Marketing applications of consumer

behavior theories and knowledge

 Learning Objectives

1. To Understand the Types of Human Needs and

Motives and the Meaning of Goals.
2. To Understand the Dynamics of Motivation, Arousal
of Needs, Setting of Goals, and Interrelationship
Between Needs and Goals.
3. To Learn About Several Systems of Needs Developed
by Researchers.
4. To Understand How Human Motives Are Studied and
Measured.

Chapter Four Slide

 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.
Model of the Motivation Process
 Types of Needs

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

• Acquired Needs
– Learned in response to our culture or
environment. Are generally psychological and
considered secondary needs
 Question

• Specify both innate and acquired needs that

would be useful bases for developing
• promotional strategies for:
a.global positioning systems
b.sunglasses that can be customized online
• a new version of the iPhone
 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
• Product-specific goals are specifically branded
products or services that consumers select as
their goals
How Does this Ad Appeal to
One’s Goals?
It Appeals to Several Physical
Appearance-related goals.
 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
 Discussion Questions

• What are three generic goals you have set for

yourself in the past year?
• What are three product-specific goals you have set in
the past year?
• In what situations are these two related?
• How were these goals selected? Was it personal
experiences, physical capacity, or prevailing cultural
norms and values?
Motivations and Goals
 Blogger’s Motivation - Table 4.1 (excerpt)
Construct Items
Blogging for I use my blog to free my mind when I am moody.
self- I express myself by writing in my blog.
expressing My blog is the place where I express what I feel.
Blogging for I use my blog as my diary to document my life.
life By writing text and posting video/audio files, I keep a record of my life.
documenting
Blogging for I’m willing to comment on what other bloggers say.
commenting I’d like to respond to other blogs that I read (no matter if I know of the
blogger or not).
I’d like to receive people’s comments on what I post on my blog.
Blogging for Blogging helps me to make more like-minded friends.
forum In my blogroll I have friends with whom I can share things.
participating By blogging I interact with a set of blogs that have contents similar to
what I put in my blog.
Blogging for Blogging helps me extract information behind events that interest me.
information Blogging helps me explore more information about products and/or
seeking services.
To me it is convenient to search for information by blogging.
 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
 Discussion Questions

• What products
might be purchased
using rational and
emotional motives?
• What marketing
strategies are
effective when there
are combined
motives?
 The Dynamics of Motivation

• Needs are never fully satisfied

• New needs emerge as old needs are satisfied
• People who achieve their goals set new and
higher goals for themselves
 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
 Frustration

• Failure to achieve a goal may result in

frustration.
• Some adapt; others adopt defense
mechanisms to protect their ego.
 Defense Mechanisms- Table 4.2 (excerpt)
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.
 Exercise

Find three advertisements that depict two

different defense mechanisms and discuss their
effectiveness
 Arousal of Motives

• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
 How Does This Ad
Arouse One’s Needs?

22
The Ad Is Designed to Arouse One’s Yearning
for an Adventurous Vacation by Appealing to
the Sense of Touch

23
 Philosophies Concerned with
Arousal of Motives
• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Needs and past experiences are reasoned, categorized,
and transformed into attitudes and beliefs
 Types and Systems of Needs

• Henry Murray’s 28 psychogenic needs

• Abraham Maslow’s hierarchy of needs
• A trio of needs
Murray’s List of Psychogenic Needs
Murray’s List of Psychogenic Needs
(continued)
 Exercise

Find two examples of ads that are

designed to arouse latent consumer
needs and discuss their effectiveness.
Maslow’s Hierarchy of Needs
Figure 4.10
 To Which of Maslow’s
Needs Does This Ad Appeal?

30
Both Physiological and Social Needs

31
 To Which of Maslow’s
Needs Does This Ad Appeal?

32
Egoistic Needs

33
 To Which of Maslow’s
Needs Does This Ad Appeal?

34
Self-Actualization

35
 Exercise

• Find three advertisements that appeal to the

needs for power, affiliation, and achievement
and discuss their effectiveness.
 Discussion Questions

• What are three types of products related to

more then one level of Maslow’s Hierarchy of
Needs?
• For each type of product, consider two
brands. How do marketers attempt to
differentiate their product from the
competition?
 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

38
 To Which of the Trio
of Needs Does This Ad Appeal?

39
 The Affiliation Needs Of Young,
Environmentally Concerned Adults

40
 To Which of the Trio
of Needs Does This Ad Appeal?

41
Affiliation Need

42
Power And Achievement Needs

43
Measurement of Motives

• Researchers rely on a
combination of
techniques
• Qualitative research is
widely used
• Projective techniques are
often very successful in
identifying motives.
Qualitative Measures of Motives
Table 4.7 (excerpt)
 Motivational Research

• Term coined in the 1950s by Dr. Ernest Dichter

• Based on premise that consumers are not
always aware of their motivations
• Identifies underlying feelings, attitudes, and
emotions