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The Motivation Process

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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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 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
• I want to get a graduate degree
generic goal.
• Product-specific goals are
specifically branded products or
services that consumers select as
their goals
– I want BBA from Oxford University
product-specific goals.

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 Application: Goals
Discussion
Questions

What is the
generic goal?

What is the
product-specific
goal?

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 The Selection of Goals
• The goals selected by an individual
depend on their:
–Personal experiences
–Prevailing cultural norms and values
–Goal’s accessibility in the physical and
social environment

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 Motivations and Goals
Positive Negative

• Motivation • Motivation
• A driving force • A driving force
toward some away from some
object or condition object or condition
• Approach Goal • Avoidance Goal
• A positive goal • A negative goal
toward which from which
behavior is behavior is
directed directed away
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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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 Needs and Goals
• Needs and goals are interdependent
• Needs are never fully satisfied
• New needs emerge as old ones are satisfied
• Success and failure influence goals

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 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

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 Frustration and Defense Mechanisms
Frustration is the feeling that results from failure to
achieve a goal, and defense mechanisms are cognitive
and behavioral ways to handle frustration.
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.
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Which Defense Mechanism is used?

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 Arousal of Motives
–Motives become aroused by the
consumer’s psychological condition
(they get hungry),
–Their emotional state (frustrated),
–Cognitive processes (they read an ad
that made them think about their
needs), or
–By events occurring in their general
surroundings (the weather becomes
cold).
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 Levels of Needs in the Maslow Hierarchy

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 Specific Needs and Buying
Behavior
NEED FOR ACHIEVEMENT
Value personal accomplishment
Place a premium on products that
signify success (luxury brands,
technology products)
NEED FOR POWER
Control one’s environment
Focus on products that allow them to
have mastery over surroundings
(muscle cars, loud boom-boxes)
NEED FOR AFFILIATION
Want to be with other people
Focus on products that are used in
groups (alcoholic beverages,
sports bars)
NEED FOR UNIQUENESS
Assert one’s individual identity
Enjoy products that focus on their
unique character (perfumes,
clothing)
 Need for Power

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 Affiliation

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 Achievement Needs

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 Need for Uniqueness

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