Needs (Prestige, status, self esteem) Social Needs (affection, friendship, belonging) Safety and Security Needs (Protection, order, stability) Physiological Needs (Food, water, air, shelter, sex)
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Appeal to the Egoistic Need

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Appeal to the Self-Actualization Need

An ad for athletic shoes based on a selfactualization appeal (note that the shoes themselves are not featured in the ad)

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Appeal to the Self-Actualization Need

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Appeal to the other Needs

Physiological Need (Red Label)

Safety Need (Toyota)

Social Need (Airtel)

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SEGMENTATION & POSITIONING APPLICATIONS OF THE NEED HIERARCHY

Segmentation Applications Specific advertising to need-segment levels E.g. A soft drink advt. focusing on: a social need ( drink for a party) physiological need ( a stress reliever) an ego need ( low calorie drink) Positioning Applications Need Hierarchy helps in positioning products E.g. A car advt. Having the following messages: Ego appeal ( Impress your friends) Self-actualization appeal ( You deserve the very best) Social appeal (A car for your family) 32

VERSATILITY OF THE NEED HIERARCHY

Example : BULLWORKER Advertising Appeals Physiological ( Improve body health) Safety ( Dont let others bully you) Social (Let others envy you) Egoistic (Be proud of your body) Self-actualization (You deserve the convenience of exercising at home)

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A Trio of Needs
Power
individuals desire to control environment ~ ego need

Affiliation
need for friendship, acceptance, and belonging ~ social need

Achievement
need for personal accomplishment closely related to egoistic and self-actualization needs
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Appeal to the Power Need

An ad that displays an appeal to the power need

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Appeal to the Power Need

An Indian ad that displays an appeal to the power 36 need

Appeal to the Affiliation Need

An appeal to the affiliation needs of young adults (very similar to Maslows social need)

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Appeal to the Achievement Need

An ad that appeals to female high achievers

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MEASUREMENT OF MOTIVES
Motives are hypothetical constructs (intangible) Researchers use a combination of various qualitative research techniques to establish the presence and/or absence of various motives Problem : Such techniques dont meet the crucial test criteria of validity & reliability Researchers use a combination of assessments (called TRIANGULATION) based on: Behavioral data (observation) Subjective data (self-reports) Qualitative data (projective methods, collage research 39 etc.)

Motivational Research
(Dr. Ernst Dichter)

Qualitative research designed to uncover consumers subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.
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