Chapter 3

Motivation and Involvement

Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc.
 Opening Vignette
 Why do people go to boutique hotels?
 Personalized service
 Unique experience
 Also satisfies consumer’s ego needs
 ‘as unique as I am’

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 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

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 Types of Needs

 Innate NeedsPhysiological (or biogenic)

needs that are considered primary needs or
motives

 Acquired needs
– Generally psychological (or psychogenic) needs
that are considered secondary needs or motives

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Intrinsic Need vs. Extrinsic Need
Aspects of the Intrinsic needs Extrinsic Needs
product

Brand Premium Gratification on the Status symbol

offering

Sound Quality Sensual Pleasure Appear as an (state

of art) innovator

Brand Equity Reassurance Symbolic Association

(perceived Risk)

Special Features Variety seeking To encourage word of

tendency
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Motives

 Can have a positive or negative

direction
 Positively directed motives-
needs/wants/desires
 Negatively directed motives- fears or
aversions.

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 Goals
 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
– e.g., “I want to get an MBA in Marketing
from Kellogg School of Management.”

Copyright © 2006 Pearson Education Canada Inc.

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Goals
 Sought after results of motivated behaviour.
 Goals can be classified into Generic and product
specific goals.
 Goal selection depends upon personal experience,
physical capacity, goal accessibility, prevailing
cultural norms and values.
 Goal – approach and avoidance.
 Goals focussing on Extrinsic benefits are associated
with higher degree of compulsive buying than goals
that stress intrinsic benefits
 Interdependence of goals and needs

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 Types of Motives

 Rational 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)

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Researches
 A recent study found that emotions arising from buying or
not buying, when facing an unintended purchase, impacts
the impressions of advertising viewed subsequently- first
kind preferred happiness appeals later preferred pride
appeals.
 Providing unique emotional experiences to customers is
crucial in keeping customers of services coming back and
recommending services to others.
 Swiss and US Chocolate
 “Blissful Ignorance Effect”

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 The Dynamic Nature of
Motivation
 Needs are never fully satisfied
 New needs emerge as old needs are satisfied
 Success and failure influence goals: Substitutes
Goals, Defense Mechanism (Aggression & Rationalization)
 Goals should be reasonably attainable
 Consumers are more aware of their goals than
their needs
 Motives are difficult to infer from behaviour

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 Defence Mechanism

Methods by which people mentally redefine

frustrating situations to protect their self-
images and their self-esteem.

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 Types of Defence Mechanisms

 Aggression
 Rationalization
 Regression
 Withdrawal
 Projection
 Autism/ Day dreaming
 Identification
 Repression

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 The Dynamic Nature of
Motivation
 Motives can be aroused in many ways
– Physiological arousal
• Hunger, thirst
– Emotional arousal
• daydreaming
– Cognitive arousal
• Random thoughts
– Environmental arousal
• Cues in the environment (e.g. smell of food)

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 Philosophies Concerned With
Arousal of Motives
 Behaviourist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act but reacts
 Cognitive School
– Behaviour is directed at goal achievement
– Needs and past experiences are reasoned and
characterized and transformed into attitudes and beliefs
that act as predispositions focused on helping the
individual satisfy a particular need

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Types and Systems of Needs

 In 1938, Murray prepared a list of 28

psychogenic needs.
 He believed that everyone has the basic
set of needs but that individuals differ in
their priority ranking of these needs.

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 Murray’s List of
Psychogenic Needs
 Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention, Construction

 Needs Reflecting Ambition, Power,

Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition,
Infavoidance
 Needs Connected with Human Power:
Dominance, Deferrence (respectful submission),
Autonomy, Contrariance (to act differently from
others)
continued
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 Murray’s List of
Psychogenic Needs
 Sado-Masochistic Needs :
Aggression, Abasement

 Needs Concerned with Affection between

People:
Affiliation, Rejection, Nurturance
 Needs Concerned with Social Discussion:
Cognizance (inquiring attitude), Exposition (exposive attitude)

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 Maslow’s Hierarchy theory
 Dissatisfaction rather than satisfaction
drives behaviour.
 Cannot be tested empirically
– Enables marketer to focus their advertising
appeals on a need that is likely to be shared
by a large segment of the target audience
– Facilitates positioning/ repositioning
– Readily adaptable to market segmentation

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 McClelland’s 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

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 Motivational Research

Qualitative research designed to uncover

consumers’ subconscious or hidden
motivations. Consumers are not always
aware of, or may not wish to recognize, the
basic reasons underlying their actions.

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 Projective Techniques
 Metaphor analysis
 Story telling
 Picture drawing
 Photo sorts
 Thematic Apperception Tests
 Word Association
 Sentence Completion
 Third-person technique

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