Consumer motivation

Dr Ajitabh Dash
Introduction
• Motivation has been defined as the inner
drive in individuals which compels them to
action.
• Motivation originates from a ‘need’, gets
translated differently into different ‘wants’,
resulting in varied ‘motives’.
• Other Psychological factors along with
‘Consumer Involvement’ acts as ‘moderator’.
Sources of motivation
• Homeostasis
– Refers to the fact that the body naturally reacts in a way
so as to maintain a constant , normal blood stream.
– Snickers ad
• Self-Improvement
– Aimed at changing one’s current state to a level that is
more ideal.
• Regulatory focus
– Consumers orient their behaviour either through a
prevention focus or a promotion focus.
 Types of motivation
• Positive Vs. Negative motivation
• Rational Vs. emotional Motivation
Maslow’s Need hierarchy theory
 Hedonism Vs. Utilitarianism
• Hedonism
– Drive to experience something emotionally
gratifying.
• Utilitarianism
– Drive to acquire products that can be used to
accomplish something.
 To Which of Maslow’s
Needs Does This Ad Appeal?
 To Which of Maslow’s
Needs Does This Ad Appeal?
 To Which of Maslow’s
Needs Does This Ad Appeal?
 McClelland's-Trio of Needs
• Power
– individual’s desire to control environment
– Message showing symbolic or Actual Dominance
– Eg : Owning a powerful car
• Affiliation
– need for friendship, acceptance, and belonging
– Message showing people enjoying themselves in groups.
– Eg: Ad of vacations, Shopping situations

• Achievement
– need for personal accomplishment
– closely related to egoistic and self-actualization needs
– Messages that encourages success
– Ad of Educational institution
Model of the Motivation Process
Personality and Consumer
behaviour
Dr Ajitabh Dash
Introduction
• The inner psychological characteristics that
both determines how a person responds to his
or her environment
• The Nature of Personality:
– Personality reflects individual differences
– Personality is consistent and enduring
– Personality can change through cognition
Theories of Personality
• Freudian theory
– Unconscious psychological processes are at the
heart of consumer behaviour
• Trait theory
– Distinguishable characteristics of a consumer
describes his/her behaviour in the market.
 Trait Theory
• Focus on measurement of personality in terms
of traits
• Trait - any distinguishing, relatively enduring
way in which one individual differs from
another
• Personality is linked to broad product
categories and NOT specific brands
Personality Trait Description Example

Competence Responsible, reliable, DHL

(Agreeableness) Dependable

Creativity (Openness to Daring, Spirited, Mount n dew

experience) imaginative, Open to New
Idea

Stability Tough, Strong Ceat Tyres

Sincerity Honest, genuine, humble Tata Salt

(Conscientiousness)

Sophistication (Extroversion) Glamorous, Out going, Tanisq

charming
Nomothetic vs. Idiographic approach
• Nomothetic Perspective:-
– A “single trait centred” approach.
– Goal is to finds Common Personality trait that can
be used for marketing of products/services.
• Ideographic perspective:-
– A “Single Person centered” approach
– Goal is to understand the Uniqueness of a person
that can be used for marketing of
products/services.
– Eg-Vodafone-Idea
 Freudian Theory
• Id
– Warehouse of primitive, pleasure seeking, often
irrational
– Deodrant ad, Fastrack
• Ego
– rationality

• Superego
– rationality plus social norms
 Id and Colour Choice
• Personality factors are associated with and reflective
of specific colours.
• Green denotes freshness, nature; red denotes
passion, anger; black denotes power, white denotes
purity etc.
• Marketers keep such associations in mind while
designing the product, its packaging as well as the
advertisement.
• For example, mouthwash is white, herbal soaps are
green, motorcycles are generally black and red etc.