BBM 22012 – CONSUMER BEHAVIOUR

Lesson 03
Consumer Motivation
RDSS Rambandara
 What is Motivation ?

• The driving force within individuals that impels them to action

- Produced by a state of tension due to an unfulfilled need
- Which leads to conscious/subconscious attempts to reduce the
tension

2
Model of
the
Motivation
Process 3
 Types of Needs
• Innate Needs
- Physiological (or biogenic) needs that are considered primary needs
or motives
- Eg: Needs for food, water, air, clothing, shelter, sex etc.

• Acquired needs
- Needs that we learn in response to our culture or environment.
- Eg: Needs for self-esteem, prestige, affection, power and learning
- Generally psychological (or psychogenic) needs that are considered
4

secondary needs or motives

 Types of Motives
• Rational(logical) Motives
- Goals chosen according to objective criteria (e.g., price)

• Emotional Motives
- Goals chosen according to personal or subjective criteria
(e.g., desire for social status)

5
 Goals
Goals are the sought-after results of motivated behavior

• Generic Goals
- the general categories of goals that consumers see as a way to fulfill their
needs
- e.g., “I want to get a graduate degree”

• Product-Specific Goals
- the specifically branded products or services that consumers select as
their goals 6

- e.g., “I want to get an MBA in Marketing from University of Colombo.”

 Motivations and Goals

Positive Motivation Negative Motivation

A driving force toward some A driving force away from
object or condition some object or condition

Leads to an Approach Goal Leads to an Avoidance Goal

A positive goal toward which A negative goal from which
behaviour is directed behaviour is directed away

7
The Dynamic Nature of Motivation

Group Activity
Form into 4 groups.
Discuss and present facts about the dynamic nature of motivation.

8
 Motivational Theories

Maslow's Hierarchy of Needs

Herzberg's Two-Factor Theory
McClelland's Three Needs Theory
McGregor's Theory X, Theory Y

9
Maslow’s Hierarchy of Needs

10
 Herzberg's Two-Factor Theory

 Frederick Herzberg theorized that employee satisfaction has two

dimensions: “hygiene” and “motivation”.

 Hygiene issues, such as salary and supervision, decrease

employees' dissatisfaction with the work environment.

 Motivators, such as recognition and achievement, make workers

more productive, creative and committed.

11
Herzberg's Two-Factor Theory

12
 McClelland's Three Needs Theory

David McClelland’s research indicates that individuals are motivated

based on three needs:

 Need for achievement: The need to succeed.

 Need for power: The need to make others behave in a way that they
would not have behaved otherwise.

 Need for affiliation: The desire for friendly and close interpersonal
relationships.
13
McClelland's Three Needs Theory

14
 McGregor's Theory X, Theory Y

 Theory X Theory Y, outlines two opposing views on human

behavior in the workplace.

 Each of the viewpoints addresses a different way of meeting each

individual’s motivational needs.

 McGregor believed that a manager’s assumptions about their

employees determined their leadership style in the workplace.

15
 McGregor's Theory X

 Workers dislike their jobs and they are inherently

lazy.

 Workers have little motivation and prefer direction

from their superiors.

 Workers need consistent rewards and punishments to

ensure their task is completed.

 Workers do not have a desire to grow or achieve

personal or professional goals.
16
 McGregor's Theory Y

 Workers are willing to accept challenges and

are proud of the work that they do.

 Workers do not need to be micromanaged;

they are self-directed.

 Workers are eager to participate in decision-

making.

 Workers are happy to contribute and feel

internally satisfied. 17
End of the Lesson …

Thank You!

18