CONSUMER MOTIVATION

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
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
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MOTIVATIONS AND GOALS

Positive Negative

• Motivation • Motivation
• A driving force • A driving force
toward some away from some
object or condition object or condition
• Approach Goal • Avoidance Goal
• A positive goal • A negative goal
toward which from which
behavior is behavior is
directed directed away

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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

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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 AND CONFLICT

 Failure to achieve a goal may result in frustration.

 Some adapt; others adopt defense mechanisms to
protect their ego.

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 MOTIVE CONFLICT

A DIAGRAM OF AN APPROACH-
APPROACH CONFLICT.
A DIAGRAM OF AN AVOIDANCE-
AVOIDANCE CONFLICT.
A DIAGRAM OF AN APPROACH-
AVOIDANCE CONFLICT.
MASLOW’S HIERARCHY OF NEEDS

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TO WHICH OF MASLOW’S
NEEDS DOES THIS AD APPEAL?

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BOTH PHYSIOLOGICAL AND SOCIAL NEEDS

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TO WHICH OF MASLOW’S
NEEDS DOES THIS AD APPEAL?

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SELF ESTEEM NEEDS

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NEED ?
SELF ESTEEM NEED
MC CLELLAND - 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

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TO WHICH OF THE TRIO
OF NEEDS DOES THIS AD APPEAL?

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THE AFFILIATION NEEDS OF YOUNG,
ENVIRONMENTALLY CONCERNED ADULTS

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WHICH NEED ?

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POWER AND ACHIEVEMENT NEEDS

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MEASUREMENT OF MOTIVES

 Researchers rely on a
combination of techniques
 Qualitative research is
widely used
 Projective techniques are
often very successful in
identifying motives.

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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

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QUALITATIVE MEASURES OF MOTIVES

Thematic • Dev by Henry Murray.

Apperception Test

• This method consists of having customers

tell real-life stories regarding their use of
STORYTELLING the product under study.
• Kimberly-Clark used this

WORD
• In this method, respondents are presented
ASSOCIATION with words, one at a time, and asked to
AND SENTENCE say the first word that comes to mind.
COMPLETION
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CULTURAL ASPECTS
BRANDS ACCEPTING THE CULTURAL
CHANGES