MOTIVATION Needs, wants, goals

YOU SHOULD -

Study the picture until your imagination

begins to form a story about it. There are
no rules except that your story should have
a beginning (what has happened in the
story so far), middle (what is happening
now), and an end (how things turn out).
QUESTION

What is the first thing that

comes to your mind when
you think of motivation?
SESSION GOALSShould I buy
a car??
Why are motives
important?
What motivates
individuals? /
process of
motivation
Needs, goals
How to study
consumer motivation
NEEDS AND MOTIVATION

Needs are the essence of the marketing

concept. Marketers do not create needs but
can make consumers aware of needs.

Write down five things you can’t live

without!?

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NEEDS AND MOTIVATION

How do you know you need something?

Motivation is the driving force within individuals

that impels them to action.
It is the reason for behavior!

Are needs and motives same? Or different?

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MODEL OF THE MOTIVATION
PROCESS Personality

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TYPES OF NEEDS

Innate Needs
 Physiological (or biogenic) needs that are considered
primary needs or motives

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TYPES OF NEEDS

Acquired Needs
 Learned in response
to our culture or
environment. Are
generally
psychological and
considered
secondary 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

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GOALS
The sought-after results of motivated behavior
Product-specific goals are specifically branded products or services
that consumers select as their goals

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GOALS STRUCTURE

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GOALS STRUCTURE FOR WEIGHT
CONTROL

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GOALS STRUCTURE FOR WEIGHT
CONTROL

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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
Positive Negative
Motivation Motivation
 A driving force toward some object or A driving force away from some object or
condition condition

Approach Goal Avoidance Goal

 A positive goal toward which behavior is  A negative goal from which behavior is
directed directed away

 LIVE TO EAT  EAT TO LIVE

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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
Decision to buy a car:
 Mileage
 Economy
 Price
 Safety
 Comfort

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RATIONAL VERSUS
EMOTIONAL MOTIVES
Emotional motives imply the selection of
goals according to personal or subjective
criteria
Decision to buy a car
 Sedan
 Brand
 Status

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STRATEGIC IMPLICATION
OF GOALS
Consumer happiness
depends on the extent
there goals are met.
Marketers should not over
commit to anything
One of the reasons
mediocre products are
often regarded with
greater satisfaction!
 THE DYNAMIC NATURE OF
MOTIVATION

Needs are never fully I need a

satisfied phone to
I need a
phone with watch
New needs emerge as
old needs are satisfied touch movies
I need a
phone to screen
People who achieve
their goals set new and click
higher goals for I need a pictures
themselves phone for
calling
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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
Failure to achieve a goal may result in frustration.
Some adapt
others adopt defense mechanisms to protect their ego.
Typical defenses –
 Aggression
 Rationalization
 Regression
 Withdrawal
 Projection

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MASLOW’S HIERARCHY OF NEEDS

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HOW DO MARKETERS
USE THESE?
https://www.youtube.com/watch?v=EqcNHhsNzeA

https://www.youtube.com/watch?v=VEs0WAD0_O4
Murray’s List of Psychogenic Needs

Needs Associated with Inanimate Objects:

Acquisition, Conservancy, Order, Retention, Construction

Needs Reflecting Ambition, Power,

Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance

Needs Connected with Human Power:

Dominance, Deferrence, Similance, Autonomy, Contrariance

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Murray’s List of Psychogenic Needs

Sado-Masochistic Needs :
Aggression, Abasement

Needs Concerned with Affection between People:

Affiliation, Rejection, Nurturance, Succorance, Play

Needs Concerned with Social Intercourse:

Cognizance, Exposition

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A TRIO OF NEEDS

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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HIDDEN MOTIVES
Manifest motives Consumption behavior Latent motives

Their clothes are stylish

and come in a variety It will show I am
of sizes and colors sophisticated and
trendy

Their clothes are high

Purchase UCB
quality and comfortable
t-shirt It’s an upscale and
urbane
brand that will help
A number of my make
friends me powerful and
wear J. Crew clothes popular
MEASUREMENT OF
MOTIVES
Researchers rely on a combination of techniques
Combination of behavioral, subjective, and
qualitative data
Construction of a measurement scale can be
complex

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MOTIVATIONAL
RESEARCH
Qualitative research designed to uncover
consumers’ subconscious or hidden
motivations
Attempts to discover underlying feelings,
attitudes, and emotions

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QUALITATIVE
MOTIVATIONAL RESEARCH
Metaphor analysis
Storytelling
Word association and sentence completion
Thematic apperception test
Drawing pictures and photo-sorts

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