What Is Motivation?


Motivation

Is the result of an interaction between the person and a
situation; it is not a personal trait.

Is the process by which a person’s efforts are
energized, directed, and sustained towards attaining a
goal.

Energy: a measure of intensity or drive.

Direction: toward organizational goals

Persistence: exerting effort to achieve goals.

Motivation works best when individual needs are
compatible with organizational goals.
 Motivation is a reason for behavior

Motive is a construct representing an unobservable inner

force that stimulates and compels a behavioral response and
provides a specific direction to that response
 PROCESS OF MOTIVATION

Previous
Unfulfilled
Learning
Needs,
Wants
& Desires

Goal or
Tension Drive Behavior Need
Fulfillment

Cognitive
Processes
 CONSUMER MOTIVATION & PURCHASE DECISIONS

Consumers look for products that can satisfy their motives , hence
understanding motives is critical


Manifest motives – Those that consumers admit openly


Latent Motives – These are the ones that consumers are reluctant
to accept
 MOTIVATION & DECISION MAKING

Classification of motives by Jagdish Sheth:


Functional


Aesthetic / Emotional


Social


Situational


Curiosity

Depending on the type of motive , the decision of

an individual can vary