(CHAPTER

4)MOTIVATION
Consumer as an
individuals
AZAHAR BIN HAJI YUSOFF
 TOPIC

• Motivation process
• The dynamic nature of motivation
• Theories and applications:
• a) Maslow’s theory
• b) Trio needs
 Introduction
• Marketer xnot create needs, but they fulfill those
needs & satisfying them.eg:
• Pfizer-we make pharmaceutical…to improving
healthier, happier lives, includes pdt innovations.
• AAsia-now everybody can fly…. Offering low
fare flight tickets.
• Motivation means- driving forces within Ind that
impels them to action. If unfulfilled needs caused
a tensions….stresses they feels. Study on
consumer & learn something.
OBJECTIVE: What is
Motivation?

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 The Motivation Process: Why Ask
• Motivation
o Utilitarian
Why?
o Hedonic
• Goal
• Incidental brand
exposure

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 Types of needs & Goals
• Innate needs – biogenic/physiological needs
that considered as primary needs/motives.eg
FSDC (needs of shtr)
• Acquired needs – psychogenic needs or
secondary needs that relates with others. Eg
buying house etc.
• Generic goals – which consumer see it as to
fulfill their needs, eg Terrace.
• Product specific goals – eg 25” X 40” with 3R
• The way selecting –experiences, physical
capacity, prevailing cultural + with social env.
 Needs

HEDONIC
UTILITARIAN

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NNeeds

Wants
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Positive & Negative motivation

• +ve drives towards • -ve drives as fears or

some oject or aversions.
condition.
 Motivational Conflict

APPROACH/APPROACH

APPROACH/AVOIDANCE

AVOIDANCE/AVOIDANCE
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 Rationale Versus Emotional
motives
• Rationale based on totally objectives criteria.
• Emotional – quite subjective.
• Manifest motives known as freely admitted ex a
1.8 car good quality.
• Latent motives – very reluctant to admitted ex 1.8
car for rich & good performance.
 Specific Needs for:

ACHIEVEMENT

AFFILIATION

POWER

UNIQUENESS

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The Dynamic nature of Motivation

• Needs are never fully satisfied.

• New needs emerge as old needs are satisfied.
• Achieve it – set new ones.
 The Model of Motivation Learning

Unsatisfy need & Tension Drive Behaviour Goal/Need Fulfilment

wants

Cognitive process

Tension Reduction
 Success & failure influence
goals
• Substitute goals eg drink milk prefer to get low fat, coke ?
• Frustration – failure to achieve goals, some of them adopt defense
mechanism to protect ego/super ego, to protect self-image/esteem. Eg D
mechn:
a) Aggression – aggressive behave, eg. John Mcroe, slamming
racket.
b) Rationalize – lose..xenough trainng.
c) Regression – react childish/immature.
d) Withdrawal.
e) Projection – golfer-blame his club.
f) Daydreaming – dreaming / fantasy.
g) Identification – think other to overcome problems.
h) Repression – unable to train staff, just send them to training
centre.
 Arousal of motives
• Means ind. Set up their needs in a specific
period of time, which caused by internal
ind.of:
1) Physiological arousal – felt hot tend to get
a.cond…
2) Emotional arousal – may be daydreaming if i……
3) Cognitive arousal – think of something..cognitive
awareness.
4) Env/situational arousal – eg. Get new hp to replace
old hp with 3G, naigtr, etc.
 Philosophies concerned with
arousal of motives
• Behavior school – behavior response to stimulus.
• Cognitive school – belief,attitute changes
 Maslow Hierarchy of need Theory
• 5 level of needs.

Self Actualization
High contact

Self esteem

Social
/Belongingness
Security

Physiological/
Low contact
biogenic/Basic
 SELF ACTUALIZATION

EGO NEEDS

BELONGINGNESS

SAFETY

PHYSIOLOGICAL

Maslow’s Need
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Hierarchy
 Types of Affective Responses

• Evaluations
• Moods
• Emotions
• Negative State relief
• Sadvertising
• Emotional Oracle effect
• Mood Congruency
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• Lovemark Positive Affect
• Happiness
• Material accumulation

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• Disgust
Negative Affect
• Envy or resentful ( unfair –treatment)
• Guilt
• Embarrasment

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 Self Esteem

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 Conceptualizing Involvement
ANTECEDENTS INVOLVEMENT WITH RESULTS
Person Factors Information
Ads Processing

Object Factors Products Search

Situational Purchase Decision Making

Factors Decisions

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 Consumer Involvement

• Involvement
• Inertia
• Cult products

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 Product
involvement

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 Product Involvement

• Perceived risk
• Mass customization
• Brand loyalty
• Variety seeking

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 Figure 5.4 Five Types of Perceived
Risk

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 Message
involvement

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 Boosting Message Involvement

Appeal to hedonic Novel or prominent

needs stimuli Celebrities

Make Create spectacles or

Provide value experiences
Messages

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 Purchase/Situational
involvement
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 A trio of needs

• Power – needs some power to control env. &

relates with ego.
• Affiliation – same as social needs.
• Achievement – close related with ego+self
actualization.
To measure motives … do some research or study
Ethics and consumer motivation
 Values link to
Consumer
Behavior

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 Hofstede’s
Cultural Dimensions

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 Hofstede’s Cultural Dimensions
POWER DISTANCE

INDIVIDUALISM

MASCULINITY

UNCERTAINTY AVOIDANCE

LONG TERM ORIENTATION

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 Assignment 1

• By using the Theory of Motivation Maslow or Trio

Needs, briefly explain what makes you studying
here in UiTM and your perception towards ODL
during Endemic.
• ( According to academic formatting ) - 20 marks

• Submitted 2 weeks from now