The Nature of Motivation

Motivation is the reason for behavior. A motive is a construct representing an unobserving inner
force that stimulates and compels a behavioral response and provides specific direction to that
response. A motive is why an individual does something.
• Need and motivation used interchangeably: when a consumer feels a gap between
a desired state and a current state, a need is recognized and experienced as a drive
state referred to as motivation.
• Example: a consumer who feels hungry is motivated to satisfy that need, and will
experience positive emotions after eating.
Maslow’s hierarchy of needs is based on four premises:
1. All humans acquire a similar set of motives through genetic endowment and social
interaction.
2. Some motives are more basic or critical than others.
3. The more basic motives must be satisfied to a minimum level before other motives are
activated.
4. As the basic motives become satisfied, more advanced motives come into play.
Maslow’s hierarchy-
• Physiological: food, water, sleep
• Safety: physical safety and security, stability
• Belongingness: desire for love, friendship, affiliation
• Esteem: desire for status, superiority, self-respect. Relate to the individual’s feelings of
usefulness and accomplishment
• Self-actualization: desire for self-fulfillment
Maslow’s theory is a good guide to general behavior. Any given consumption behavior can
satisfy more than one need.
Motivation Theory and Marketing Strategy
Consumers do not buy products; instead, they buy motive satisfaction or problem solutions. For
example, some a motivated by power and status (need for assertion), while others may be
motivated by escapism (need for tension reduction).

Marketers create demand. Demand is the willingness to buy a particular product or service. It is
caused by a need or motive, but it is not the motive.

Marketing Strategies Based on Motivation Conflict

With the many motives consumers have, there are frequent conflicts between motives.
Resolution of a motivational conflict often affects consumption patterns. There are three types of
motivational conflicts:
1. Approach-approach motivational conflict: a consumer who must choose between two
attractive alternatives. The more equal the attractions, the greater the conflict. A
consumer who recently received a large cash gift for graduation might be torn between a
trip to Hawaii and a new mountain bike.
2. Approach-avoidance motivational conflict: a consumer faces a purchase choice with both
positive and negative consequences. Consumers who want a tan but don’t want to risk the
skin damage and health risks associated with extended sun exposure face this situation.
 3. Avoidance-avoidance motivational conflict: a choice involving only undesirable
outcomes. When a consumer’s old washing machine fails, this conflict may occur. They
may not want to spend the money on a new washing machine, or paid to have it repaired,
or go without one.

Personality
While motivations are the energizing and directing force that makes consumers behavior
purposeful and goal directed, the personality of the consumer helps guide and further direct the
behaviors chosen to accomplish goals in different situations. Personality is an individual’s
characteristic response tendencies across similar situations.

Trait theories examine personality as an individual difference and thus allow marketers to
segment consumers as a function of their personality differences. Assume:
1. All individuals have internal characteristics or traits related to action tendencies.
2. There are consistent and measurable differences between individuals on those
characteristics.

Multitrait Approach
Multitrait personality theory identifies several traits that in combination capture a substantial
portion of the personality of the individual. The multitrait theory most commonly used by
marketers is the Five-Factor Model. This theory identifies five basic traits formed by genetics
and early learning.
Core Traits involved: extroversion, instability, agreeableness, openness to experience, and
conscientiousness.