 Driving force within individuals that impels

them to act
 Motivation is the activation or energization of
goal-oriented behavior.

Unfulfilled
Needs & Tension
Wants
 Marketers do not create needs but
can make consumers aware of
needs.
 Consumers needs do not change
over time although the manners
of how they satisfy needs change
over time.
 Proctor & Gamble provides
“branded products & services of
quality and value that improves
the lives of the world’s
consumers”
Personality, Perception,
Learning, Attitudes
Goal or Need
Drive Behavior
Fulfillment
Tension Reduction
 Goals are the sought-after results
of motivated behaviour.
 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
 People who achieve their goals
set new and higher goals for
themselves
 Factors
 personal experiences and knowledge
 physical capacity
 cultural norms and values
 goal accessibility
 Approach objects (Positive Outcomes)
 Avoidance objects (Prevention of Negative Outcomes)
 Negative motivation involves
undertaking tasks because there
will be undesirable outcomes,

Positive motivation is a response which

includes enjoyment and optimism about
the tasks that you are involved in.
 Substitute goals
 Frustration
 Defense mechanisms
 Aggression
 Rationalization
 Regression
 Projection
 Daydreaming
 Identification
 Withdrawal
 Self-
Actualist
ion

Esteem
Needs

Social Needs

Safety & Security

Physiological Needs
 “The individual’s belief about himself or herself, including
the person’s attributes and who and what the self is.”
 Self-efficacy refers to one's belief in one's ability to succeed
in specific situations or accomplish a task
 Self Esteem is the positive or negative evaluations of
the self, as in how we feel about it."
 Self-Congruency Behavior can be explained by the the
congruence between a consumer's self-concept and the
image of typical users of a focal product.
 Functional Motive
 Emotional Motive
 Social Motive
 Situational Motive
 Curiosity Motive
 The totality of thoughts, emotions, intentions, tendencies
and behaviors that a person exhibits consistently as he or
she adapts to the environment.
 Reflects Individual Differences
 No two individuals are exactly alike
 Personality enables marketers to categorize consumers
into different groups
 Consistent and enduring, but can change
 Three Approaches
 Freudian concepts
 Neo-Freudian premises
 Measuring distinct traits
 A trait is defined as a distinguishable characteristic that
describes one’s tendency to act in a relatively consistent
manner.
 Major Traits in Consumer Behaviour
 Value Consciousness
 Materialism
 Innovativeness
 Need for Cognition FIVE FACTOR MODEL APPROACH

 Competiveness Personality Traits Description

Extroversion Talkative, Outgoing
 Self-Monitoring
Agreeableness Kindhearted
Openness to experience Creative, imaginative
Stability Avoids changes
Conscientiousness Precise, Efficient, Organised
 Brand Personality refers to human characteristics
that can be associated with a brand.